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 is what has defined the brand for more than 50 successful years.
OBJECTIVE
Mood Media was enlisted to extend the premium quality beyond the food served and into the dining experience itself in Burger King restaurants throughout the Central and Eastern European region. 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 revolves around ensuring that quality food is enjoyed in an inviting and positive atmosphere.
SOLUTIONS
Custom Music Playlist
When crafting a music solution for Burger King, we’re able to offer two different options for the franchise restaurants. Our extensive ‘Original artists’ catalogue features tracks by well-known artists and songwriters that you will recognise from the charts and radio. These tracks require a specific type of licensing to play, but include instantly recognisable popular chart hits or treasured classics that are extremely relatable. 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 and showcase established, new and emerging artists for an eclectic, funky, urban soundscape.
On the other hand, ‘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, eliminating some of 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 in audio form. Additionally, 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 restaurants showcase music video content that reflects the music style and the contemporary, cool vibe of the restaurant and its customer demographic.
Content such as this works well in a QSR environment to implement light, movement and interest in an otherwise static setting. Recognisable, likeable and popular video and music content enables the consumer to feel at home and at ease in an environment where they are understood with shared interests.
RESULTS
Blending a mixture of popular music video content and rights-managed music playlists, Mood Media were able to implement a customer journey that’s engaging, lively, and fun. Burger King is all about great quality food and family-friendly experiences, and this has been reflected by what the consumer sees and hears from the moment they enter the restaurant. Whether they pop in for a takeaway or stick around to enjoy their meal, the atmosphere created is vibrant and uplifting, no matter the varying dwell times.
ELEVATE THE CUSTOMER EXPERIENCE
Elevate the experience and get the peace of mind you deserve with Mood. Contact us today to learn more.
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