When Burger King set about to fix its ailing empire, the fast food giant started by sizing up everything on the menu – even the mayonnaise.A group of Burger King executives and franchisees last year sat by way of a lengthy presentation complete with charts and graphs about 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 was already using.
“That was actually a fairly hard day,” recalls John Koch, Burger King’s executive chef.
It wasn’t the only one. Within the last year, Burger King evaluated all its ingredients from the bacon towards the cheese slices it serves on its char-grilled burgers as an element of a year-long pursuit to reverse many years of slumping sales of its 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 considering that the chain opened its doors in 1954.
Burger King’s food odyssey shows how gruelling it could be for any fast-food company to come up with new menu items – a procedure most Americans aren’t aware of when they’re handed a bag with a drive-thru window. Burger King will be the latest chain to revamp its menu included in the fast-food industry’s move away from its nearly single-minded courtship of men. After the lifeblood from the industry, the economic downturn hit those junk food fanatics particularly hard. Concurrently, Americans generally have been demanding healthier options.
Burger King has neglected to evolve even while competitors have gone after new customers with breakfast items and healthier fare. Last year, Wendy’s for the first time edged out Burger King menu prices since the nation’s No. 2 burger chain behind McDonald’s. To stem the decline, Burger King executives a year ago made a decision to remodel its ageing system of 7,200 stores to ensure they are more contemporary, redesign worker uniforms with aprons so that they stay neat and even serve the iconic Whopper in cardboard cartons as opposed to paper burger wrapping for the first time in than two decades. The food, however, is in the middle of its plan.
Consumers have longed for further food options at Burger King, however the revamp is really a gam.ble. The brand new menu may not go far enough to differentiate Burger King looking at the competitors.
All things considered, there are striking similarities between Burger King’s new items and also 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 during 2009, and fruit smoothies during 2010.
“Being an innovator is essential within the fast-food industry,” said Darren Tristano, an analyst for food industry researcher Technomic Inc. But lately, he said Burger King has become more of a follower. Burger King executives don’t deny that its new merchandise is pretty near to those on McDonald’s popular menu. However they repeat the new menu was created as a result mhrnhb Burger King’s 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 could get on the competition.”
the fast-food industry has undergone a shift in recent years. Just five years ago, the best three fast-food companies were all burger chains. But concerns over obesity have paved just how for competitors like Subway, the second-biggest chain, and Starbucks, which climbed in the rankings towards the No. 3 spot. Smaller players including Five Guys, which sells made-to-order burgers, are gaining ground too.
McDonald’s quickly adapted. The world’s biggest burger chain reinvented itself as a hip, healthier place to eat by giving wireless Internet and rolling out a string of hit menu items including fruit smoothies, iced coffees and oatmeal. Burger King failed to keep up. Its share of sales among Burger King menu fell from 17 per cent ten years ago to 12 per cent this past year, according to researcher Technomic. McDonald’s share rose from 42 per cent to 50 per cent.