Burger King: We won’t ‘overreact’ to softer sales
Niamh CarrollRestaurant Brands International is resisting the temptation to “overreact” in an increasingly promotional environment, despite Burger King’s sales slip.
Former Burger King CMO Fernando Machado on moving into a ‘scrappy’ startup role
Michaela JeffersonSpeaking to Marketing Week, Machado explains how he plans to take his experience marketing some of the world’s biggest brands and use it to drive growth in a plant-based startup.
Burger King reports ‘early positive impacts’ from $150m marcomms boost
Michaela JeffersonBurger King’s plan to fuel US sales growth with increased spend on advertising to improve brand perceptions is paying off, the business claims, as it reports a 5% uplift over its fourth quarter.
Burger King claims refocused marketing effort is ‘resonating’ with consumers
Niamh CarrollThe marketing and digital teams at the fast-food business have been collaborating to drive progress in areas including loyalty and delivery.
What’s the future for innovation in the age of inflation?
Matthew ValentineCould “commercial creativity” be key to surviving record breaking inflation? Burger King and Heineken explain why investing in innovation now will pay off later.
Burger King to ensure ‘more impactful’ advertising with ‘better testing’
Michaela JeffersonBurger King plans to dedicate greater attention to its multibillion-dollar Whopper brand, as the fast food chain cuts low volume products from its menu and pledges to re-focus on its core.
Burger King CMO departs after less than two years
Charlotte RogersEllie Doty is leaving Burger King after less than two years as CMO, during which time she launched the chain’s US loyalty scheme and headed up the company’s first brand overhaul in 20 years.
Burger King sharpens focus on digital for ‘sustainable growth’
Manny PhamBurger King parent company Restaurant Brands International is cutting discount coupons out of its strategy and reinvesting in digital loyalty programmes and media.
The Fernando Machado effect: Analysing Burger King’s brand health journey
Michaela JeffersonAs he steps down as CMO, Machado is leaving the fast-food brand in better health than when he started – but there’s still a considerable challenge ahead for his successor.
As Burger King’s IWD ad proves, it’s time to take action on inclusion
JP CastlinBurger King’s woefully misjudged International Women’s Day ad has rightly received plenty of flak, but how did it even make it past the discussion stage?
Burger King CMO: No-one wants to watch your ads unless you are at the Superbowl
Molly FlemingBurger King’s Fernando Machado urges marketers to “hit a nerve” in order to cut through the clutter of advertising.
How brands are tackling their reopening marketing strategy
Charlotte RogersIn a bid to devise the best reopening strategies post-lockdown, brands are using behavioural insight to help them strike the right tone amid the collective trauma of Covid-19.
Burger King’s UK marketing boss on why she ignored the doubters
Molly FlemingStory of My CV: Always on the look-out for the next challenge, Katie Evans developed a love for the fast-paced world of FMCG that took her from Heinz to Krispy Kreme to Burger King, with a brief spell launching her own fashion business.
Marketers praise Burger King but McDonald’s is more deserving
Mark RitsonMcDonald’s unflashy but effective marketing has been overshadowed by rival Burger King’s attention-grabbing stunts, but it’s the former we should celebrate.
Burger King: Creativity makes marketing more effective
Molly FlemingBurger King looks outside its sector and beyond its own agencies for creative ideas as it looks to engage consumers around issues such as waste and sustainability.