Hamburger Segment

Burger King

Burger King’s well-conceived brand equity emphasizes flame grilling (over an open flame), highlighting a clear difference from griddling. The brand’s prominent burger platform (100% beef without fillers or preservatives) includes signature Whopper configurations and various “King” varieties. Its menu is bolstered by an upgraded chicken line and BK is testing a variety of products that can now be made on its new broiler. Further, popular meatless protein versions of signature menu items and healthful ingredient improvements are designed to expand the brand’s reach.

read more

McDonald’s

McDonald’s is gaining traction with an extremely ambitious modernization program with many moving parts that include efforts to: retain existing customers by bolstering core strength in family occasions & food-led breakfast; regain lost customers by improving food taste, quality, convenience & value; and convert casual customers to committed by elevating & leveraging the McCafé platform (snacking daypart) while also improving its food health profile. The brand seeks to attract a new, hipper, technophile customer who can afford higher prices.

read more
Become a Member
No Bull Economics
Restaurant Research

Email Sign-up

Digital Marketing Opportunities
Restaurant Research

A Restaurant Research LLC Company