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What Burger King Gets Wrong With Its Rebrand
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- čas přidán 16. 08. 2024
- Burger King is dumping $400 million into renovating its brand over the next two years. In this video I share what Burger King gets wrong with its rebrand and what they should do if they want to succeed.
#burgerking #branding #fastfood
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Ilove BK but rarely go. Theres barely any near me and the foods quite expensive. Its always dead inside ,the drive through is empty but for some reason takes longer to receive your food than a packed McDonalds. I live in the UK
Lost our family's trust when we all ended up with food poisoning due to their lack of hygiene here in the UK. Definitely not the best brand culture to live up to.
Oh dear. That's not good. Everyone came out of it okay, I hope. Even so, I'm not surprised to hear you got sick. Just proof of my points in this video. BK really need to do better.
Had the same experience with them here in India - straight up raw meat in the burger
@@adil-l 😫
As a 23 year old in SC who often eats fast food, I don't even consider burger king as an option. Usually it's McDonald's, cook out, Chick-fil-A, or taco bell. Usually go with cookout. But there's a stigma around BK that's been that way for a long time, it's cheap! McDonald's is cheap but you don't see McDonald's the same way you see BK. BK is no longer a staple. Like you mentioned in the video, they aren't nice. Neither are the workers. They've lost too much market share and I don't think they can come back.
SC in the house! I did a Cookout drive through in Summerville and it was really good. There's a lot of good fast food here-chains you don't see in the north. Heck, there's just a lot of good food here in Charleston. We've been here a while and I still haven't gotten out to half the places I want to try.
I always enjoy your thoughtful videos. I don’t work in your field which is what makes hearing your perspectives so interesting.
With respect to trust - this is one reason my family really likes the local Five Guys. When you walk in it is always spotless, and there is usually a staff member cleaning whatever needs it, and you can often sense a faint scent of cleaning solutions. It’s brightly lit - they choose white as their interior color which does not hide a mess easily. And all food is prepared pretty much right in front of you - nothing hidden. I never gave those points value until you discussed this. Our experience with Jimmy John’s is similar to Five Guys.
Excellent comparison. Yes, Five Guys gets it right, as my experience with their stores is exactly what you describe. Thanks!
We had a burger king open in our area a couple years ago and everyone was very excited. Since they've opened, it's been story after story about prices charged not matching prices on the drive thru board and other quality or experience issues. Really disappointing. They really lack a strong execution.
Seems like there's a deeper problem within the organization. They don't seem to have a commitment to the basics. Maybe they lack deeper values. Hard to say, as I have no exposure to the corp management. But, we can infer their values, or lack thereof, from the way the stores across the world seem to be managed. Not good.
One thing Burger King stores do right: pumping that flame-broiled smell into the atmosphere. I love that smell. (The BK at Jefferson and East Henrietta Rds, in Henrietta NY does a great job at this.) They should keep that up.
BK (and every McD's competitor) should stop trying to innovate with their french fries. Just admit defeat and do what McD's does. McD's fries with BK's flame-broiled taste is a winning combo. Or at least it was...
It's been a while since I've set foot in a BK so I can't speak to the cleanliness issue. I think my last visit was at a store in Victor, NY. Terrible. We weren't even sure they were open, and it took a long time to just get their attention. Then every item we (eventually) received was flawed, down to the coffee having coffee grounds in it.
As for marketing...I wonder if we have seen the last of the king with the frozen grin. I enjoyed their campaigns with him, but then I liked the joke of it and jokes are not necessarily good marketing. Obviously he has not improved their fortunes. And in light of the cleanliness problems you have described, the idea of that frozen face leering at you is NG. I wonder if we can expect a new campaign stressing care and concern -- a reboot of "Have it your way." I hope they don't take a Panera Bread "clean food" approach. That was a loser for me and the fact that family members have gotten sick from Panera puts the lie to it.
Yes! You're 100% on the smell. And ... I know the *exact* store you're referring to. In fact, I've purchased a few burgers from that one through the years. It's a good example of how tired those stores can get. It's been there forever ... and it looks like it.
@@daviddanglis7135 I hate Panara and for no other reason than there was a stretch of time where everyone wanted to have business coffee meetings at Panara. I need to unpack my feelings on it because it's to the point where I absolutely resent Panara. And yet, I don't think I ever had a bad experience there. Kinda strange.
Fascinating insight as always Mr Mike. When I heard ‘millions to update’ I never thought of the breakdown per store, definitely not enough to spruce them all up. I did go there more often with younger kids as they had more options than Mac Donald’s for kids with allergies. Just yesterday I was driving in Charleston SC and saw a BK gravesite, that sad and sorry building is no inspiration to go looking for an open store even if I really want a greasy flame broiled burger.
I like the cut of your jib, Kid. You've got style, and more importantly, you know quality when you see it-especially in CZcamsrs. 😉
They could also try making food that doesn't suck. That might help.
Jeepers! You want the whole world, don't you? 😂
All really smart points Mike! I'd suggest if they want to regain trust and separate themselves from all the other burger chains they should go fully non-gmo. Like Chiptole did. I'd don't hardly eat fast-food because of this lack of trust in the ingredients. If they went at least non-gmo I'd eat there certainly more often than I do now which is pretty much never. Charge a little more if they have to, but then they could market themselves as cleaner and better quality than McDonald's. Make McDonald's look like trash compared to the new King of clean burgers. Pipe dream, but you never know.
Ah! Great point, Sarah. They are so disgusting that it didn't even occur to me that they could go GMO. It would differentiate them in a big way and they could use that to make the claim that their food tastes better because it is made with better ingredients.
Mike, show me on the doll where the Burger King hurt you
😂😂😂
A flaming review. 😂
Haha! Nice. 😄
i dont mind a old building but i do mind a dirty kitchen, toilets, and eating area, the food is better than McDonald's but i wont buy from BK because its dirty
Sometimes an old building is nice, like an old neighborhood pizza shop that's been in business for 50 years. You know you're in for a treat. BK isn't that.
@@MikeGastin yeah i agree
Your video fascinated me for someone who likes the rebrading of Burger King and thought they were doing quite well. Got to feel sorry for Burger King.🍧🥤🍔🍟
Hi Matthew. TBH, I too like the rebrand from a design perspective. It's perfectly retro and at the same time brings the brand forward. I especially like how they have applied it across their packaging. But, wow those stores are sorry. Thanks for the comment!
@@MikeGastin Your welcome.🙂
Shit in a nice box is still shit. I went into one not long ago and the food made me sick. I always hated the updated logo, glad to see the old branding back but it doesn't change that Burger King hasn't really tasted good to me since the 80s.
Well said. TBH, I rarely eat any fast food these days, even fast casual like Chipotle. I wonder how it is these places keep going, but somehow they do billions every year.
@@MikeGastin When I was much younger I thought fast food was the greatest tasting thing ever and I liked Burger King but now it's rare thing for a multitude of reasons, most of all my body rejects most fast food. I remember at some point in the mid 90s, about the same time they adopted that cartoon logo, Burger King in specific did something to their food that made it very unappetizing to me. I tried it recently, funny enough half because I saw the old logo and though "well maybe they wen't back to the old food too." That was a foolish assumption.
@@MikeGastin I suppose fast food get's people because it's relatively cheap, fast and easy (even though it's cheaper to go to a grocery store) but all that high sugar, fat and sodium can be addictive and I think for many it's like smoking. I get it but yeah, I'm more a fan of my own cooking these days.
With you on that. Heck, we go out for a steak and I always feel like we do better at home. Lol. Old people like us .... 👊🏼
Burger king should do a mcdonalds monopoly style event for a month or so
I remember those Monopoly promotions that McD's did way back in the 80s. They were fun.
@@MikeGastin does america not have them anymore? The UK has them every year its running right now
@@iCozzh We probably do. I'm just out of the loop-I rarely eat at fast food places and when I do, it's out of necessity, like a road trip. So, have no idea.
Ay itschaboi Mike...
Even when I have nothing intelectual to say I like to leave my mark. Great vid bid.
Thanks ... and I'm always glad to hear from you. ;)
Keep moving south. Lmk when youre in Jacksonville..lol
I think we're staying put, but you never know.