Restaurant Brands International is resisting the temptation to “overreact” in an increasingly promotional environment, despite Burger King’s sales slip.
Speaking to Marketing Week, Machado explains how he plans to take his experience marketing some of the world’s biggest brands and use it to drive growth in a plant-based startup.
Burger King’s plan to fuel US sales growth with increased spend on advertising to improve brand perceptions is paying off, the business claims, as it reports a 5% uplift over its fourth quarter.
15 Feb 2023 3:01 pm
The marketing and digital teams at the fast-food business have been collaborating to drive progress in areas including loyalty and delivery.
4 Aug 2022 3:33 pm
Could “commercial creativity” be key to surviving record breaking inflation? Burger King and Heineken explain why investing in innovation now will pay off later.
Burger King plans to dedicate greater attention to its multibillion-dollar Whopper brand, as the fast food chain cuts low volume products from its menu and pledges to re-focus on its core.
16 Feb 2022 9:58 am
Ellie Doty is leaving Burger King after less than two years as CMO, during which time she launched the chain’s US loyalty scheme and headed up the company’s first brand overhaul in 20 years.
5 Jan 2022 1:03 pm
Burger King parent company Restaurant Brands International is cutting discount coupons out of its strategy and reinvesting in digital loyalty programmes and media.
26 Oct 2021 12:45 pm
As he steps down as CMO, Machado is leaving the fast-food brand in better health than when he started – but there’s still a considerable challenge ahead for his successor.
7 Apr 2021 11:47 am
Burger King’s woefully misjudged International Women’s Day ad has rightly received plenty of flak, but how did it even make it past the discussion stage?
10 Mar 2021 3:51 pm
Burger King’s Fernando Machado urges marketers to “hit a nerve” in order to cut through the clutter of advertising.
14 Oct 2020 3:43 pm
In a bid to devise the best reopening strategies post-lockdown, brands are using behavioural insight to help them strike the right tone amid the collective trauma of Covid-19.
Story of My CV: Always on the look-out for the next challenge, Katie Evans developed a love for the fast-paced world of FMCG that took her from Heinz to Krispy Kreme to Burger King, with a brief spell launching her own fashion business.
McDonald’s unflashy but effective marketing has been overshadowed by rival Burger King’s attention-grabbing stunts, but it’s the former we should celebrate.
Burger King looks outside its sector and beyond its own agencies for creative ideas as it looks to engage consumers around issues such as waste and sustainability.
24 Sep 2019 7:00 am Copyright © 2024 Centaur Media plc and / or its subsidiaries and licensors. All rights reserved.Xeim Limited, Registered in England and Wales with number 05243851
Registered office at Floor 14, 10 York Road, London, SE1 7ND
