04/ 3/2008

Have it your way

BurgerKing.jpgEarlier today, I snapped this photo at a Burger King near our New York office. I was struck by the sign.

When did eating a hamburger become a digital experience? And when did Burger King become a place where I want to spend time online?

The internet is about having it your way. So is Burger King. I get the connection. Shouldn't the answer be about customization of your hamburger online, not spending more time online?

Bryan Fuhr

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» Burger King asks: would you like IM with that? from In-Store & Retail Media News
In a world where differentiation is becoming more difficult at the low-end, I think BK's approach makes a lot of sense: their core offering stays the same, their core audience remains unalientated, the process most critical to their business, ordering,... [Read More]

Tracked on April 7, 2008 8:36 AM

Comments (2)

Rick:

I think you missed the point which is have a burger, surf the Internet instead of watching other fatties eat their burgers.

Posted by Rick | April 4, 2008 7:15 PM

Posted on April 4, 2008 19:15

PandaZoo:

I doubt BK is trying to extend to digital services its approach to fast food (i.e. have it your way and here is the menu to choose from). Rather, it seems they want to create an experience in which people can spend more time and therefore purchase more. If each person spends more money, and they develop a loyalty to that environment, then BK wins (as does obesity).

Posted by PandaZoo | April 11, 2008 7:34 AM

Posted on April 11, 2008 07:34

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