Burger King targets ageing fast food consumers

Burger King, which has relied on a strategy of serving big burgers aimed at fast food’s heavy users, faltered during the economic downturn when its mainly younger target market was hit by high unemployment. In 2010, 3G Capital Management LLC took Burger King private, ditched the King mascot and its irreverent ads, introduced a new menu of snack wraps, salads and smoothies intended to appeal to a broader group of customers.

Reported in the Wall Street Journal, BK said they “saw more women and people over 50 come in to their stores, which is good because they tend to have higher average checks and trade up to more premium items”.

It is unclear whether the changes will be enough for Burger King to reclaim the crown it lost earlier this year to Wendy’s Co. as the No. 2 burger chain behind McDonald’s by U.S. system-wide sales.

Our independent Age-Friendly Audit of Burger King outlets in United Kingdom and Singapore revealed that, menu aside, there are many other aspects of the customer journey that need to be modified if BK wants to attract and retain older customers.