Getting from segmentation to sustainable solutions

Market segmentation for world-leading chain Burger King

Case study

Working with Burger King UK to identify where to play & how to win through market segmentation.

Burger King wanted to grow its share of the UK quick service restaurant (QSR) market by better competing with the likes of McDonald’s, KFC and Subway. Their leadership team were open to adapting their proposition, brand and marketing to align with a new strategic direction, based on identifying priority visit occasions.

Firstly we segmented the UK QSR market via a quantitative study, informed by in-restaurant ethnography. Subsequent proposition assessments allowed us to assess how well competitors serve identified visit types. 

We then worked with the senior leadership team to choose where Burger King should play, and to identify how to win, and within which target markets.

As a result, Burger King has tailored its offer to suit new priority visit occasions, with implications for mar-comms, promotional mechanisms, restaurant format, estate planning and product offer. We have continued to support the team with their ongoing sustainable strategic initiatives. This included concept testing alternative kids’ toys, which resulted in the business moving away from giving plastic toys with kids’ meal, ultimately helping to reduce plastic waste.

We engaged Incite to work on our ‘where to play, how to win strategy’. They were able to deal with complexity, provide relevant data and generate clear, commercially savvy recommendations. We achieved the focus that we were looking for from the project and have used the work to feed into our thinking on product, marketing strategy and operations. I was impressed with the team’s enthusiasm, their sector expertise and the way they engaged our senior leadership team throughout.

Alasdair Murdoch, CEO of Burger King UK

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