Burger King Marketing Mix (4Ps) & Marketing Strategy

Burger King Product Strategy:

Burger King is a leading fast food chain which offers burger based meals for different age groups. Burger King’s menu has a wide offering of burgers, potato fries, beverages and milkshakes. Burger King serves burgers in both veg and non-veg categories. Sides and beverages are value added to the burgers. Salad and veggies are introduced considering diet-conscious consumers. Burger King has focused on its dessert category food containing milkshakes, Oreo shake, cookies and ice-creams. Value meals and Kids meals are some combos to compete with combo packs offered by its competitors. Burger King has managed its operations in the more efficient way by maintaining the quality of the product offerings in its marketing mix overall globally. Following are some food categories of Burger King offerings:

• Burgers

• Chicken and fish

• Sides

• Salads and veggies

• Beverages

• Sweets/Desserts

The company serves close to 15 million customers daily and sells more than a billion burgers every year. Hence these are the important products offered by Burger King.

Image: Wikimedia

This concludes the product strategy in Burger King marketing mix & strategy.

Burger King Price/Pricing Strategy:

Below is the pricing strategy in Burger King marketing mix strategy:

Burger king follows pricing of Market-oriented pricing strategy and bundles pricing strategy as well. Burger King has prices comparable to market behavior and demands.

With main competition with McDonalds, the Burger King has focused more on its better quality and taste with affordable prices. Operational cost is also one of the important challenges to maintain its cost pricing strategy for Burger King’s outlets. As Burger King’s value-added meals and beverages are ways to generate more revenues for Burger King. Burger King offers burgers starting as low as $1 and up to $10, and also gives combo meals with multiple burgers, fries, beverage etc. The annual revenue of the company is more than $1.5 billion.

Burger King Place & Distribution Strategy:

Following is the distribution strategy in the Burger King marketing mix:

The Burger King has strong supply chain network globally. As headquarters situated Florida in the US, all operations are distributed region wise. As the suppliers of burgers, beverages and desserts are decided by the standards and quality of Burger Kings quality control dept. Burger King has set up food outlets in most of the big cities globally as majority of its target audience are in the urban market. Burger King has one of the highest number of restaurants in the US. Geographically they have a high presence across USA, Europe and Asia.

Burger King has developed physical stores, website ordering and mobile application for increasing the customers reach for getting orders and increasing revenues.

Burger King Promotion & Advertising Strategy:

The promotional and advertising strategy in the Burger King marketing mix is as follows:

Burger king applies various way to markets their products. Advertisements in print media like newspaper, magazines and hoardings. The food content is among its more focused advertising strategy of Burger King. Burger King also organizes or sponsors different events to reach to more customers. Offering more value-added menu for the main course during the time of ordering is also one of the strategies of Burger King. More discounts o0n application based ordering, distributing discount coupons during the first visit for the second visit will help to generate the customer base. Digital marking is now emerging promotional strategy of the brands. Customer analytics helps Burger king to strategized its marketing to reach the targeted customer. Burger King is also publicizing their products digitally using SME and other techniques to reach to mass.

Since this is a service marketing brand, here are the other three Ps to make it the 7Ps marketing mix of Burger King.

Physical Evidence:

With presence in more than 15,000 locations with more than 70 countries, Burger King has remarkable presence in most of the developed countries, Burger King has also started expanding in developing countries and emerging economies. Burger king has also been expanding its operation in African countries looking for more growth opportunities. The location of Burger King restaurants are maintained in a such way that it is present at prime location to attract their target audiences. The unique burger logo, restaurant themes, uniform ambience, quick services etc. are all a part of its physical evidence.

People:

Burger King has focused on their customers and employees as well. The customer satisfaction ratio of the Burger King is much higher compared to other fast food outlets. Quality food and unique dining experience with fast availability of the food has made Burger King more customer centric. Burger King has also been keen to work for their employees. Programs such best performer for the week and regular appraisals appreciating the work contributed by every individual employee is considered in the Burger King corporation. More than 20,000 people are employed with the brand.

Process:

Process which is the main part of the operation is internationally designed by experts to operate internationally by Burger King. Being successfully operative in more than 70 countries Burger King has successfully maintained its taste, work culture, customer satisfaction, supply chain and new product launches in accordance to the respective country only because of the process flow maintained by the Burger King. In the restaurant from order received to the disposal of the residual of the food everything is maintained in the flow process. Processes made such huge food chain to work more reliably in any environment. Hence this concludes the marketing mix of Burger King.

About Burger King:

Burger King is one of most famous brands of burger making chains. With a history of more than 50 years, Burger King is having more than 15000 locations in more than 70 countries. Initially, they introduced Whopper sandwich, with time the Burger King has changed their menu and strategies according to the market atmosphere.

Burger King which is abbreviated as Burger King has started their franchised model in 2013. Burger King is continuously improving its food menu adding new customized options. 

This article has been researched & authored by the Content & Research Team which comprises of MBA students, management professionals, and industry experts. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

Browse marketing strategy and 4Ps analysis of more brands similar to Burger King. The Marketing Mix & Strategy section covers 4Ps and 7Ps of more than 800 brands in 2 categories.

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