Project 3 -November Research

Wendy’s fast food has many competitors that vie for their customer’s attention. Burger King is well established competitor in the fast food market. Besides, the accommodating coupons used to draw customers to their brand, Burger King has officially marked their target audience on-line. According to my research , Burger King’s commitment to premium ingredients, signature recipes, and family friendly dining experiences is what has defined our brand for more than 50 successful years.

After discovering the general audience  families then I questioned specifically what kind of families. Burger King has recently assimilated into the younger demographic. They have revised their brands image not to just appeal to families but pop culture.

Under Chidsey, BK’s 12th CEO in 20 years, Burger King no longer tries to be everything to everyone. In his first extensive interview since being named CEO 10 months ago, Chidsey — who calls himself Chief Whopper Flipper — says Burger King is laser-focused on its key customer: the “superfan.” That’s BK’s term for mostly 18 to 35-year-old males who gobble fast food at the devil-may-care clip of nine to 16 times a month. While they’re just 18% of Burger King’s customers, they account for about half of all visits to the stores. 

Although, Burger King is ranked the second most successful fast food brand, it still has had a significant amount of fluctuation as far as pinning a target audience. In  comparison, Wendy’s have shown a clear focus reaching a particular audience yet their competitors are still more successful. What do you all thinks about these two brands overall?