When the coronavirus discontinuation measures began in Singapore, media consumption patterns in the country changed temporarily. Burger King, the fast food monarch, took the opportunity to make a call and increase sales.
Singapore’s circuit breaker has led to a sudden increase in virtual media intake and, for marketing specialists, over-audiences. So far, Burger King needed to serve his fans and quickly.
Irene Tay, marketing director at Burger King in Singapore, told The Drum that the fast food giant saw an opportunity to pay and convert. Therefore, instead of maintaining prestige, Burger King has replaced its media strategy and invested heavily in virtual media, while generating more promotions in all grades to its takeaway services.
As a result, Tay claims that Burger King, however, was able to increase its market share despite the various restrictions in force. He is also encouraged through market paintings made on his other sites.
“Another lesson we learned is how to temporarily adapt to ever-changing situations, in a way that is just Burger King,” Tay says, referring to paper crowns designed to foster social estating created through Burger King Germany.
“After weeks of confinement, we welcomed enthusiasts to the kingdom in late June by adopting the ‘new normal’. We wanted to remind other people to be socially guilty when they return to Burger King by staying away from others but, of course, we had to do it like Burger King, so we designed a socially estranged crown to keep users at the hands of others without preventing them from enjoying their favorite Burger King dishes.
She continues: “Customers were encouraged to wear their giant new crowns of socially esttached food and were able to get their hands on the crowns in stores. We have also downloaded an edition made by themselves to have on our website, which enthusiasts can download and create using recycled materials. Those who entered BK with the crowns were rewarded with a Whopper 1 contract for 1.
According to Tay, Burger King’s partnerships with delivering foods such as Deliveroo, Foodpanda and GrabFood have contributed to the elegant operation of its application-based delivery service. Meanwhile, increased demand was boosted for its main menu from enthusiasts lacking From Whoppers and Mushroom Swiss Burgers. Sales.
Now the chain has reopened its doors to peck pedestrians. ”When on-site catering operations resumed, we temporarily implemented world-class cleaning procedures at all of our Singapore restaurants and advanced our hand washing regulations, disinfection and cleaning, as well as our non-contact procedures. “explains Mr Tay. If security is a priority, the chain has still controlled to open 3 new sites in Singapore.
“We are in a position to move forward and adapt to the new normal,” he says.
Tay recognizes that Burger King and the fast food industry will want to replace their business practices for the foreseeable future. The only thing the industry knows for sure, he says, is that things will go back to “normal. “
“It’s an uninterrupted learning adventure for us, as well as our consumers, to make sure we deliver the same quality of delight regardless of existing circumstances. We have learned diligently and are constantly in favor of new tactics to build virtual functions and have interaction with our consumers, whether on social media or in the store, to inspire them to come back for more,” he says.
“We also have our Burger King app, where we update our hot promotions so that kingdom enthusiasts come back for more. The “Social Distancing Crowns and Taste of Singapore” campaigns “reflect this demand. “
This article is about: Singapore, Burger King, COVID-19, Advertising, Digital, Digital Advertising, Mobile, Marketing, Brand
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