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 management 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 was already using.
“That was actually a fairly hard day,” recalls John Koch, Burger King’s executive chef.
It wasn’t the only person. In the last year, Burger King evaluated most of its ingredients from your bacon to the cheese slices it serves on its char-grilled burgers as part of per year-long pursuit to reverse numerous years of slumping sales of their Whoppers and fries. The result: On Monday, it intends 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 may be for any fast-food company to generate new menu items – a procedure most Americans aren’t aware of when they’re handed a bag in a drive-thru window. Burger King is the latest chain to revamp its menu within the fast-food industry’s depart from its nearly single-minded courtship of boys. After the lifeblood from the industry, the economic crisis hit those junk food fanatics particularly hard. At the same time, Americans usually have been demanding healthier options.
Burger King has did not evolve even as competitors have gone after new clients with breakfast items and healthier fare. Last year, Wendy’s the first time edged out Burgerking menu because the nation’s No. 2 burger chain behind McDonald’s. To stem the decline, Burger King executives last year made a decision to remodel its ageing system of 7,200 stores to ensure they are more contemporary, redesign worker uniforms with aprons so they stay clean and even serve the iconic Whopper in cardboard cartons as opposed to paper burger wrapping the very first time in additional than twenty years. The food, however, is at the heart of the plan.
Consumers have longed for additional food options at Burger King, however the revamp is a gam.ble. The newest menu might not go far enough to differentiate Burger King from its competitors.
All things considered, you can find striking similarities between Burger King’s new items and also the offerings of its 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 critical within the fast-food industry,” said Darren Tristano, an analyst for food industry researcher Technomic Inc. But in recent years, he stated Burger King continues to be even more of a follower. Burger King executives don’t deny that its new items are pretty near those on McDonald’s popular menu. However they repeat the new menu was made consequently mhrnhb Burger King’s own research.
“Consumers wanted more choices,” said Steve Wiborg, president of Burger King’s Canada And America operations. “Not just healthy choices, but choices they might get at the competition.”
the fast-food industry has undergone a shift recently. Just 5 years ago, the top 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 up the rankings for the No. 3 spot. Smaller players like 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 spot to eat by providing wireless Internet and rolling out a string of hit menu items including fruit smoothies, iced coffees and oatmeal. Burger King failed to take care of. Its share of sales among Burger King menu prices fell from 17 % ten years ago to 12 per cent last year, based on researcher Technomic. McDonald’s share rose from 42 % to 50 %.