Business english

 BURGER KING

Why Burger King left France :

• His two principal concurrents , Macdonalds and Quick ARRIVED IN france at the same time. The brand had 39 restaurants in France but it closed in 1997.
• The second biggest fast-food chain in the world after McDonald’s, Burger King made its return to France in December 2013, 16 years after it closed shop as a victim of the ruthless competition between Quick and McDonald’s. When the first branch of the chain opened again in Paris at the Gare Saint Lazare on December 16th 2013, people got there hours in advance to get a burger, while others continued to queue for anything the restaurant had left in stock, even just fries.

Whopper : After it left france, the whopper became almost a cult. It’s bigger than the other burgers. But it’s especially the falme-grilled steak that addict people.It gives the burger a different taste.

Nostalgia:

Because Burger King left France in 1997, the Whooper was a myth for the new generation according to the other generation. The taste of the burger was forgotten but not the feelings and memories related to Burger King. To taste the hambugers now, it’s like being back in the past, where there were no crises

Burger King’s best weapon may be the nostalgia the French have for the brand, which has translated into waits that can stretch to 45 minutes or more during lunch at the Marseille airport location.

Since Burger King quit France, it’s become “like a lover who lives far away,“As soon as French people get to London or Ibiza, they go to Burger King.”

Burger King’s fans have used social media to keep that love affair going, creating French-language Facebook pages that call for Burger King’s return. Those that remember it, miss it, while a younger generation has grown up never having tasted a Whopper.

People are weary of McDo and Quick : The home of the « Whopper » decided to play on this feeling of exclusiveness of their « Whopper », and the weariness of Mc Donald’s and Quick, to be successfull in France.
The first opening in the Paris Saint-Lazare station was an incredible success. Within a few weeks it became the second most profitable POS of the company.The Parisians have such an huge go crazy and are ready to wait in line for one hour to eat the famous « Whopper ».. Unless McDo and Quick, portions are bigger, hambugers are heavier and it’s flame-grilled ! It gives the burger a new taste that does not exist at Mcdo or Quick.

Marketing genius :

Improve breakfast menu, adding healthier options (for example, in US Burger King cancelled the sodas in children menus),

Burger king like to taste the fidelity of its consumer on social media. For example, there was a campagn around the whopper where burger king tasted the attachement for a burger…rather than for your feam or your favorite football team.

By printing a tweet posted by the followers on a tarpaulin, Burger King announced the arrival of a new restaurant in a different way.

Burger King was also the victim of its success so it launched a new way to queue. The brand launched a new game that you can play on your smartphone and thus you don’t get bored queuing and you can even win a Fan pass and not queue anymore.

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