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Burger King’s success this summer can in part be attributed to cool treats. Leveraging new product albeit traditional ice cream with a twist; it looks as if Bacon Sundaes and $0.50 Cones just might have done the trick.
The 5 P’s of food marketing: Product, Packaging, Placement, Portability and Price while ever present at Burger King, one can clearly see how wisely they utilized them during the summer season to garner new consumers while increasing frequency by day-part. Snacking; it the new normal and treats are a double positive with consumers.
The primary driver of the ready-2-eat and heat-N-eat grocerant niche food is quality food bundled as components allowing and promoting consumer choice. Meal time is now becoming a time of convenient meal participation, with differentiation and individualization for the entire family. When a family can mix and match components everyone wins. Burger King’s new summer snacks provide options for family fun. Fun comes under the hallo of “better for you” and Burger King is offering heat relief fun.
Burger King while enjoying a sales bump from its introduction of new menu items will soon be creating distinctive differentiated food consumable’s as an entity with identity by day part they can truly call their own. Burger King now has top line sales momentum and is garnering consumer support. Success does leave clues and the next challenge new branded product as an entity with identity will be rolled out in 2013.