Burger King to rebrand for the first time in 20 years – what can SMEs learn?
Burger King, one of the biggest fast-food companies in the world, is rebranding its restaurants in a bid to obtain a more natural look, with old-fashioned tastes.
The sweeping changes, which will affect everything from the iconic Burger King sign right down to its menus, merchandise, decor, and social media channels, is the first time the brand has made wholesale changes to its image in two decades.
The move was announced at the beginning of the New Year, yet the improvements are expected to take several years to be implemented fully. BK is working with Jones Knowles Ritchie, a design agency that is behind Popeye’s 2019 chicken sandwich launch and Dunkin’s decision to drop “donuts” from its brand name.
It’s hoped the design will mix old-fashioned aesthetics with a modern twist by playing on the business’s historic relationship with customers.
What can SMEs learn from the process?
The news doesn’t only impact Burger King and its consumers. Businesses far and wide are rightfully looking to the company for rebranding inspiration. For small and medium-sized companies, the process could be a treasure trove of information that startups can use to enhance their brand awareness.
The role of branding professionals
A feature that sticks out is Burger King’s insistence on working with a branding agency to facilitate the change. Not every organisation can afford the likes of Jones Knowles Ritchie, yet this doesn’t mean that brand identity has to be exclusive to businesses with big budgets.
The reality is, there is more to a quality consultant firm or agency than their rates. A top-class brand consultant understands that raising awareness is more than developing a logo. They know that shoppers make split-second judgements, and the results of those first impressions are essential for lead generation and sales conversions.
Without a branding expert to guide Burger King through the process, the impact won’t be as effective. The same applies to any establishment.
Big data
Big data is a popular buzzword, yet many entrepreneurs and bosses don’t fully understand the term. It’s not only about how companies collect and store large volumes of information, such as names, email addresses, and buyer histories, but how they find the patterns to improve the user experience.
A significant factor in Burger King’s decision was the sales drop in the third-quarter of 2020. Although the pandemic played its part, BK experienced a 7% decrease due to several factors. For instance, firms became much more entrepreneurial, expanding into delivery services they previously ignored.
This is a direct encroachment into Burger King’s market, which requires a robust and substantial response. With the help of big data, BK highlighted a potential issue and took action before it escalated out of control. SMEs need to learn how to use big data in real-time to do the same.
Photo by energepic.com from Pexels
No rest for the wicked
While the 2020 sales figures were down, there’s no denying that Burger King is a shining example of how to run a successful business. According to the stats, there are over 18,500 restaurants worldwide, making BK one of the most valuable quick-service brands with an estimated value of £1 billion.
The figures highlight how well the previous branding worked. But, the management at Burger King felt it was imperative to switch up for the first time in twenty years. Among other things, this showcases the importance of striving to be better. Many companies rest on their laurels, but BK, a firm that has global assets of over £4 billion, is continuing to learn and improve.
This is probably the most significant lesson small business leaders can learn. The work ethic of the top companies is what makes them so successful, even when their market share appears infallible.
Are there any other changes?
For now, the emphasis is on the visual appeal of Burger King’s brand. However, the organisation is also investing a lot into its mobile app. This is a concerted effort for one of the fast-food industry’s biggest players to provide modern customers with what they want. This is more than food – it’s about a high-tech service that is in line with the era.
The concept is also being installed in stores. For example, state of the art Drive-Thrus are being designed at around 10,000 BK stores worldwide. Features such as digital screens with predictive ordering will add to the foundations laid by the brand’s app.
Conclusion
Burger King’s rebirth is a sign for businesses of all sizes that it’s better to be proactive rather than reactive. It might take a while for a final consensus, but it appears that plenty of people are talking about the rebranding effort, which means it’s already working.
