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Burger King

Burger King. Lettuce Photo incident of 2012. Burger King Overview. Founded in 1954 Second largest fast food hamburger chain in the world Ranked below top competitors Committed to premium ingredients, signature recipes, and family-friendly dining experiences. So… Have It Your Way?.

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Burger King

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  1. Burger King Lettuce Photo incident of 2012

  2. Burger King Overview • Founded in 1954 • Second largest fast food hamburger chain in the world • Ranked below top competitors • Committed to premium ingredients, signature recipes, • and family-friendly dining experiences

  3. So… Have It Your Way? “This is the lettuce you eat at Burger King.” USA Today YouTube Link

  4. Incident Timeline • JULY 13, 2012 – Picture taken • JULY 16, 2012 – Picture originally posted on 4chan.org

  5. Incident Timeline • JULY 17 – First response from Burger King Franchise • JULY 17 – Board of Health determined no contaminated lettuce was served • JULY 18 – Burger King Corporation response released • “Burger King Corp. is aware of a photo that shows a BURGER KING® restaurant employee violating the company’s stringent food handling procedures. Food safety is a top priority at all BURGER KING® restaurants and the company maintains a zero-tolerance policy against any violations such as the one in question.The restaurant where this photo was taken is independently owned and operated by a BURGER KING® franchisee. The franchisee has taken swift action to investigate this matter and has terminated the three employees involved in the incident.” • - Bryson W. Thorton, Director of Global Communications

  6. Incident Timeline • JULY 25 – David Letterman “Burger King Guy Top Ten” David Letterman YouTube Link

  7. No Twitter response

  8. No Facebook response

  9. No website response

  10. Results • Lack of communication • Lack of reputation and relationship management

  11. My Proposal lettuce photo incident of 2012

  12. Goal To improve public’s attitudes about Burger King’s premium ingredients, dining services, and brand identity overall to prove to the publics that Burger King is the premier choice among fast food hamburger chains.

  13. Objectives #1 • Business metrics • Brand revenue • Brand ranking #2 • Brand awareness • Social media use #3 • Brand positioning • Public perception

  14. Messages Key Message #1  Burger King takes full responsibility for their food safety Key Message #2  Burger King is committed to their customers Key Message #3  Burger King is committed to showing that they are the top choice among their competitors

  15. Tactics #1 • Strategy #1  Transparency • Press releases, Twitter, Facebook, • website, YouTube posts • Video interviews with Bryson W. Thornton • Deadline: July 16 – August 1, 2012 • Budget:$500

  16. Tactics #2 • Strategy #2  Audience participation • Engage in conversations with publics • Twitter, Instagram, website, surveys, etc. • Deadline: August 1 – September 1, 2012 • Budget: $0

  17. Tactics #3 • Strategy #2  Audience Participation • Launch a social media campaign with promotional hints and giveaways • “Have it Your Way Day” • Deadline: September 1 – October 1, 2012 • Budget: $12,000

  18. Measurement • Objective #1  Business metrics • Brand revenue before and after • Rankings compared to competitors • Objective #2 Social Media • Growth of followers, fans, likes, comments, shares, etc. • Objective #3  Brand positioning/trust • Survey long-time and new customers Gauge public perception via social media

  19. Questions?

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