casestudy
ROYALSUCCESS!
Overview
OCTOBER 2009
Advertiser: Burger King
Industry: Restaurant
Number of stores in Valley: More than 150
Burger King is a global chain of hamburger fast food restaurants operating since 1954.
With more than 12,000 locations internationally, 90% of them privately owned and operated,
Burger King services more than 11 million customers daily. The Burger King menu has evolved
from a basic offering of burgers, fries, sodas and milkshakes in 1954 to a larger, more diverse set
of offerings that includes several variations of chicken, fish, and meats, plus salads and breakfast.
Burger King recently opened a new location near Happy Valley and 39th Avenue in North Phoenix
and wanted to promote their grand opening at this location.
Target Audience: Hungry consumers looking for a quick, quality, value-priced meal.
casestudy:
BURGER KING
Campaign
Goal
Burger King opened a new location at Happy Valley Rd and 39th Ave. Campaign focused on announcing the
grand opening and providing coupons for redemption. All offers focused on buy one, get on free and offered
breakfast sandwiches, hamburgers, chicken sandwiches and kids meals.
• To have consumers redeem coupons provided in ad.
• To increase awareness of store location and a.m. and p.m. menu offerings.
Objectives
• Offer coupons to increase traffic to the stores.
• Create and increase brand awareness on menu offerings.
• Provide location information, hours and meal times (hamburgers served all day, breakfast starts at 5:30 a.m.).
Solutions
• Utilized Buyer’s Edge, a Total Market Coverage product, and an Oversized Insert (OSI) to reach targeted
households near the location.
– Targeted 12,000 households that were nearby and made sense geographically taking shopping
patterns, competitors, etc. into account.
– Delivered to subscribers of The Arizona Republic (inserted into their paper) and
non-subscribers via US Mail.
– Coupons were valid for approximately 90 days.
• Republic Media designed the OSI, working with Burger King’s national agency for guidance.
Results
• More than 150 coupons were redeemed within the first week of consumers receiving the ad.
• Same store sales were up 3.7% from previous week.
“I am impressed with not only the design capabilities of Republic Media, but also the power of their product.
Buyer’s Edge worked well for our grand opening!” – Brad Flahiff, Barnett Management Group
T h e A ri z o na R e p u b l ic & a z c e ntra l . c o m
La Voz • TV y Más • Republic Mercado • Ahwatukee Republic • Chandler Republic • Gilbert Republic • Glendale Republic • Mesa Republic • Northeast Phoenix Republic • Northwest Valley Republic • Peoria Republic
Phoenix Republic • Scottsdale Republic • Southwest Valley Republic • Surprise Republic • Tempe Republic • Republic Direct • AZ magazine • AZ Society • Exclusive Estates • apartments.com
careerbuilder.com • cars.com • The Auto Shopper • momslikeme.com • buyer’s edge • Republic Classified • Republic Real Estate • The Shopper • Republic Custom Publishing • Arizona Business Gazette
republicmediasolutions.com