When Burger King set about to fix its ailing empire, the fast food giant started by sizing up everything on the menu – even the mayonnaise.A group of Burger King executives and franchisees this past year sat by way of a lengthy presentation filled with charts and graphs regarding 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 a fairly hard day,” recalls John Koch, Burger King’s executive chef.
It wasn’t the only one. Over the past year, Burger King evaluated all its ingredients through the bacon to the cheese slices it serves on its char-grilled burgers as part of per year-long quest to reverse numerous years of slumping sales of its 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 can be for any fast-food company to create new menu items – a process most Americans aren’t aware of when they’re handed a bag in a drive-thru window. Burger King will be the latest chain to revamp its menu included in the fast-food industry’s move away from its nearly single-minded courtship of men. After the lifeblood in the industry, the economic crisis hit those junk food fanatics particularly hard. Simultaneously, Americans usually have been demanding healthier options.
Burger King has did not evolve even as competitors go after new customers with breakfast items and healthier fare. A year ago, Wendy’s the very first time edged out Burger King breakfast menu because the nation’s No. 2 burger chain behind McDonald’s. To stem the decline, Burger King executives last year decided to remodel its ageing system of 7,200 stores to ensure they are more contemporary, redesign worker uniforms with aprons therefore they stay clean and even serve the iconic Whopper in cardboard cartons instead of paper burger wrapping the very first time in more than two decades. The food, however, is in the middle of the plan.
Consumers have longed for more food options at Burger King, nevertheless the revamp is a gam.ble. The brand new menu might not go far enough to differentiate Burger King from the competitors.
All things considered, you will find striking similarities between Burger King’s new items and 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 during 2009, and fruit smoothies in 2010.
“Being an innovator is essential inside the fast-food industry,” said Darren Tristano, an analyst for food industry researcher Technomic Inc. But lately, he said Burger King continues to be more of a follower. Burger King executives don’t deny that its new products are pretty near those on McDonald’s popular menu. However they repeat the new menu was developed because of this mhrnhb Burger King’s own research.
“Consumers wanted more choices,” said Steve Wiborg, president of Burger King’s North America operations. “Not just healthy choices, but choices they can get at the competition.”
the fast-food industry has undergone a shift recently. Just 5 years ago, the best three fast-food companies were all burger chains. But concerns over obesity have paved just how for competitors like Subway, now the second-biggest chain, and Starbucks, which climbed up the rankings to the No. 3 spot. Smaller players including 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 like fruit smoothies, iced coffees and oatmeal. Burger King failed to keep up. Its share of sales among BK menu fell from 17 % 10 years ago to 12 per cent this past year, based on researcher Technomic. McDonald’s share rose from 42 percent to 50 per cent.