When Burger King launched a new marketing campaign late last year with a little jingle to support the Whopper, Tom Curtis was initially skeptical.
The ad campaign proved to be an early win for Burger King in its big bet to compete against McDonald's — which is also promoting its signature burgers — and turn around its business by going all in on the Whopper.
That means the monarch character who was featured in the chain's commercials for years, has been dethroned, at least for now. "He's on sabbatical," said Curtis. "I don't know what his place might be in the future."For Burger King, the Whopper is more than just a burger. It's a key weapon in the fast food wars.
Curtis said the Whopper is special because it's "flame-grilled," adding "it's like a backyard barbecued burger" prepared at a large scale. "Never underestimate Patrick Doyle," said Sara Senatore, a research analyst at Bank of America Securities, which provides financial services to RBI. "He's kind of a living legend."
For Burger King, "the challenge is you're competing against McDonald's, and McDonald's is really good," said Senatore. And McDonald's "is not exactly resting on its laurels," she said. "They're not going to make it easy for Burger King."It's one thing to get people in the door with catchy songs. But in order for Burger King to parlay those visits into a meaningful sales improvement, people have to want to come back.
In order to do all this, Burger King needs the support of franchise operators, who will have to shoulder much of the costs of remodeling themselves. Some franchisees aren't in a position to do so — in recent months, a handful of Burger King franchise operatorsFranchisee buy-in is key to a franchisor's success, especially when the operators need to invest into locations.
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