Burger King to focus on Whopper, establish more impactful promotion with ‘better testing’

Burger King has revealed its plan to focus more on its Whopper brand this time. The fast-food chain will be dedicating more attention to the burger it is known for worldwide and bank on it for growth.

As Burger King works on its multibillion-dollar Whopper brand, it will also be removing food items that are not performing well in terms of sales. It is now committing to re-focus on the brand's core.

Marketing Week reported that to start off its plans, Burger King will implement "better testing protocols" to make sure that its promotion and marketing initiatives would be impactful and something that will surely show good results. The burger joint is expecting to see the outcome of these new protocols in the latter half of this year.

"We are excited to kind of work on that brand positioning and defining our brand essence going forward," Burger King US and Canada's president, Tom Curtis, explained during the investors call on Tuesday, Feb. 15. "We will be focusing on our core, on The Whopper, flame-grilling, having it your way. Those are really the things that made us great and the things that will make us great going forwards."

The BK US and Canada president's statements follow the words and clearly aligned with what Restaurant Brands International's (RBI) chief executive officer, José Cil, said in October last year. The chief said that Burger King has been working on a scheme to reclaim market share and get the brand back on track for long-term sustainable growth.

Cil said that the restaurant will make its media planning and marketing more thoughtful and consistent in the U.S. The aim of this move is to be able to communicate its value proposition to the consumers.

Burger King's ongoing agency review is part of the efforts to reclaim its identity and market share. As per Adage, RBI, BK's parent company, confirmed earlier this month that it would review its creative and media agency partnerships.

"I think where we have the most opportunity is in really redefining, or defining, who we are, and having a relevant and distinct voice," Curtis previously said during a conference call for RBI's Q4 financial results. "That is one of the reasons that we went out to agency review."