When Burger King set about to fix its ailing empire, the fast food giant started by scrutinizing everything on the menu – even mayonnaise.A group of Burger King executives and franchisees last year sat through a lengthy presentation complete with charts and graphs on how oils and eggs affect the quality of the spread. A blind taste test of 30 varieties followed. The verdict: They liked the one Burger King was already using.
“That was really quite a hard day,” recalls John Koch, Burger King’s executive chef.
It wasn’t the only person. In the last year, Burger King evaluated all of its ingredients through the bacon towards the cheese slices it serves on its char-grilled burgers as part of per year-long quest to reverse many years of slumping sales of their Whoppers and fries. The end result: On Monday, it intends to launch a lineup of smoothies, frappe coffees, chicken strips and snack wraps. The Ten new items mark Burger King’s biggest menu expansion because the chain opened its doors in 1954.
Burger King’s food odyssey shows how gruelling it could be for any fast-food company to generate new menu items – a procedure most Americans aren’t conscious of when they’re handed a bag in a drive-thru window. Burger King is definitely the latest chain to revamp its menu within the fast-food industry’s depart from its nearly single-minded courtship of boys. Once the lifeblood in the industry, the economic crisis hit those junk food fanatics particularly hard. Concurrently, Americans generally have been demanding healthier options.
Burger King has failed to evolve even as competitors have gone after new business with breakfast items and healthier fare. This past year, Wendy’s the first time edged out Burger King menu prices as the nation’s No. 2 burger chain behind McDonald’s. To stem the decline, Burger King executives a year ago chose to remodel its ageing system of 7,200 stores to ensure they are more contemporary, redesign worker uniforms with aprons so that they stay clean and even serve the iconic Whopper in cardboard cartons instead of paper burger wrapping the first time in more than two decades. The food, however, is in the middle of the plan.
Consumers have longed for additional food options at Burger King, but the revamp is really a gam.ble. The newest menu might not go far enough to differentiate Burger King from the competitors.
In the end, there are striking similarities between Burger King’s new items as well as the offerings of their much-bigger rival McDonald’s. The Golden Arches already presented specialty salads in 2003, snack wraps in 2006, premium coffee drinks in 2009, and fruit smoothies during 2010.
“Being an innovator is essential within the fast-food industry,” said Darren Tristano, an analyst for food industry researcher Technomic Inc. But recently, he explained Burger King has been much more of a follower. Burger King executives don’t deny that its new merchandise is pretty close to those on McDonald’s popular menu. But they say the new menu was developed consequently mhrnhb Burger King’s own research.
“Consumers wanted more choices,” said Steve Wiborg, president of Burger King’s The United States operations. “Not just healthy choices, but choices they could get in the competition.”
the fast-food industry has undergone a shift in recent years. Just five-years ago, the top three fast-food companies were all burger chains. But concerns over obesity have paved just how for competitors like Subway, the second-biggest chain, and Starbucks, which climbed in the rankings for the No. 3 spot. Smaller players like Five Guys, which sells made-to-order burgers, are gaining ground too.
McDonald’s quickly adapted. The world’s biggest burger chain reinvented itself as being a hip, healthier place to eat by providing wireless Internet and rolling out a string of hit menu items including fruit smoothies, iced coffees and oatmeal. Burger King failed to keep up. Its share of sales among Burger King menu fell from 17 percent a decade ago to 12 % last year, in accordance with researcher Technomic. McDonald’s share rose from 42 per cent to 50 percent.