Marketing Viewpoint by Ruth Winett
Lessons Learned from Burger King's Re-branding
When US and Canadian sales plummeted after an unsuccessful foray into healthy foods, Burger King had to choose between fast food and "fast-casual" healthier foods. Following extensive soul-searching, the company again considers itself a fast-food company.
The chain re-engaged its fast food clientele by paring its menu, introducing chili-cheese hot dogs, and reintroducing chicken fries. Sales rose again, reports Julie Jargon in “Burger King's Identity Crisis Spurs Makeover,” Wall Street Journal, March 10, 2016, p. B1.
Whether you are a B2B or B2C company, your re-branding effort should include these components:
In addition, successful re-branding requires that you
In every industry, change is fraught with peril. Coke made the disastrous decision to dicker with its formula only to have to restore Classic Coke. When your business is considering new offerings or re-branding, be sure to provide management support, listen to your customers, and conduct trials of new options before introducing them to your customers. Finally, develop a method for measuring success.
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