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Research Outline
Prepared for Carmen P. | Delivered August 1, 2019
Burger King International Brand Perception
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Goals
To determine the brand perception of Burger King around the world among millennials and gen z in Brazil, Russia, Mexico, Germany, Canada, Australia, UK, Spain, and France for purposes on insight mining.
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Early Findings
Preliminary research indicates that consumer perception, specifically that of millennials and gen z, of Burger King in the requested countries is not readily available. There are some statistics available for some countries, but not for all. Here's what was found for Brazil and France.
BRAZIL
The price point of Burger King appeals to Brazilians, who can get a meal for
as little as $4,
which is prompting " a new habit among Brazilians... of
having a sandwich
in place of a larger meal."
Burger King is the
second-largest
fast food burger chain in Brazil and the third-largest QSR in terms of the number of restaurants.
As of 2017,
69%
of Burger King's customers are between the ages of
15 and 34
(gen z and millennials).
In terms of brand awareness,
29%
of 2017 survey respondents indicated Burger King is a preferred brand compared to
22%
in 2016 and
17%
in 2015.
In terms of overall customer satisfaction,
73.8%
of Q1 2018 Burger King customers in Brazil said they were satisfied overall with their experience, an increase over the
67.8%
in 2017 and the
57.3%
in 2016.
I
n
terms of speed of service,
65.1%
of Q1 2018 Burger King customers in Brazil said they were satisfied with the speed of service they received at Burger Kings in Brazil, and increase over the
56.9%
in 2017 and the
45.3%
in 2016.
FRANCE
The French find Burger King's advertisements
humorous
, which has led to a positive perception of the brand.
For example, the
c
o
m
p
a
n
y
o
f
t
e
n
"prints out tweets by its customers with a
surprising or funny response
on construction tarps," which gets passersby laughing and talking about the brand.
Burger King maintains an "
intense proximity
" with its French customers, which has "
served the company’s name well.
"
Burger King is seen as an "
elevated brand
" in France and is a place where customers linger much longer than they do in the United States.
In addition to this public search, we scanned our proprietary research database of over 1 million sources and were unable to find any specific research reports that address your goals.
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