Business for the once ailing fast food chain Burger King is booming, and the company’s new CEO says high-profile appearances by the mascot at sporting events this year have helped boost sales.
Burger King has seen a growth in business across all dayparts, CEO Daniel Schwartz said on a conference call with analysts Monday. He attributes the growth to focusing on new menu items, speeding up remodels of restaurants, and bold new marketing strategies.
What was one of those big strategies? To have the Burger King mascot make appearances in Floyd Mayweather’s entourage for his huge fight with Manny Pacquiao, and also to be with American Pharoah’s group at the Belmont Stakes.
What's a girl gotta do to get the @BurgerKing Mascot to hang with her during a big event?! #Pace15 #PayMeInWhoppers pic.twitter.com/0q8XoXI4HZ
— Heather Vitale (@HeatherBVitale) July 9, 2015
Via The Street:
Further, Schwartz attributed part of the strength in the quarter to the return of Burger King’s somewhat creepy King mascot, which made high-profile TV appearances at the Kentucky Derby in June and the Mayweather-Pacquaio fight in May to much social media fanfare. Same-restaurant sales at Burger King U.S. surged 7.9% in the second quarter, quicker than the 6.9% gain grilled up in the first quarter.
What can we say other than this was brilliant marketing by BK? The mascot’s appearance in Mayweather’s entourage went viral and became a trending topic, second only to this. Then when the mascot appeared at the Belmont in Bob Baffert’s box, it trended again.
Burger King cannot overdo this practice by placing him everywhere, because then it would take away from the novelty. They should continue to be selective about the placement. But the strategy was genius; it got Burger King in the heads of millions, and also made the restaurant seem somewhat cool. Now that is how to do marketing.
Back in LA now from #FightWeekend in #LasVegas. Of course #JustinBieber was there, too… with @BurgerKing mascot?! pic.twitter.com/Zp1nt53B3I
— Mike Sington (@MikeSington) May 3, 2015
