At first glance, Burger King's Whopper Sacrifice campaign looks like a simple coupon promotion. But consider the layers of qualitative value provided to Burger King and its customers. Now the program looks ground-breaking.
This short case study teaches restaurant owners and employees how to create real, prove-able results with social media tools like Facebook and Twitter.
Not "buzz" nor "conversation" nor "engagement" nor even preference. Sales.
In this 7 minute video I capture the essence of how they did it.
The short story: Burger King customers were given incentive to do something they already wanted to do – improve their Facebook experience. Burger King didn't need to convince them to anything remarkable. Just improve their experience... that they already wanted to do. In fact, the hamburger chain would bonus customers with a free premium sandwich –- a Whopper.
It was a win-win for customers -- far beyond novelty that is typical of social media "success" stories.
On the flip side, BK was able to use a cutting-edge social network to drive customers into its restaurants. In fact it could track a myriad of business metrics to prove return on investment. It could optimize the campaign to create more profitable outcomes. Coupon redemption, up-sell take rate (“would you like fries and a beverage with that?”), breakage.
In fact, actual profit for the campaign was tracked.
I hope to provide more case studies like this and look forward to your critical analysis -- and learning from the FohBoh community.
McAlister's Deli announced today it has signed an agreement with P&P Westbrook Investments, LLC, to open three locations in Tallahassee and Panama City, Fla. The first location is expected to open in late 2014 with additional locations to open in 2015 and 2016.
Eric Taylor joined the Rita's team in April 2014, and is responsible for the expansion of the Rita's global footprint. He has held senior leadership roles in multiple leading restaurant chains such as MetroMedia Restaurant Group (Bennigan's, Steak & Ale, Ponderosa, Bonanza), where he oversaw restaurant brands in over 40 states and 20 countries worldwide.
Dunkin' Donuts, America's all-day, everyday stop for coffee and baked goods, announced today the signing of a multi-unit store development agreement with new franchisees, Wendover Donuts, LLC, to develop five restaurants in North and South Greensboro, North Carolina.
If you are looking for capital to start or grow your restaurant, create the next 501c3, develop and launch the next app for the restaurant industry,or want to help your peers in some meaningful way, we want to know about it.
Karima Bennoune shares four powerful stories of real people fighting against fundamentalism in their own communities — refusing to allow the faith they love to become a tool for crime, attacks and murder. These personal stories humanize one of the most overlooked human-rights struggles in the world.
We face an endless string of choices, which leads us to feel anxiety, guilt and pangs of inadequacy that we are perhaps making the wrong ones. But philosopher Renata Salecl asks: Could individual choices be distracting us from something bigger—our power as social thinkers? A bold call for us to stop taking personal choice so seriously and focus on the choices we're making collectively.
MIT Media Lab founder Nicholas Negroponte takes you on a journey through the last 30 years of tech. The consummate predictor highlights interfaces and innovations he foresaw in the 1970s and 1980s that were scoffed at then but are ubiquitous today. And he leaves you with one last (absurd? brilliant?) prediction for the coming 30 years.