Fast food chain Burger King announced changes that will affect the menu, design and marketing strategy. The world-famous American company was founded in 1953, since then its menu has not undergone any significant changes. Now it is planned to introduce 10 new dishes to the menu, the main emphasis will be placed on a healthier and more wholesome diet.
Despite numerous attempts in recent years to attract new customers, the popularity of the network is declining. In 2011, it lost second place in the list of All-American hamburger chains - after McDonald's the second most popular network was Wendy's. The main changes will affect the menu, customers will be able to buy in Burger King more “light” and less high-calorie dishes, the range will expand by adding fruits and vegetables. The changes will also affect the design of more than 7,200 establishments.
All innovations will be supported by massive advertising, it is planned to attract celebrities to participate in commercials - the scale of the advertising company promises to become unprecedentedly large, the changes are already being called the most significant in the history of the brand. In total, the network plans to spend about US$750 million on planned activities.