‘It depends’ as a strategy
Burger King teaches that rigid plans do not help in growing businesses
Strategy
Burger King teaches that rigid plans do not help in growing businesses
Burger King is struggling during the pandemic. The strategy, which worked for Popeyes, is not working for Burger King and Tim Hortons. The sales of fast foodwent up during the pandemic.
Restaurant Brands International owns Popeyes, Burger King and Tim Hortons. RBI’s strategy for Burger King is to open touchless outlets. It may work. RBI’s response for Tim Hortons is to change the coffee recipe and focus on loyalty schemes. It may not work. Its key customers aren’t commuting, who buy coffee and food on the go.
Marketing expert Dave Wakeman wrote, “In everything marketing related, it depends is typically the place to start.
Here, it depends. Just because fast food restaurants are achieving an uptick during the pandemic, that doesn’t mean that every brand is going to be successful and that there aren’t factors that are going to cause a trend to be bucked.”
The right strategy for the businesses depends on looking through the eyes of the customer, knowing what they are dealing with and what are they valuing. Popeyes has been focussing on customers and winning the war. Customers do not value celebrities endorsing fast food brands, but they value the pricing.
Dig deeper: The chicken sandwich war of 2019 Link
