Marketing the new menu
Alex Macedo, senior vice president of marketing for the North America division, said the new menu rollout will be accompanied by one of the company’s biggest media pushes, including television and radio advertising, social media, and the revamp of the BK website.
Commercials will feature A-list celebrities, including soccer star David Beckham, singer Mary J. Blige, actress Salma Hayek and comedian Jay Leno.
Over the next three months, Burger King plans to send out a fleet of 30 trucks that will offer free samples of menu items at events, like concerts, baseball games and other large public gatherings in 30 to 40 cities. Consumers can track the trucks beginning April 18.
Free samples will be offered in restaurants as well, Macedo said. One week in April will be devoted to sampling the new salads. In May, a week will showcase the newstrips and in June the focus will be on smoothies and frappes.
“We want people to come out and try them and we’re sure they’re going to love them,” Macedo said.
Wiborg said there is more to come this year, as the menu continues to evolve based on the company’s consumer research.
“We didn’t stop listening to our consumers and what you’ll see over the summer and fall will be directly from what they told us,” Wiborg said. “The innovation may be a little catch up, but they’re best in class products. Our guests will taste the difference and continue to come back.”