Swinging with the Trend: Burger King's Copycat Strategy and Healthy Food Push
Burger King, in response to McDonald's celebrity meal strategy, announced on Thursday that it will ban 120 artificial ingredients, from ketchup to buns, in its food, promising customers no change in taste. Ellie Doty, Chief Marketing Officer of Burger King, considered this as a significant milestone for the company, which has gradually moved away from artificial additives and chemicals in the past five years.
The company aims to promote its new preservative-free Whopper after making headlines last year by displaying a moldy version of the burger in an advertisement. Dubbed as "Keep It Real," this initiative is part of Burger King's mission to attract customers who prefer healthier food options.
In line with this, Burger King has begun offering celebrity meals, adopting the strategy of its competitor. This Sunday, Burger King will launch "Keep It Real" meals crafted by celebrities, using their real names, unlike their famous stage names.
Rapper Cornell Hines Jr. has curated a meal consisting of a Whopper with cheese, mini-fries, and a Mini-Sprite. Brazilian singer Larissa Machado, known as Anitta in the music world, serves the same meal but with an Impossible Whopper. Billboard-topping singer-songwriter Lil Huddy, a.k.a Chase Hudson, has designed a meal with his new spicy chicken sandwich, four mozzarella sticks, and a chocolate milkshake.
By following the successful marketing campaign of McDonald's, Burger King's parent company, Restaurant Brands International (QSR), reported a 18% increase in sales in the second quarter, though CEO Jose Cil was not fully satisfied with the results, as McDonald's sales rose by 26% during the same period.
To compete with the competition, Burger King introduced a new brand, expanded its loyalty program nationwide, and launched a new spicy chicken sandwich. In a desperate attempt to reclaim market share, Burger King is trying to replicate McDonald's celebrity meals strategy, hoping to lure health-conscious customers.
Burger King's push towards healthier food options is not only tied to its celebrity meals strategy but also an effort to counter McDonald's reputation as a purveyor of unhealthy food. Burger King has offered diabetes-friendly options like the Egg & Cheese Croissan'wich and high-protein options like the Triple Whopper With Bacon & Cheese, although these also come with substantial calorie and fat content.
The company is also engaged in a price war with McDonald's and other competitors, offering its "Stunner Menu" at a lower price point in India to retain market share through everyday value pricing.
Read also:
Enrichment data:
- Burger King's strategy to introduce celebrity meals was inspired by McDonald's successful marketing campaign, which has been instrumental in attracting a new demographic, particularly health-conscious customers.
- Two years ago, Burger King offered its "Real Meals" series, a marketing campaign that featured combo meals with names like "Salty" and "DGAF," which was aimed at Gen Z. This campaign, however, was criticized for being cynical and insincere, especially given that it was launched during Mental Health Awareness Month[1].
- Burger King has always emphasized offering healthier food options on its menu. For instance, its Egg & Cheese Croissan'wich has been considered as a diabetes-friendly choice due to its balanced nutritional content, and the 8 Piece Chicken Fries serve as a healthier alternative to regular French fries[2].
- Burger King also offers high-protein choices like the Triple Whopper with Bacon & Cheese, packing 82.5 grams of protein but with substantial calorie and fat content[5].
- In India, Burger King offers its "Stunner Menu" at a competitive price point, undercutting McDonald's to maintain its market share through everyday value pricing[3].
