Digital Marketing Analysis of Burger King

Submitted to :- Submitted by :-
Prof. Krishna Akalamakam Kriti Mehandru

20RM925

PGDM RM 20-22
 Burger King

About the company

Burger King was founded in the year 1953 as an Insta-Burger King that is
Jacksonville, Florida-based restaurant chain But later in the year 1954 the company
faced financial crises, and then it was purchased by two of its Miami-based
franchises and changed its name to “Burger King”. The firm changed hands four
times during the next half-century, with the third owners, a consortium of TPG
Capital, Bain Capital, and Goldman Sachs Capital Partners, taking it public in 2002.
In late 2010, Brazilian investment firm 3G Capital paid $3.26 billion for a majority
share in the company. To turn around the company's fortunes, the new owners
quickly restructured it. 3G subsequently combined the company with Tim Hortons, a
Canadian doughnut brand, under the umbrella of Restaurant Brands International, a
new Canadian-based parent company. The restaurant is known for serving high
quality and great taste affordable food for the consumers. Burger King is considered
the second-largest hamburger chain with its 18,000 restaurants present in more than
100 countries.

Burger King's menu has grown to include a wider range of products than only
burgers, fries, drinks, and milkshakes. The "Whopper," which debuted on the menu
in 1957 and has since become Burger King's iconic product, was the first big addition
to the menu. Burger King, on the other hand, has launched several products that
have failed to find a market. Some of Burger King's failures in the United States have
translated into success in other countries, where the company has likewise adjusted
its menu to regional tastes. Burger King targeted the 18–34 male market with larger
products that typically contained correspondingly large amounts of harmful fats and
trans-fats from 2002 to 2010. This strategy would erode the company's financial
foundations and have a detrimental impact on its earnings. As part of the firm's
current owner 3G Capital's restructuring ambitions, the company began to move
away from its prior male-oriented menu in 2011, introducing new menu items,
product reformulations, and packaging.

Social Media Profiles

Instagram = 2 post per week

Facebook = 1 Post per week

YouTube= Not active

LinkedIn = 2 Post per week

Twitter = 3 Post per Week

The highest post per week is on Twitter. LinkedIn and Instagram. Burger King should
be more active on YouTube. The number of followers on Instagram is 1.9M on
Facebook the number of followers is 86,86254 On YouTube number of followers is
10,9000.

The rating of the Burger King India app is 3.3 stars and the total number of
downloads till the date is 1M+.
 Website Analysis

From the above picture, it can be concluded that the overall score of the Burger king
website is 81 which is pretty good. For the performance part, the website received
11/30 which is low.

The ratings for SEO and Mobile is 30/30 and for security is 10/10 l which is great.
For the page size part, it should be reduced so that it can come under the bracket
size of 3MB. As much site will be heavier the website will take more time to load.

In the case of page requests, it’s showing 253 total page requests that number is
very much high as with more number of requests on your page it will make the
performance of your page slower. To decrease the loading time and for better
experience files should be combined as it can actually decrease the number of
requests.

In the case of burger king, the speed of the page is 28.2 seconds which means it is
taking 28.2 seconds to load for one time which is considered as way more than the
idle time that is taken by any webpage for loading. The idle time is 5.3 seconds that
a webpage takes to load and in case your webpage is taking way more time to load
than this then it will make customers feel irritated and will leave your page soon.

SEO (Search Engine Optimisation)

SEO stands for “search engine optimization.” It can be defined as the process of
improving your site to increase its visibility when people search for products or
services related to your business in Google, Bing, and other search engines. The
better visibility your pages have in search results, the more likely you are to garner
attention and attract prospective and existing customers to your business.

Burger king traffic is coming highest from the search that is 61.38% which is then
followed by the direct search that is 30.72%.

Search engine optimization is considered one of the most important parts of digital
marketing because individuals make trillions of searches every year, often with
commercial intent to find information about products and services, Brands' major
source of internet traffic is frequently search, which is supplemented by other
marketing channels. There will be a material impact on your bottom line if your
visibility is high and you have a great ranking in your search results.
 Top 5 Paid Keywords

 burger king
 burger king menu
 burgerking
 burger king delivery
 bk

Traffic Overview
The marketing approach of burgerking.com is more focused on its searches as
because 61.38% of the traffic is observed by this channel and for direct it’s 30.72%.
on the other hand, 2.97% of traffic is from referrals. The top referring websites
include google.com, twitch.com, burgerking.app.in etc. To know more about the
traffic some of the other important aspects that need to analysed are average time
spent on website that is 2:16 min which is average as if a person wants to have look
over the whole webpage and all the items then it will take more than 3 minutes.
Global rank of burger king is 6359 and bounce rate is 43.90%.

Security

Privacy is one of the most important factors for people nowadays. Having good
security with an SSL certificate is important. People actually tend to spend more time
on secured websites. In the case of Burger King, the security score is 10/10 which is
actually excellent. Webpages with high-security scores are considered more
trustworthy and genuine.

Web security is essential for preventing hackers and cyber thieves from gaining
access to critical data. Businesses risk malware spreading and escalating, as well as
risk on other websites, networks, and IT infrastructures if they don't have a proactive
security policy in place.

To keep your website strong and secure you should always keep on updating the
webpage with the latest versions available and also security patches should be
there. Javascript Library should be deleted.

Social Media Analysis

Total 0.5% of the traffic of Burger king comes from different social media
platforms such as Facebook, YouTube, Reedit, Twitter, and Pinterest. The
percentage distribution of these platforms is shown in the above picture.
 Sentiment Analysis

This analysis helps us in determining and analyzing that the program is getting the
type of input from customers that are favorable, neutral, or negative. A brand’s
credibility is determined by advertisers with the help of public perception of the
product.
The above infographic shows the number of times the word Burger King is
mentioned in the last 30 days. According to the above graph non-social reach of
Burger King is much stronger than the social reach. Also, the peak time of the graph
is between 12th to 14th July which means the mention of Burger king is more during
this time.

Negative reviews given the people are 3452 and positive reviews according to the
sentiment analysis is less that is 2723. From these numbers, we can interpret that
negative reviews are more in comparison to a positive one. In such a case it means
customers are not much satisfied by the services provided by Burger king.

Burger King should focus more on customer service and customer satisfaction by
fulfilling the needs of customers.
 Google Ad

While making a google advertisement of a company always attractive headlines are

used. To increase traffic and to attract more customers a brief explanation should be
given and about the current offers running in the company should be disclosed. In
this Add like its told that flat 50% off is there on the order of Rs.120 . Also that
Coupon Code “Unlock Combo” Can be used for flat Rs.200 Off.
 Marketing Campaigns

Burger King, as one of the most well-known fast-food businesses, has proposed a
concept for a "restaurant of the future." Customers at fast-food restaurants are
naturally concerned about hygiene. They want to ensure that the restaurant is
sanitary, that the cooks aren't sick, and that they don't have direct contact with the
cashier or wait staff. Burger King's restaurant concept appears to address all of these
concerns about the coronavirus pandemic that individuals may have. Two videos of
how this restaurant will look have been posted to their YouTube channel. That kind
of restaurant was only seen in science-fiction movies a few years ago. As a result,
the eatery appears to be from the future in these videos.
What better way to start our list of the greatest seven Halloween content marketing
efforts than with Burger King's brilliant idea, which combines customer involvement
with cunning trolling of competitor McDonald's and its renowned clown, as terrifying
as it is.

Burger King gave away a free Whopper burger to the first 500 persons who came
dressed as a clown to select Burger King locations. Creepy crown filled campaign
YouTube Video was used with the Hashtag #ScaryClownNight

Recommendations
 The size of the Webpage Burger King should be reduced and should be made
under 3MB. As of right now, it's 4MB which can affect the performance of the
site and can put a bad impact on the retention rate.
 Proper optimization of Image size and font on the webpage should be done.
 The loading speed of the page is 28.3 seconds which is way too much it
should be reduced as with this page speed people will get irate and the
conversion and sale of the company will be impacted badly.
 Services provided online and offline should be improved to get more positive
reviews.