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Burger King
Case Study
About Burger King
More than 11 million guests visit Burger King restaurants around the world every day. Founded in 1954, Burger King is the second-largest fast-food hamburger chain in the world. The original HOME OF THE WHOPPER®, their commitment to premium ingredients, signature recipes, and family-friendly dining experiences has defined the brand for more than 50 successful years.
Objective
Mood Media was enlisted in Burger King restaurants throughout the Central and Eastern European region to extend the premium quality beyond the food and into the dining experience itself.
Through a range of audio and digital content solutions, the brand looked to improve the service at the point of sale and create an environment in which consumers left with a positive lasting impression of the brand. This means ensuring that quality food is enjoyed in an inviting and positive atmosphere.
Solutions
Custom Music Playlist
When crafting a music solution for Burger King, Mood offered two different options for the franchise restaurants. The extensive ‘Original artists’ catalogue features tracks by well-known artists and songwriters. These tracks require a specific type of licensing to play, but include instantly recognizable and relatable chart hits and treasured classics.
The original artists tracks chosen for the Burger King restaurants in the Romanian, Hungarian and Czech markets reflect a cool vibe with filters such as Easy Pop, Top 40, Summer Hits, or Recent Club Hits, showcasing established, new, and emerging artists for an eclectic, funky, urban soundscape.
Rights managed music was used for the Polish market with playlists that evoke the perfect atmosphere using songs from emerging and unsigned artists of high production value while reducing the licensing costs associated popular music.
The playlists are updated every two months, taking into account both the customer profile and local preferences, while reflecting the Burger King style and energy.
It was important to make all Burger King customers feel ‘at home’ when visiting the restaurants, so the curation of the playlist has 20% of the tracks being sung in Czech and 10% in Hungarian respectively in those markets.
Video Content
The video screens in the Hungarian restaurants showcase music video content that reflects the music style, empasizing the contemporary, cool vibe of the restaurant and its customer demographic.
Content such as this works well in a QSR environment by implementing light and movement while generating interest in an otherwise static setting. Recognizable, likable, and popular music video content enables the consumer to feel at ease and understood in an environment that shares their interests.
Results
Blending a mixture of popular music video content and rights-included music playlists, Mood Media implemented a customer journey that is engaging, lively, and fun.
Burger King is all about great quality food and family-friendly experiences. These values are reflected by what the consumer sees and hears from the moment they enter the restaurant.
Whether a customer pops in for a takeaway, or sticks around to enjoy their meal, the atmosphere created is vibrant and uplifting for the duration of their dining experience.
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