Blog

Image courtesy of bkwhopperbar.com

I have to say it. The King kind of creeps me out, and I don’t know why the women in this picture are looking at him like he’s George Clooney. And I take it he scares my 10-year-old neighbor who used a BK King mask as part of his spooky Halloween props last year. But guess what? I’m not their main target market, and neither is my 10-year-old neighbor.

Burger King has long struggled with how to beat the golden arches at their own game, and it would have been easy for them to keep trying to chip away at the share of stomach by matching them product for product. How boring would it have been to see a BK version of McCafe, which is more suited for the mommy and me set or yuppies on the run needing their latte fix? So cheers and a big fist pump to BK for further digging in their heels and focusing on how to create a relevant dining experience for the 18-to-20-something year old “dudes” they’ve been successful at turning into loyalists—instead of forever chasing after the market McDonald’s owns with an iron fist.

The decision to expand their Whopper Bar concept and add beer to the menu is a potential home run that might help them finally break away from the pack. It may look like a risky move to some because we are programmed to think fast food has to equal family-friendly. But as their pilot store opens in Miami my money is on them.  They’ll attract people either on their way out to bars looking to pregame with a budget friendly burger and beer, or heading home for the night and needing a little something (c’mon, we’ve all been there!). You can choose between classic Whopper, or for the more discerning palate, a range of specialty burgers with have it your way “primo accoutrements.” The current Whopper Bar in Orlando has been serving as an innovation lab for more premium burgers; so even if your tastes mature you won't necessarily outgrow the menu. Times being what they are Whopper Bar may, on occasion, replace the pricey night out in South Beach, Vegas, or Manhattan if BK can pull off something cool enough. It certainly puts them in the consideration set with Chili's and other fast casual spots that are slashing menu prices to get people back in their restaurants.

Talk about a trifecta. Focus on the burger, which has always been the strong selling point for BK. Focus on a unique, meaningful experience for the people you already win with, at a recession-friendly price. Then tie it all to the brand promise that you can “have it your way.” I might develop a small crush on the King myself!