As the coronavirus pandemic swept around the world, Burger King and its parent company, Restaurant Brands International, have used a global footprint to track what works in various markets and then implement the best ideas in others.
But it hasn’t all been driven by typical creative work. Something else Burger King did in Europe was expand delivery. By increasing the radius for delivery, Machado said the company was able to recoup some of the in-store sales that were lost during the lockdown.
“The QR Whopper was not the first idea we did, right? Because I don’t think it would fit well as a first idea. We did other things that helped us pave the way to do something that is a bit more fun like QR Whopper. The research behind QR Whopper is like wow people are at home for a couple of weeks or more than a month in most cases. And they are starting to get bored, so we wanted to do something that would be fun, that would drive delivery, that would drive app usage.
“When I think about the three brands that we have—Popeyes, Tim Hortons, and BK—in the past four weeks we’ve done stop motion, we’ve done stock footage, we’ve done re-purposing footage that we’ve already had. We’ve done all the above and very successfully. I think sometimes people do have bit of prejudice toward stock because they want to leave their own mark or create from scratch, but sometimes stock does work.
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5 Lessons From Burger King CMO Fernando Machado On Marketing During Covid-19As the coronavirus pandemic swept around the world, Burger King and its parent company, Restaurant Brands International, have used a global footprint to track what works in various markets and then implement the best ideas in others.
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