Presentation on theme: "Burger King Global Performance and Strategy Review"— Presentation transcript:
1 Burger King Global Performance and Strategy Review Prepared for Nestlé ProfessionalCentre of ExcellenceRobert GregoryLouise HowarthGlobal Research DirectorSenior Analyst
2 Contents Global Foodservice Trends Burger King Global Strategy Burger King Corporate PerformanceBurger King Regional Performance4.1. North America4.2. Latin America & Caribbean4.3. Europe & Middle East4.4. Asia & Oceania5. Burger King Implications & Opportunities
4 Consumers focusing more on health as world gets fatter and older 1. Global Foodservice Trends: Health and NutritionConsumers focusing more on health as world gets fatter and olderGlobal obesity levels have nearly doubled since 1980 according to the WHO.Consumers worldwide are demanding fresh, healthy and quality items from all foodservice operators, including fast food.Health and nutrition can take one of three forms: balanced, all-natural diet; fat/sugar/salt/ calorie reduction; functional and fortified food.McDonald's launched a new strategy in September 2013 to promote healthier menu choices across 20 major markets worldwide.As obesity mounts in US, 2013 has seen KFC focus on grilling over frying and Burger King launch new turkey burger for health conscious consumers.
5 It’s not enough to taste good, food must “wow” the tastebuds 1. Global Foodservice Trends: Gourmet and IndulgenceIt’s not enough to taste good, food must “wow” the tastebudsConsumers want full-flavour, novel and unique eating experiences, not just “food”.Image-building is critical to winning consumer acceptance: “artisan”, “hand-crafted”, “real”.Foodservice consumers willing to spend more, but also want value for money. Providing the quality for the menu item’s price point is critical.Burger King’s range of premium and healthy smoothies highlights “real” fruit content.Panera leverages artisan bakery proposition to encourage US consumers to treat themselves.McDonald’s Black and White burgers target aspirational consumers in China and Hong Kong.Upscale “better burger” joints like gourmet burger kitchen and Five Guys take burger and fries to next level.
6 1. Global Foodservice Trends: Daypart Segmentation Moving beyond singular menu to specific options for different times of dayMore foodservice operators creating new opportunities – and things – for people to eat at different times of day.Breakfast has been fully utilised, but tremendous opportunities remain for other dayparts including lunch, teatime, happy hour and late night dining.Casual dining establishments stand to gain the most from leveraging new dayparts, especially happy hour and late night thanks to higher margin alcohol sales alongside food.US burger chain Steak ‘n Shake launched its AllNighter menu in February 2013, which includes a 7-patty 1300 calorie cheeseburger.In China and Hong Kong, Pizza Hut offers a special “teatime” menu in late afternoon, between the lunch and dinner dayparts, featuring smaller portions, gourmet items, desserts and coffee drinks.
7 Mini snack menu items on the rise for cash and time poor consumers 1. Global Foodservice Trends: Snacking and ConvenienceMini snack menu items on the rise for cash and time poor consumersWill it fit in your car drinks holder? Can you eat it with one hand? Can you dip it?Snack menus enable time-pressed and on-the-go foodservice consumers to eat any time and anywhere they’re hungry, regardless of time of day.Smaller sized snacks are also typically cheaper than full-portion menu items, allowing foodservice operators to better reach lower income consumers.Arby’s and Wendy’s have launched new menus in the US, aligning value with all day snacking.Burger King’s Change Range menu in New Zealand combines snacking daypart with value offer.
8 Consumers want to know where their food comes from more than ever 1. Global Foodservice Trends: Sourcing and ProvenanceConsumers want to know where their food comes from more than everIn developed markets, transparency around ingredients sourcing and food provenance has become a unique selling point in both retail food and foodservice markets.Sourcing is also increasingly top of mind in emerging markets such as China, which has been blighted by various food safety scares in recent years.Sourcing and provenance speak to other rapidly growing consumer trends such as animal welfare, ethical production and cutting food miles."I've been eating at KFC the last few days, could that be a problem?" ("前几 天刚吃了肯德基会有问题吗")Chinese Weibo userPosted in April 2013, a month where KFC same store sales in China fell 29% y-o-y thanks to growing consumer concerns over the safety of its chicken supply and a new strain of avian flu.McDonalds has gone to great lengths to highlight how more than half of its food served in UK and Ireland is locally sourced.
10 International Expansion 2. StrategyNew product developmentGlobal strategic goalsInternational ExpansionDevelop menu to driver consumer sales and to attract a wider customer base.Burger King aims to capitalise on under-penetrated markets and rising middle class consumer spending.To operate in more convenient locations including smaller bar format and in transport hubs.Outlet revampsNew formatsImprove image of restaurants to entice consumers
11 Analysis of global strategic goals: Expansion 2. StrategyAnalysis of global strategic goals: ExpansionConvenient locations for the modern consumer.Build a presence across untapped sitesExpand in high-growth emerging markets where current penetration is lowHospitalsTransport hubsFestivals
12 VS. Analysis of global strategic goals: New Product Development 2. StrategyAnalysis of global strategic goals: New Product DevelopmentGourmetDaypartsHealthyVS.TransparencySnacking
14 Global competitors 2012 CAGRs and banner sales: 3. Corporate PerformanceBurger King ‘s sales have been on the rise since However, at 2.2%, Burger King’s three year CAGR* is lower than four of its biggest competitors who have seen impressive growth.Global competitors 2012 CAGRs and banner sales:4.5%6.7%USD87.70bn5.4%USD13.32bn-13.1%USD44.32bn2.2% CAGR3.7% CAGR2.2% CAGR5.6%USD9.17bnCAGR* Compound Annual Growth RatesUSD17.36bn
15 3. Corporate Performance North America is Burger King’s largest market by far in terms of sales and profits.Comparing regional sales against income both APAC and EMEA are underperforming.However, most future growth projected to come from outside of North America.3% CAGRCompany income: USD751.4 million
16 3. Corporate Performance Broken down by country, four of the top 10 fastest growing markets by 2017 are located in Latin America.Russia300+38%12%Venezuela150+Turkey750+24%27%27%China800+39%Japan150+26%Colombia100+30%Malaysia100+Brazil500+60%30%S Africa10+Paraguay75+
19 Analysis of Burger King and its competitors in North America 4.1. Regional Performance: North AmericaAnalysis of Burger King and its competitors in North AmericaFor the last several years Burger King has underperformed against the market average and many of its closest competitors. However, it managed to buck this losing trend in 2012.Implication/Opportunity:Burger King’s focus on its core Male customer has damaged its appeal to the wider market. It needs to promote itself to Females and Children by creating iconic new products.There’s an opportunity for Burger King to widen its customer base by moving away from a reliance on The Whopper and emphasizing a broader array of more nutritious items available 24/7.
20 North America: Food Trends 4.1. Regional Performance: North AmericaNorth America: Food TrendsConsumers in the US are becoming increasingly interested in the nutritional value of food they’re eating.At the same time, consumers are eating less at traditional meal times and are snacking throughout the day. The same demand for choice and convenience is driving the extension of traditional daypart times.
21 North America: Healthy Eating & Extended Dayparts 4.1. Regional Performance: North AmericaNorth America: Healthy Eating & Extended DaypartsNorth America’s QSR and fast food industry is trying to shake off its reputation as being “bad for you” with an increasing array of fresh-focused marketing efforts and healthy menu options.Simultaneously, operators are looking to cater to the consumers’ demand for convenience with extended dayparts.In order to cater to consumer demand for all types of food outside of the traditional daypart times, McDonalds has trialled a 24 hour breakfast menu while Taco Bell has played on the US’ ‘fourth meal’ in its late night marketing campaign.Panera Bread’s six ‘hidden’ menu items are designed to be health-conscious.
22 What is Burger King doing? 4.1. Regional Performance: North AmericaWhat is Burger King doing?2012 saw Burger King revamp domestic menu, leading to a larger emphasis on gourmet burgers.In H1 2013, the company realised this unbalanced tactic was leaving a significant portion of its customer base underserved in terms of value menu options.Two pronged approach of value and gourmet which was announced in QBurger King has begun to introduce a ‘fresh’ approach to tackling the issue surrounding fast food’s unhealthy image.Launch of Satisfries in September 13 offers 30% few calories but at a 25% price premium.Snacking options are becoming an increasingly important initiative for Burger King.
24 Analysis of Burger King and its competitors 4.2. Regional Performance: Latin America & CaribbeanAnalysis of Burger King and its competitorsKey competitors have out-performed Burger King over the last five years however, the operator has seen steady growth since 2010 while others experienced a drop in the last year.Implication/Opportunity:Burger King has seen slightly below average Y-o-Y growth recently however, the operator is still experiencing strong growth across the region.BK could look to extend its partnership with brands and move into co-branded products, including desserts, dairy and beverages.
25 Latin America & Caribbean: Food Trends 4.2. Regional Performance: Latin America & CaribbeanLatin America & Caribbean: Food TrendsMexico has surpassed the US to become the most obese country in the world, with 32.8% of adults classed as obese - just above the US’ 31.8%. Somewhat contradictory to this is the fact that many Mexicans also suffer from malnutrition.Across Latin America Caribbean as a region, small food portions and snacking is popular with people tending to pick up bites to eat from local street vendors.
26 Below, a traditional street vendor. Left, a McDonald’s roadside kiosk. 4.2. Regional Performance: Latin America & CaribbeanLatin America & Caribbean: Snacking & HealthTraditionally, Latin America has a culture of ‘on the go’ snacking , particularly Brazil. Snacks or small meals are picked up from street vendors and roadside eateries. As a result major fast food chains have expanded across the region via traditional and kiosk-style concepts.These are popular, especially given their cheap price position in a region where there are big economic disparities within the population.ColombiaBelow, a traditional street vendor. Left, a McDonald’s roadside kiosk.BrazilMexicoDisparities in wealth are a contributing factor to the increase in unhealthy eating. However, operators in Latin America Caribbean have failed to act quickly to meet demand from governments and consumers for cheap, healthy options .Brazil
27 Latin America Caribbean 4.2. Regional Performance: Latin America CaribbeanWhat is Burger King doing?Like its competitors, Burger King offers comprehensive snack menus, comprising mainly dairy products.The company appears to be ahead of the curve when it comes to thinking about healthy eating in Latin America Caribbean.MexicoBrazilBrazilArgentinaMexicoLatin America Caribbean
29 Analysis of Burger King and its competitors 4.3. Regional Performance: EuropeAnalysis of Burger King and its competitorsBurger King’s Y-o-Y growth performance has hovered around the average*, interestingly seeing good growth during the recession when overall consumer spending was low.Implication/Opportunity:Burger King has a good balance between value and gourmet which is serving the company well. Low value items are driving traffic while higher priced items are boosting profits.Burger King should look to tie in health & wellness as well as transparency into its two- pronged value/gourmet strategy.
30 Europe: Food Trends 4.3. Regional Performance: Europe & Middle East Europe was hit hard by the recession, resulting in the vast majority of consumers changing their spending patterns by trading down on price when it comes to food.That said, recent scandals like the continent-wide Horse Meat scandal has put concerns in the minds of consumers looking for a ‘cheap meal’.
31 Europe: Gourmet & Healthy Eating 4.3. Regional Performance: Europe & Middle EastEurope: Gourmet & Healthy EatingQSR’s and fast food operators in Europe are aware Europeans are trading down to cheaper fast food but still looking for quality, in terms of taste, ingredient sourcing and nutritional value.UKAustriaUKItalyFrancePoland
32 What is Burger King doing? 4.3. Regional Performance: Europe & Middle EastWhat is Burger King doing?In comparison to competitors Burger King lags behind in healthy offerings, with only limited options in most markets although its offer is better in northern European markets.Burger King has recently placed a strong emphasis on offering premium items across Europe. The company is repositioning itself to appeal to more consumers.Czech RepublicSwitzerlandItalyRussiaGermanyNetherlandsUKGermany
33 What is Burger King doing in Middle East? 4.3. Regional Performance: Europe & Middle EastWhat is Burger King doing in Middle East?In the Middle East, Burger King has placed a focus on gourmet and indulgence items, similar to that of its competitors in the region.UAEEgyptOmanBahrainJordan
35 Analysis of Burger King and its competitors 4.4. Regional Performance: Asia & OceaniaAnalysis of Burger King and its competitorsBurger King’s growth was impacted by the economic recession, as was its competitors. However, the biggest foodservice operators have experience relatively constant growth overall thanks to strong emerging market economies.Implication/Opportunity:Burger King’s growth was impacted by the economic recession, as was its competitors. However, its focus on value and low-priced snacking items has helped it ride this wave in recent years.There’s an opportunity to increase market share in the breakfast daypart by taking a similar route to McDonald’s and its McCafe banner. In addition, such outlets would allow Burger King to capture more daytime snack and drink revenue.
36 Asia & Oceania: Food Trends 4.4. Regional Performance: Asia & OceaniaAsia & Oceania: Food TrendsAsian diets traditionally involve a high proportion of fresh vegetables, fish and rice – vastly different from the typical western fast food offering.In general, people in the region tend to be concerned with food safety – especially from local players.Reinforcing this food trend are the recent food scandals which have occurred in certain Asian markets, pushing food transparency concerns to the forefront of many consumers’ minds.
37 Asia & Oceania: Transparency & Daypart Segmentation 4.4. Regional Performance: Asia & OceaniaAsia & Oceania: Transparency & Daypart SegmentationLocal food scandals have led to a shift in consumer behaviour. In China and South East Asia, Western fast food operators have been seen as more “clean” or “safe” compared to local competitors however, recent food safety violations by suppliers have rocked this image.Many QSR operators have identified breakfast as a key area for growth in Asia, and are offering a huge variety of options for the daypart.MalaysiaPizza Hut in Indonesia offers breakfast options, including locally adapted rice porridge.KFC in Malaysia combines healthy and daypart segmentation while McDonalds offers its traditional breakfast menu options alongside Eastern traditions.Malaysia
38 What is Burger King doing in Oceania? 4.4. Regional Performance: Asia & OceaniaWhat is Burger King doing in Oceania?Burger King’s focus here very much reflects trends in North America and Western European due to relative cultural similarities. This is despite consumers in Oceania being highly concerned with sourcing locally.Burger King is failing to capitalise on the sourcing trend in Australia.New ZealandSnacking menu at value prices in New Zealand.AustraliaIndulgent offerings with nutritional content.New Zealand
39 What is Burger King doing in Asia? 4.4. Regional Performance: Asia & OceaniaWhat is Burger King doing in Asia?In Southeast Asia, Burger King has placed a focus on the breakfast daypart, as many of its competitors in the region are also doing.MalaysiaThailandIndonesiaCombining breakfast and snacking in the Philippines.SingaporePhilippines
41 Is Burger King aligned properly? 5. Implications & OpportunitiesIs Burger King aligned properly?RegionNorth AmericaLatin AmericaEuropeAsiaMiddle EastOceaniaHealth & NutritionGourmet & IndulgenceDaypart SegmentationSnacking & ConvenienceSourcing & ProvenanceKey:Stars- represent opportunities for BK. The trends are developing in the regions, therefore BK has the chance to grow and expand on what they are doing to align with the trends.Green ticks- BK are on trend- Not a popular trendOn trendOpportunity
42 Opportunities for Burger King 5. Implications & OpportunitiesOpportunities for Burger KingOpportunities within New Product DevelopmentExtend snacking and daypart offerings to move beyond the classic Whopper to attract more consumers.Develop desserts, smoothies, coffee beveragesProvide more healthy nutritious propositions and maintain value.Grow health and nutrition propositionsBalance of value and premium optionsPromote transparency
43 Opportunities for Burger King 5. Implications & OpportunitiesOpportunities for Burger KingOpportunities within ExpansionMcDonaldsBurger King should be partnering with established brands in new markets to reinforce a strong co-branded positioning.Boost value propositionWork with locally recognisable manufacturers to leverage brand equity and add authority in emerging marketsVenturing into new locations and channel formats to widen the existing customer base.Tailoring its product offering to localised trends.Develop new concepts to exploit key trends.Taco Bell
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