When Burger King set about to fix its ailing empire, the fast food giant started out by scrutinizing everything on the menu – even mayonnaise.A group of Burger King executives and franchisees this past year sat via a lengthy presentation complete with charts and graphs on how oils and eggs affect the quality of the spread. A blind taste test of 30 varieties followed. The verdict: They liked the one Burger King menu was already using.
“That was really quite a hard day,” recalls John Koch, Burger King’s executive chef.
It wasn’t the only person. Over the past year, Burger King evaluated all its ingredients from your bacon towards the cheese slices it serves on its char-grilled burgers as part of a year-long mission to reverse numerous years of slumping sales of the Whoppers and fries. The result: On Monday, it wants to launch a lineup of smoothies, frappe coffees, chicken strips and snack wraps. The 10 new items mark Burger King’s biggest menu expansion since the chain opened its doors in 1954.
Burger King’s food odyssey shows how gruelling it may be for a fast-food company to generate new menu items – a procedure most Americans aren’t aware of when they’re handed a bag with a drive-thru window. Burger King is definitely the latest chain to revamp its menu within the fast-food industry’s move away from its nearly single-minded courtship of men. When the lifeblood from the industry, the economic downturn hit those junk food fanatics particularly hard. Concurrently, Americans usually have been demanding healthier options.
Burger King has neglected to evolve even as competitors have gone after new business with breakfast items and healthier fare. This past year, Wendy’s the first time edged out Burger King because the nation’s No. 2 burger chain behind McDonald’s. To stem the decline, Burger King executives this past year decided to remodel its ageing system of 7,200 stores so they are more contemporary, redesign worker uniforms with aprons so they stay neat and even serve the iconic Whopper in cardboard cartons instead of paper burger wrapping for the first time in than 20 years. The food, however, is in the middle of its plan.
Consumers have longed for further food options at Burger King, nevertheless the revamp is a g.amble. The newest menu might not go far enough to differentiate Burger King looking at the competitors.
After all, you will find striking similarities between Burger King’s new items as well as the offerings of their much-bigger rival McDonald’s. The Golden Arches already rolled out specialty salads in 2003, snack wraps in 2006, premium coffee drinks in 2009, and fruit smoothies in 2010.
“Being an innovator is critical within the fast-food industry,” said Darren Tristano, an analyst for food industry researcher Technomic Inc. But recently, he stated Burger King has become much more of a follower. Burger King executives don’t deny that its new items are pretty close to those on McDonald’s popular menu. However they say the new menu was developed bgklji a result of Burger King Lunch hours own research.
“Consumers wanted more choices,” said Steve Wiborg, president of Burger King’s The United States operations. “Not just healthy choices, but choices they can get at the competition.”
Rapid-food industry has undergone a shift recently. Just five years ago, the very best three fast-food companies were all burger chains. But concerns over obesity have paved the way in which for competitors like Subway, now the second-biggest chain, and Starbucks, which climbed in the rankings for the No. 3 spot. Smaller players such as Five Guys, which sells made-to-order burgers, are gaining ground too.
McDonald’s quickly adapted. The world’s biggest burger chain reinvented itself being a hip, healthier place to eat by giving wireless Internet and rolling out a string of hit menu items like fruit smoothies, iced coffees and oatmeal. Burger King failed to take care of. Its share of sales among burger chains fell from 17 percent ten years ago to 12 percent a year ago, based on researcher Technomic. McDonald’s share rose from 42 per cent to 50 percent.