Burger King Adjusts Marketing After First-Quarter Sales Slide
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Burger King showed a healthy profit in its first quarter, but a 3% drop in same-store sales in the U.S. and Canada, which North American President Alex Macedo attributed in part to marketing messages that he called “unbalanced.” He said that the chain was able to regroup its marketing late in the quarter, making it possible to strike the right chord in its U.S. marketing with a balance of value promotions and premium products.
Mr. Macedo credited its mix of promoting value products like its $1.29 Whopper Junior and premium limited-time products like the $3.99 turkey burger and the $4.29 Chipotle Whopper as helping the chain stem the sales slide late in the quarter. The company, he said, was also able to bring in a broader audience including women and people over 50.
He said that this year’s marketing mix will be much more even, in that it’s not dedicating a huge portion of marketing dollars to specific quarter like it did last year for a menu overhaul. He also said that the company plans to roll out more menu innovations this year.
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