When Burger King set about to fix its ailing empire, the fast food giant started by sizing up everything on the menu – even mayonnaise.A group of Burger King management and franchisees a year ago sat through a lengthy presentation filled 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 really a fairly hard day,” recalls John Koch, Burger King’s executive chef.
It wasn’t the only one. In the last year, Burger King evaluated all its ingredients through the bacon towards the cheese slices it serves on its char-grilled burgers as an element of a year-long mission to reverse numerous years of slumping sales of the Whoppers and fries. The effect: On Monday, it plans to launch a lineup of smoothies, frappe coffees, chicken strips and snack wraps. The Ten 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 come up with new menu items – a process 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 depart from its nearly single-minded courtship of men. When the lifeblood from the industry, the economic downturn hit those junk food fanatics particularly hard. At the same time, Americans have been demanding healthier options.
Burger King has did not evolve even as competitors go after new clients with breakfast items and healthier fare. Last year, Wendy’s the very first time edged out Burger King menu since the nation’s No. 2 burger chain behind McDonald’s. To stem the decline, Burger King executives a year ago chose 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 instead of paper burger wrapping the first time in than 20 years. The food, however, is at the heart of the plan.
Consumers have longed for more food options at Burger King, but the revamp is a gam.ble. The 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 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 in 2009, and fruit smoothies in 2010.
“Being an innovator is essential inside the fast-food industry,” said Darren Tristano, an analyst for food industry researcher Technomic Inc. But lately, he said Burger King has become much 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 created 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 could get in the competition.”
the fast-food industry has undergone a shift in recent years. 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, 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 spot to eat by offering wi-fi and rolling out a string of hit menu items like fruit smoothies, iced coffees and oatmeal. Burger King failed to keep up. Its share of sales among Burger King near me fell from 17 % ten years ago to 12 per cent a year ago, based on researcher Technomic. McDonald’s share rose from 42 per cent to 50 percent.