{"id":3464,"date":"2025-05-29T14:18:20","date_gmt":"2025-05-29T13:18:20","guid":{"rendered":"https:\/\/incite.strat7.com\/?page_id=3464"},"modified":"2025-07-21T14:05:58","modified_gmt":"2025-07-21T13:05:58","slug":"burger-king-market-segmentation","status":"publish","type":"page","link":"https:\/\/incite.strat7.com\/en_us\/work\/burger-king-market-segmentation\/","title":{"rendered":"Market segmentation for world-leading chain Burger King"},"content":{"rendered":"
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Getting from segmentation to sustainable solutions<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Market segmentation for world-leading chain Burger King<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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We collaborated with the senior leadership team through a series of workshops to choose where Burger King should play and to identify how to win.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t

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A need for consumer insights to create a competitive advantage<\/h2>\nBurger King wanted to be more targeted in the UK to grow share in the crowded UK quick service restaurant (QSR) market.\n\nManagement wanted a clear view of their opportunity to support a fresh perspective on the proposition, brand and marketing to align with a new strategic direction.\n

Building on internal knowledge to deliver a fresh perspective for Burger King<\/h2>\nWe carved up the UK QSR market into a series of instantly recognisable, highly targetable occasion\u00a0segments<\/a>. Informed first by in-restaurant ethnography and then validated through quant research.\n\nSubsequent proposition assessments allowed us to assess competitor ability to serve these different types of visits and identify opportunities for our client to do better at serving the target customers.\n\nWe collaborated with the senior leadership team through a series of\u00a0workshops<\/a>\u00a0to choose where to play and to identify how to win.\n

Benefits for business, consumers and the planet<\/h2>\nAs a result of our collaboration, Burger King has tailored its offer to suit new priority visit occasions. This new strategic direction was far reaching, with implications for marcoms, promotional mechanisms, restaurant format, estate planning and product offer.\n\nWe continue to support the business in the roll-out of key consumer-centric initiatives. This included validating and championing the decision to remove plastic toys from kids\u2019 meals, demonstrating that sustainability is increasingly high on the agenda of their customers.\n

Read more about the outcome of our work<\/h2>\nBBC News: Burger King ditches free toys and will \u2018melt\u2019 old ones<\/a>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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\n\t\t\t\t\t\tI was impressed with the team\u2019s enthusiasm, their sector expertise and the way they engaged our senior leadership team throughout.\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t
\n\t\t\t\t\t\t\t\tAlasdair Murdoch<\/span>CEO of Burger King UK<\/span><\/cite>\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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Get in touch<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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If you’d like to work with us we would love to hear from you.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Getting from segmentation to sustainable solutions Market segmentation for world-leading chain Burger King We collaborated with the senior leadership team through a series of workshops to choose where Burger King should play and to identify how to win. A need for consumer insights to create a competitive advantage Burger King wanted to be more targeted […]<\/p>\n","protected":false},"author":2,"featured_media":3600,"parent":68,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"elementor_header_footer","meta":{"footnotes":""},"class_list":["post-3464","page","type-page","status-publish","has-post-thumbnail","hentry"],"_links":{"self":[{"href":"https:\/\/incite.strat7.com\/en_us\/wp-json\/wp\/v2\/pages\/3464","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/incite.strat7.com\/en_us\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/incite.strat7.com\/en_us\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/incite.strat7.com\/en_us\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/incite.strat7.com\/en_us\/wp-json\/wp\/v2\/comments?post=3464"}],"version-history":[{"count":13,"href":"https:\/\/incite.strat7.com\/en_us\/wp-json\/wp\/v2\/pages\/3464\/revisions"}],"predecessor-version":[{"id":5059,"href":"https:\/\/incite.strat7.com\/en_us\/wp-json\/wp\/v2\/pages\/3464\/revisions\/5059"}],"up":[{"embeddable":true,"href":"https:\/\/incite.strat7.com\/en_us\/wp-json\/wp\/v2\/pages\/68"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/incite.strat7.com\/en_us\/wp-json\/wp\/v2\/media\/3600"}],"wp:attachment":[{"href":"https:\/\/incite.strat7.com\/en_us\/wp-json\/wp\/v2\/media?parent=3464"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}