I’ll start by saying, regardless of the strategy of aping McDonald’s to catch up on attracting the valuable consumers it repelled with the The King, I find current Burger King work almost unwatchable. Almost physically unbearable.
I doubt I’m alone and I don’t think that’s a positive move for the company: insultingly stupid ads.
But the strategy has its pros and cons.
Either way, there’s kind of a delicious point made by a dissenting commenter on this QSR magazine piece:
Having been in the system for 30 years, I have seen regimes come and go, and ideas come and go, but it seems this one has truly missed the ball when it comes to understanding the brand. Take the photo in the article…if you see the logo on the back wall, it says “the king grills here”. For 40 years, BK has defined itself as the home of flame-broiling, having successfully hit McDonald’s and other competitors with that fact.
Whether flame-broiling is or isn’t the key to Burger King’s future, it is very interesting to read the (I’ll be frank) almost sycophantic reporting, which loves everything it sees the new Burger King doing—then read the franchisees’ rebuttals.