The chain's product development and innovation department is in the process of sourcing ingredients for the burger. It is likely to contain wagyu beef and foie gras. It is set to launch next month in a limited number of outlets in upmarket central London locations.
Burger King came up with the idea after Selfridges ditched an £85 sandwich it had served, containing black truffles and rare brie cheese. It plans to match or exceed this price.
The driving force behind the initiative is to promote Burger King's offering as more premium than that of McDonald's.
This year it intends to position itself as a casual dining outlet and has taken inspiration from US themed chains such as TGI Friday's. It plans to roll out a number of exotic burgers using ingredients such as tiger prawns, steak and guacamole.
Comments
Emperor's new clothes - why don't you switch all the lights off and charge another tenner?
"taking inspiration from TJI Friday's". that my friend is genius.
this story is a PR's wet dream
"as part of a wider strategy to boost its premium credentials."
Really? Jesus, you cynical hacks.
What upmarket London locations??
They will make about three 85 quid burgers. It's a PR stunt to generate cheap publicity.
Well done the PR agency I say. Think it's really funny.
So, you get to buy your £85 burger, served on a red plastic tray to match the red plastic chairs and laminate table you'll sit at to eat it? Sounds like a brilliant idea!
This sort of PR bullshit really winds me up - when PR agencies are disjointed from the marketing department. If you are targeting your brand at a premium market - EVERYTHING needs to be premium - you need to have a really sexy fit out - classy waiting staff - the whole shabang! Selfridges food hall is pure class and the £85 didn't work for them - catch yourselves on Burger King - you are not Selfridges. You do something very well - stick to it! Know your market and realise that your market doesn't want an £85 burger. You are doing this purely for a news worthy angle and its not news worthy - its bullshit. The pure essence of marketing is to answer your customers wants and needs - the burger king customer does not need an £85 burger - they might want one...but they would not be prepared to pay for it. GRRR this sort of really non news worthy spin really grates on me....its pointless! and don't give me that "oh well we're all talking about it" and its "creating a buzz" I am not Burger Kings market therefore this message is falling on deaf ears...therefore its a waste of time...Yeah some wealthy banker might turn up and buy one once to be a smart ass but Burger King make their profit on repeat sales so its all pointless. PR people would you ever wise up?!
Buy the burger in the BK on Gloucester Road in Kensington and you can eat it in a doorway of some posh shops. Just an idea.
BK is already premium in my book...UK prices are around 100% above US prices. Are they challenging MacDonalds as to who does a better job of ripping off the UK consumer?
Yeah we all know that this is the stuff of PR but it is also indicative of how BK wants people to perceive it as becoming more premium and is a stunt related to this repositioning.
Absolute cock jockey cobblers. I can't believe BR would even bother gnoshing on this story in the first place. What next - Tesco Value Beluga Caviar...? Toss pots.
Stand by for a BK backlash over use of Foie Gras.
I'm waiting for Asda to turn around and offer in-store bespoke tailoring! I give it a matter of weeks!
That is brilliant. Amazing concept, amazing story. I'm in. I might try and eat ten
I wonder if Prescott could keep one down? Depends who is paying I suppose
Is this story 3 weeks late?
I'm saving up my £85 as we speak! Can't think of a better place to spend my hard-earned cash - sitting on a plastic seat, eating on a plastic tray, looking at my paper cup, while listening to screaming kids.
Sounds lush!
For another £10 you can get one chip fried in saffron oil by virgins.
Are these burgers being processed via cut guts before hand? If not i am not interested.
this sounds so posh, anyone who buys it is silly, but i might buy one to get some PR stunt myself :).
I dont know what is sadder, the PR stunt or the fact this is one of th most "posted" topics on the site!?
A frois gras and wagyu burger announced on the same day Mintel publish a report showing KFC now outsells BK and consumers are concerned about health and ethical production of food? Sounds less like a pitch for "upmarket" clientele and more like a pitch to win the hearts and guts of macho meat eaters.
Macho meat eaters? Not really compatible with foie gras surely?
Why on earth would any person pay such amount of money to buy a burger from Burger King!
Hi Katrina Doran
You say, and I quote "The pure essence of marketing is to answer your customers wants and needs" unquote.
Surely marketing is all about " Creating a Need" and thus a new market is born, from which new growth is derived.
Apart from that everything else you say I agree with.
God I can't stand BK, overpriced and not that tasty either, bring on a KFC or McDonald's any day of the week :o)
You forget to mention the free spit you'll get with this £85 burger.
Isn't Burger King (a global mega-corporation capable of being attacked for their ethical credentials just like McDonalds, Starbucks, and like today, Unilever) really setting itself up for a PR disaster by serving foie gras?
It's not the spit you have to worry about.
PR stunt. Got that bit. It's got everyone talking, some the target audience, some not. Two people may actually buy the burger, it's clearly not about the burger. It's about ramping up premium-ness. The target audience wants to feel like they are part of something worth talking about. However, as premium as Burger King may actually not be, as it's attempt at cornering the super-fast, pseudo-premium food market with the Angus was not that much of a success, this is simply taking it to the next ridiculous level. Awareness 1, Sales 0.
Pass the burger through the digestive system of a Civet cat first and I may think about it.
Judging by the amount of posts they have won
Considering that most Central London BK's cater exclusively to drunken clubbers, I imagine it'll - accidentally - sell quite well.
Surely the correct way to meaningfully raise perceptions of BK premium-ness is to modify a core component of the basic food offer, for example, organic buns or potatos, instead of simply introducing a single mindlessly expensive product? Incidentally, BK were already doing premium-eleveation correctly when they recently introduced the 'Angus' beef line. Still tasted like an ordiinary beef pattie if you ask me tho! ;-)
Ian you're 100% right - if BK wanted to be premium - they could do so across the range and actually make a better burger with things like organic wheat in the buns (of baps as they're called over here in Belfast!) and organic spuds is a genius idea but it just proves that this £85 burger is a bullshit burger - its a hollow idea by a PR people grabbing at their BK stripey straws.
Oh and Hi Mark - thanks for the comment - yes marketing def can create a need but I've always felt that unless there is already a want or need out there - no matter how much you market a product or fire money at the promotion of it - if the customer doesn't want it - or need it - they won't buy it - look at Guinness when they launched their version of weiss beer (sorry can't remember the name - Jimmy Nesbit was in the ad tho) they spent a clean fortune with marketing/pr/advertising/promotion - they threw buckets at it - and it bombed - Guinness drinkers didn't want or need anything other than the good ole black stuff. Totally depends on the product or service tho...its almost impossible to generalise but IPA V's CIM woudl say Advertising creates need - desire- want - marketing pin points what that is...finds that illusive 'gap in the market'...and fill it. Well that my little rant for the day! :)
Just remembered that Guinness product called called Breo - has a hunt on the web and found this quote which I thought was interesting...
Guinness Ireland has confirmed that Breo, its wheat beer that cost close to £5 million to develop, is to be withdrawn because of "an insufficiently large consumer base".
In Ireland?! Are they having a laff? We as much beer as we drink tea! and we drink a LOT of tea ;)
Good to see the BK marketing guys are on the ball, are they oblivious to the global credit crunch as I presume this burger is aimed at city boys with more money than sense?! Good PR but give me a dirty donner any day.
Hi everyone,
This article is very interesting.
You can find the whole list of international Burger King fast-foods restaurants at http://www.fast-foods-restaurants.com/ .
More informations on this website.
Best regards
Comments
harry fowler - 22/04/2008
Emperor's new clothes - why don't you switch all the lights off and charge another tenner? "taking inspiration from TJI Friday's". that my friend is genius.
B Agotcha - 22/04/2008
this story is a PR's wet dream
Archie Strang - 22/04/2008
"as part of a wider strategy to boost its premium credentials." Really? Jesus, you cynical hacks.
B. van Dongen - 22/04/2008
What upmarket London locations??
Simon Wright - 22/04/2008
mmmmmm....burger
Mark Smith - 22/04/2008
They will make about three 85 quid burgers. It's a PR stunt to generate cheap publicity.
Rob Sellers - 22/04/2008
Well done the PR agency I say. Think it's really funny.
Ashley Evans - 22/04/2008
So, you get to buy your £85 burger, served on a red plastic tray to match the red plastic chairs and laminate table you'll sit at to eat it? Sounds like a brilliant idea!
Katrina Doran - 22/04/2008
This sort of PR bullshit really winds me up - when PR agencies are disjointed from the marketing department. If you are targeting your brand at a premium market - EVERYTHING needs to be premium - you need to have a really sexy fit out - classy waiting staff - the whole shabang! Selfridges food hall is pure class and the £85 didn't work for them - catch yourselves on Burger King - you are not Selfridges. You do something very well - stick to it! Know your market and realise that your market doesn't want an £85 burger. You are doing this purely for a news worthy angle and its not news worthy - its bullshit. The pure essence of marketing is to answer your customers wants and needs - the burger king customer does not need an £85 burger - they might want one...but they would not be prepared to pay for it. GRRR this sort of really non news worthy spin really grates on me....its pointless! and don't give me that "oh well we're all talking about it" and its "creating a buzz" I am not Burger Kings market therefore this message is falling on deaf ears...therefore its a waste of time...Yeah some wealthy banker might turn up and buy one once to be a smart ass but Burger King make their profit on repeat sales so its all pointless. PR people would you ever wise up?!
Peter Riley - 22/04/2008
Buy the burger in the BK on Gloucester Road in Kensington and you can eat it in a doorway of some posh shops. Just an idea.
Fred Perkins - 22/04/2008
BK is already premium in my book...UK prices are around 100% above US prices. Are they challenging MacDonalds as to who does a better job of ripping off the UK consumer?
Jeremy Lee - 22/04/2008
Yeah we all know that this is the stuff of PR but it is also indicative of how BK wants people to perceive it as becoming more premium and is a stunt related to this repositioning.
gavin sutcliffe - 22/04/2008
Absolute cock jockey cobblers. I can't believe BR would even bother gnoshing on this story in the first place. What next - Tesco Value Beluga Caviar...? Toss pots.
EMILY JAQUES - 22/04/2008
Stand by for a BK backlash over use of Foie Gras.
Julian Gregory - 22/04/2008
I'm waiting for Asda to turn around and offer in-store bespoke tailoring! I give it a matter of weeks!
Noel Bussey - 22/04/2008
That is brilliant. Amazing concept, amazing story. I'm in. I might try and eat ten
Jeremy Lee - 22/04/2008
I wonder if Prescott could keep one down? Depends who is paying I suppose
Ben Gaff - 22/04/2008
Is this story 3 weeks late?
Jacquie Bowser - 22/04/2008
I'm saving up my £85 as we speak! Can't think of a better place to spend my hard-earned cash - sitting on a plastic seat, eating on a plastic tray, looking at my paper cup, while listening to screaming kids. Sounds lush!
jurgen Wolff - 22/04/2008
For another £10 you can get one chip fried in saffron oil by virgins.
Gordon Macmillan - 22/04/2008
Are these burgers being processed via cut guts before hand? If not i am not interested.
nemo found - 22/04/2008
this sounds so posh, anyone who buys it is silly, but i might buy one to get some PR stunt myself :).
Jason Brown - 22/04/2008
I dont know what is sadder, the PR stunt or the fact this is one of th most "posted" topics on the site!?
DONOVAN - 22/04/2008
A frois gras and wagyu burger announced on the same day Mintel publish a report showing KFC now outsells BK and consumers are concerned about health and ethical production of food? Sounds less like a pitch for "upmarket" clientele and more like a pitch to win the hearts and guts of macho meat eaters.
Jeremy Lee - 22/04/2008
Macho meat eaters? Not really compatible with foie gras surely?
Kat Kashefi - 22/04/2008
Why on earth would any person pay such amount of money to buy a burger from Burger King!
Mark Doherty - 22/04/2008
Hi Katrina Doran You say, and I quote "The pure essence of marketing is to answer your customers wants and needs" unquote. Surely marketing is all about " Creating a Need" and thus a new market is born, from which new growth is derived. Apart from that everything else you say I agree with.
Micky Pain - 22/04/2008
God I can't stand BK, overpriced and not that tasty either, bring on a KFC or McDonald's any day of the week :o)
Sarah Roberts - 22/04/2008
You forget to mention the free spit you'll get with this £85 burger.
Barry Whyte - 23/04/2008
Isn't Burger King (a global mega-corporation capable of being attacked for their ethical credentials just like McDonalds, Starbucks, and like today, Unilever) really setting itself up for a PR disaster by serving foie gras?
Jeremy Lee - 23/04/2008
It's not the spit you have to worry about.
Louise Kennedy - 23/04/2008
PR stunt. Got that bit. It's got everyone talking, some the target audience, some not. Two people may actually buy the burger, it's clearly not about the burger. It's about ramping up premium-ness. The target audience wants to feel like they are part of something worth talking about. However, as premium as Burger King may actually not be, as it's attempt at cornering the super-fast, pseudo-premium food market with the Angus was not that much of a success, this is simply taking it to the next ridiculous level. Awareness 1, Sales 0.
Elizabeth Jones - 23/04/2008
Pass the burger through the digestive system of a Civet cat first and I may think about it.
willy borrell - 23/04/2008
Judging by the amount of posts they have won
Jared Shurin - 23/04/2008
Considering that most Central London BK's cater exclusively to drunken clubbers, I imagine it'll - accidentally - sell quite well.
Ian Maggs - 23/04/2008
Surely the correct way to meaningfully raise perceptions of BK premium-ness is to modify a core component of the basic food offer, for example, organic buns or potatos, instead of simply introducing a single mindlessly expensive product? Incidentally, BK were already doing premium-eleveation correctly when they recently introduced the 'Angus' beef line. Still tasted like an ordiinary beef pattie if you ask me tho! ;-)
Katrina Doran - 24/04/2008
Ian you're 100% right - if BK wanted to be premium - they could do so across the range and actually make a better burger with things like organic wheat in the buns (of baps as they're called over here in Belfast!) and organic spuds is a genius idea but it just proves that this £85 burger is a bullshit burger - its a hollow idea by a PR people grabbing at their BK stripey straws. Oh and Hi Mark - thanks for the comment - yes marketing def can create a need but I've always felt that unless there is already a want or need out there - no matter how much you market a product or fire money at the promotion of it - if the customer doesn't want it - or need it - they won't buy it - look at Guinness when they launched their version of weiss beer (sorry can't remember the name - Jimmy Nesbit was in the ad tho) they spent a clean fortune with marketing/pr/advertising/promotion - they threw buckets at it - and it bombed - Guinness drinkers didn't want or need anything other than the good ole black stuff. Totally depends on the product or service tho...its almost impossible to generalise but IPA V's CIM woudl say Advertising creates need - desire- want - marketing pin points what that is...finds that illusive 'gap in the market'...and fill it. Well that my little rant for the day! :)
Katrina Doran - 24/04/2008
Just remembered that Guinness product called called Breo - has a hunt on the web and found this quote which I thought was interesting... Guinness Ireland has confirmed that Breo, its wheat beer that cost close to £5 million to develop, is to be withdrawn because of "an insufficiently large consumer base". In Ireland?! Are they having a laff? We as much beer as we drink tea! and we drink a LOT of tea ;)
Chris Covey - 24/04/2008
Good to see the BK marketing guys are on the ball, are they oblivious to the global credit crunch as I presume this burger is aimed at city boys with more money than sense?! Good PR but give me a dirty donner any day.
bertelle cnioals - 06/05/2008
Hi everyone, This article is very interesting. You can find the whole list of international Burger King fast-foods restaurants at http://www.fast-foods-restaurants.com/ . More informations on this website. Best regards