Market Segmentation and Focus – Burger King of Cool?
Highlights by David Willden
It is interesting how Burger King segmented, understood, and built their brand around their key audience. The bottom-line is, the strategy worked – much to the dismay of those of us who strive to be health oriented. You could effectively argue that Burger King’s approach was both risky and short-term oriented. However, the point is – there is power in understand exactly who your audience is, getting to know them, and building around their wants.
John Chidsey USA TODAY file ABOUT JOHN CHIDSEY Typical start of office day : 6:30 a.m. Why he hates meetings: “I’d rather people just pop into my office to discuss things.” Typical time on the road: Roughly 50% of his time including three trips to Asia and three to Europe since being named CEO. Hobbies: Scuba, boating. Habit: Expensive cigars. College job where he got his start: Night auditor at a Day’s Inn. Advice to college students: “Take any job. You never know what it will do for you.” Things he’s heard Burger King mascot The King called: Creepy, [...]
By Bruce Horovitz, USA TODAY MIAMI – Burger King is desperately seeking pop culture’s holy grail: to be cool. So cool it can sell more than 3 million Burger-King-branded Xbox video games in two months. So cool that The King, its masked icon-with-attitude, showed up in Jay Leno skits 17 times in two months. So cool that The King’s got an ultra-popular profile on MySpace.com. Burger King’s new coolness offensive just may be working. Burger King (BKC) last week reported a 12th-consecutive quarter of worldwide sales growth at stores open at least a year. In North America, “same-store” sales were up 4.4%, the 11th-consecutive up quarter. These are feats few would have thought possible in recent years as sales tanked, franchisees were in near-revolt and stores closed. After shrinking by about 100 stores in 2004 and 2005, it opened 25