Miami-based fastfood giant Burger King Corp has unveiled a new website, designed to strengthen the brand’s relationship with consumers.
Go deeper with GlobalData
In addition to useful consumer information, the new web platform will allow the company to offer exclusive entertainment components, which will integrate the site into its current promotional offerings and entire marketing effort.
Chris Clouser, executive VP and chief marketing officer, explained: “We spent seven months speaking with consumers to learn what they want in a ‘favorites’ website. The site was designed and totally driven by those consumer insights.”
Hal Rossiter, senior director, Internet & Loyalty for Burger King Brands, added: “The new website is not a stand-alone piece of entertainment but rather a fun, robust and engaging online environment that our customers can easily navigate and explore.”
Rossiter explained that recent studies have indicated that teens and tweens are moving away from the television and towards the computer at a rapidly increasing pace. “We know that our younger customers, kids and young adults, look to the Internet as their primary source of information as well as entertainment,” he said. “The intent of our re-designed site is to bring consumers back again and again. To do that, we will change and upgrade the site with new features regularly.”
US Tariffs are shifting - will you react or anticipate?
Don’t let policy changes catch you off guard. Stay proactive with real-time data and expert analysis.
By GlobalDataHe said that future near-term enhancements, as part of the staged rollout will include an on-line consumer response center as well as hyperlinks to the soon-to-be-launched loyalty program.
The www.burgerking.com site contains, amongst other things, company information, nutritional tables, scholarships and soon franchising information. Also showcased are product and Big Kids promotions currently available nationwide along with a restaurant locator.
VML Inc, the interactive agency of record for Burger King Corp, handled the creative execution of the site and will continue to develop integrated kid and adult internet promotions, evaluate and manage internet-based promotional opportunities, and perform site measurement, reporting and evaluation as well as internal support.
