Burger King Cooks Up Fast-Food Marketing

June, 2011 in Rostock, Germany

With more than 11,000 outlets worldwide, BK has a solid competitive position in the high-stakes world of fast food. I spotted this Burger King sign on a busy street in Rostock, Germany. Whether Hamburg was the original home of burgers or not, Burger King is quite popular in Germany and across Europe.

Its German Web site features local TV adverts, downloads, menu information, and e-cards for viral buzz, and much more. It also links to BK's German Facebook page and to BK's German YouTube channel.

Whoppers aren't the only menu item drawing attention for BK. The company has introduced a special upmarket burger made of Wagyu beef to attract UK customers who want a gourmet treat.

In the United Kingdom, smartphone users can download the "King of Apps" to locate and navigate to the nearest Burger King restaurant. The BK UK Facebook page has not only "likes" but "check-ins" to encourage participation. And the BK UK YouTube channel posts the latest adverts. What will BK do next to heat up its fast-food marketing?