It's all 2023, and there are two good things for less than eight bucks?
Since June, Burger King has launched a huge discount campaign to launch Everyday 9$9**, week.
1. Week. 2. There are also special offers on Thursdays. If you catch up with Meituan's ***, the cheapest time is even 7You can buy two hamburgers for 9 yuan. With such a ferocious discount, even McDonald's, which once occupied the high ground of social media marketing because of the "poor ghost**", is ashamed of itself. As a result, many migrant workers "defected out of Maimen" and quietly switched to "Hanmen". Wang Zihan, who is currently in graduate school, used to go to McDonald's at least twice a week, and the "1+1"** for only 12 yuan plus all-you-can-eat snacks every Monday was completely full for her. However, a few months ago, she found that Burger King had more and more promotions and the store was closer to walking, so she switched to "Hanmen" and became a "Hanmen ambassador" in the dormitory. 
For 22 yuan, you can buy a burger, several snacks and drinks at Burger King; Source: Douban netizensAs an American fast food chain brand, Burger King entered China in 2005, but since then it has been in a very embarrassing position: brand awareness and the number of stores are not as good as McDonald's and KFC, which have been in China for a long time, and the per capita consumption of 30+ is not cheap, so they have lived in the shadow of the first two for a long time, and at the same time have to deal with local players such as Wallace and Tustin. However, this wave of ** offensive in 2023 has really made Burger King out of the limelight. Behind the "betrayal of Maimen and switch to Hanmen", in essence, consumers "vote with their feet". Facts have proved that the brand "makes profits" to seize the market, and this trick has been tried and tested. Driven by Wang Zihan, her family and friends around her have gradually become loyal audiences of Burger King. She said bluntly: "Of course, you can go to which store with more discounts to eat, and when will you stay if you don't have wool?" Now the school cafeteria has to eat a bowl of noodles for more than a dozen yuan, 9What more bikes do you need for a hamburger for $9 or two?" 
** Great war, one is more ruthless than the otherIn the evening, when I walked into the Burger King Beijing Chaoyang Road store, when I said that I had received the coupon on Meituan, the clerk immediately responded that it was 9$ 9 for two burgers **. Within just five minutes of ordering, two more customers placed the same 9$9**. The clerk told me that most of the customers tonight came specifically for this **. 9.The ** activity of 9 yuan two crispy chicken burgers is a cooperation between Burger King and Meituan, which can be purchased through both Meituan and Dianping, according to Dianping, this ** has sold more than 180,000 copies in about three months after it was launched. Another 11The ** of 9 yuan (crispy chicken burger + cheese beef burger) has sold more than 140,000 copies by the end of August, and 12 of the new ones are on the shelves$9** (two cheese burgers) has been sold for $350,000 servings. After actual measurement, the size of a single burger in ** is about the same as the double-layer custard burger in McDonald's "1+1**". "It's really cheap, originally a single order, one costs 15 yuan," the clerk said frankly. "It can only be said that fast food is getting more and more rolled up now. ”
11.The "crazy" discount of the two burger kings bought for 9 yuan is surprising. After entering the Chinese market for so many years, Burger King's positioning has never been "cheap". According to narrow-door data, Burger King's per capita consumption is 3074 yuan, nearly 3 yuan higher than McDonald's. Judging from the pricing of the meals in the store, Burger King's high-end product - Angus Cattle Burger series is in the range of 49 yuan to 57 yuan, while McDonald's Angus MAX Cattle Burger series of the same grade is in the range of 39 yuan to 54 yuan. In recent years, several major fast food brands have fought fiercely under fierce competition: McDonald's biggest discount is the 1+1 all-you-can-match known as the "poor ghost", while KFC is the main "Crazy Thursday" event, which once triggered a spontaneous marketing carnival among consumers. Every Thursday, the crazy "KFC Thursday, V Me 50" literature on major social platforms can be seen. However, recently, many consumers have complained that McDonald's has become "picky", and the discount is gradually decreasing. McDonald's 1+1** has reached 13 after two price increases9 yuan, and the weekly community discount has gradually become "chicken ribs"; KFC's Crazy Thursdays are filled with tons of frozen semi-finished products and oversized bites. Although the regular price of Burger King's single product is high, after a strong discount, the actual ** is lower than McDonald's. In addition to the big fight, Burger King also continues to highlight the differentiation characteristics with McDonald's in the process of brand marketing. Burger King constantly emphasizes the "real fire" and "real ingredients" of its products, while McDonald's also indicates that its beef burger is 100% beef, but its main cooking method is fried. In addition, the existence of multiple types of burgers such as McFragrant chicken and McSweetfish has also diluted the brand recognition of McDonald's beef burgers. Burger King China's WeChat*** also often uses "fire roast" and "100% beef" as the main selling points of new product promotion. This has indeed made the concept of "eating beef burger or Burger King" deeply rooted in the hearts of many consumers. In the Douban group, which has nearly 260,000 group members, many members who tried Burger King for the first time sighed, "It's a big burger, and it's not expensive" and "Burger King has a lot of volume". 
With the change of consumers' consumption trend of paying more and more attention to "health" in recent years, Burger King is also constantly strengthening its brand image of "fresh" and "healthy": bread crust is used as high-quality carbohydrate, beef patty uses pure beef and zero added oil, plus 0 added fresh lettuce, onions, tomatoes, and fresh cut every day. In terms of raw materials, Burger King also requires the best merchants not to add synthetic preservatives, synthetic flavors and fragrances, and synthetic colors. Its official Douyin account has also launched the "Burger King Fat Reduction Collection" related **, recommending burgers suitable for fat loss in Burger King for customers. 
Screenshot of Burger King's official website 27-year-old Li Qiuming has fallen in love with Burger King's beef burger since he had a fitness habit. Every workout day, he buys a cow burger or two on the way to work, and he makes a point of not adding any sauce. In his words, the bread crust of the burger is his choice for carbs after his workout. Li Qiuming told us that every time he went to Burger King near the company after work, many people in the store looked like nearby employees had just gotten off work and were eating in here for dinner. 
Miss the ** period, is it too late for Burger King to catch up now? Don't look at Burger King's sudden strength in the past two years, it has not developed fast in the past ten years. In 2005, Burger King opened its first Chinese store in Jing'an, Shanghai, fifteen years later than McDonald's, which had already made a name for itself in the Chinese market. This lateness can be said to miss the first time for the development of Western-style fast food in the Chinese marketTime limit. The brand image of McDonald's and KFC as representatives of foreign fast food has long been deeply rooted. This has also led to the tepid development of Burger King in China in previous years. According to the data of Narrow Door Restaurant, as of now, the number of McDonald's stores in China has reached 6,121, and the number of KFC stores has reached 9,644. In comparison, Burger King has only 1,544 stores in Chinese mainland, which is still a big gap. Burger King's business in China is handled by Turkish restaurant group Tab Foods Investments (TFI), which is also the world's largest Burger King franchisee. In 2020, Burger King China changed its leadership, and local restaurant Zhu Fuqiang replaced Turkish Ekrem Zer as CEO. Since then, Burger King's actions in marketing, launching new products, and opening stores have gradually entered the fast lane. After the end of the epidemic in 2023, China's catering market has recovered rapidly, and all major international fast food brands have accelerated their expansion in the Chinese market. At the beginning of the year, McDonald's Executive Vice President Ian Borden revealed that it plans to spend $1.1 billion to $1.2 billion in 2023 to expand new stores around the world, opening more than 900 new stores in the Chinese market. Not to be outdone, Burger King has accelerated the pace of opening stores in China. Korhan Kurdoglu, chairman of the board of directors of Burger King China, said that the goal of expanding stores in 2023 is to open more than 200 new stores when he visited China in mid-January. According to the data of Narrow Door, up to now, Burger King's stores in the Chinese market are mostly distributed in Jiangsu, Zhejiang, Shanghai, Beijing, Guangdong and other regions, and the proportion of first-tier and new first-tier cities has reached 5622%。In contrast, McDonald's has a higher proportion of stores in third-tier cities and below, and the total number is much higher than that of Burger King. 
Source: Red Meal Big Data In response to the problem of store coverage, Kurdoglu said at the 2023 Burger King China Staff Conference that in terms of store expansion strategy, crypto cities and sinking markets will go hand in hand, and he said that only by covering the entire Chinese market can a scale effect be formed and product costs can be truly reduced. In addition, Burger King China is also continuing to explore the small store model. Standard stores and small stores will be planned in different areas according to a certain proportion. However, it seems that it is still a big challenge for Burger King China to increase the number of stores by more than 200 per year, and from 2020 to 2022, Burger King will open a maximum of 137 new stores every year. In the same period, McDonald's growth rate has not slowed down at all, and it will open new stores in 2020, 2021, and 2022 respectively. As of August 2023, Burger King has only opened 100 new stores, and it needs to speed up to reach the goal of 200. 
Burger King is also increasing its investment in food delivery. At present, Burger King's delivery accounts for more than 50% of China's delivery, and it is determined to continue to increase investment in food delivery business. Burger King has reached in-depth cooperation with Meituan and Ele.me, and the number of people on the Meituan platform in 2022 will be nearly 600 million, and more than 6 million new customers will be added. 
It's not that easy to challenge Mai and KenWith this recent wave of ** offensive, Burger King has attracted enough eyeballs among young people. But compared with McDonald's and KFC, which have grown up with young people, Burger King still has a long way to go before it can completely capture the hearts of consumers. For example, KFC's localized new products have always been talked about by consumers. Burger King has also made a lot of attempts at localization, launching bamboo shoots and pepper beef brisket burger, little raccoon crispy noodle chicken burger, king pork knuckle burger, Sichuan-style red oil hot pot fried chicken and so on. However, judging from the search results of **platform and social**, these new products do not get enough**. 
Burger King's new localized burger launchThis may also confirm what netizens said that "Burger King is still poor in marketing", and even when searching for Burger King's new products on Xiaohongshu, the associated words that appear are all competing brands.
Xiaohongshu search screenshot On July 26, Burger King launched a new Changsha-style chicken steak burger, in which the small fried meat flavor sauce is fried with a variety of chili peppers, focusing on a Changsha flavor, and the new tasting price is 29$9 for two. As a native of Changsha who loves to chase fresh trends, Lin Rui only learned the news more than half a month after the new product was launched, and in her impression, Burger King has very few stores in Changsha, and she rarely sees Burger King news in Xiaohongshu. The post-00s Wang Zihan said bluntly"When I was a child, when I watched TV, there were always commercials for KFC and McDonald's, which can be said to be a kind of childhood memory for me. Now when I watch online variety shows, I can often see KFC endorsement advertisements, and I basically haven't seen Burger King's advertisements in my memory." In the era of social media marketing, brand co-branding has become a popular way to promote. Burger King China is also gradually starting to make efforts. In June, Burger King collaborated with the movie "Spider-Man: Across the Spider-Verse" to launch a variety of new burger products, and co-branded with Heinz to launch a peppercorn-flavored new land with Heinz special peppercorn coffee sauce. On August 16, Burger King launched an intangible cultural heritage themed peripheral cultural and creative tape and launched a mini game, hoping to ignite the "fire in the heart" of consumers.
However, some of Burger King's co-branded marketing activities with Spider-Man are also a little confusing, such as the linkage with Qingfeng paper towels in May, and the random gift of a pack of Qingfeng's new paper towels when you buy "Dada Huangbao Single **". Except for the check-in content of some Internet celebrities on social platforms, this collaboration does not seem to have caused much heat. In addition to co-branded marketing, Burger King China is also actively building its own marketing matrix, in addition to *** Weibo, Xiaohongshu, its official Douyin live broadcast room also has 13960,000 fans, live broadcast from 10 a.m. to 10 p.m. every day, ranking in the top 10 on the Douyin brand hot dou catering list. In June 2023, Burger King China announced that its online membership exceeded 100 million. "I believe that as long as we can continue to innovate quickly, we will not be afraid of competitors. Kurgoglu said in an interview. It will take time to see if Burger King's new goals in China can be achieved. But for consumers, a "affordable" and "full" fast food is enough.