Is Burger King Reinventing Itself?

Burger King announced that it is dropping the “creepy” King character mascot and placing its focus on health-conscious Moms, according to a report August 19 on MSNBC.com.

Why? Creepy doesn’t sell well.

Healthy sells great!

Apparently, so does avocado (for the same reason).  The same report said that BK is planning to go nationwide with it’s “California Whopper” which features guacamole.  Subway rolled out avocado as an additional option (for an increased price) for it’s customers.  Why?

Again, “health conscious.” Diners are now looking at ingredients more and looking for a healthier menu.  Avocados rate high with healthy eaters.

People will pay MORE for a healthier diet. Go in to Trader Joe’s, Harry’s Market or Whole Foods and you will see how well it sells.

Even at a higher price!  It’s really a no brainer.

Questions:  What movement is going on in your industry that will pass you by if you don’t get in on it?  What are people willing to pay MORE to for whomever gives it to them?

The economy isn’t down; it’s different!

Jim Mathis is the author of Reinvention Made Easy: Change Your Strategy, Change Your Results.

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1 Response to “Is Burger King Reinventing Itself?”


  1. 1 jeremymarcprice August 20, 2011 at 10:53 am

    McDonald’s targets children. Hardee’s/Carl’s Jr. caters to young men. Now, Burger King choosing to target health-conscious moms? Looks like BK may have learned a lesson from The Enormous Omelet Sandwich.

    On the surface, it appears to be a good way for BK to separate from the fast-food burger pack. Interested to see how this pans out for BK. Also interested in trying the California Whopper.


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