Wednesday, May 18, 2005

A Newsweek article on Burger King CEO Greg Brenneman showed the power of a company locating and knowing its audience and responding with the same loyalty it depends on from that audience. Brenneman calls Burger King’s target audience “Super Fans” – the young, grey collar men interested in football and indulging in the BK-signature Enormous Omelet Sandwich. Though his Super Fans make up just 18 percent of the population, they are 49 percent of Burger King’s business.

Brenneman has embraced the “Have it your way” slogan Crispin Porter + Bogusky coined fast food's number two. While many fast food restaurants are scrambling to provide low-fat/carb alternatives and develop healthy lifestyle material to combat the “Super Size Me” fallout, Burger King is connecting to its audience by boldly offering such 760-calorie gut bombs as the Enormous Omelet Sandwich. The armchair coach doesn’t want to eat a Fruit and Walnut Salad, he wants a Whopper and a large Coke. I can respect that, in fact, I admire it.


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