For a long time, Burger King was Pepsi to McDonald’s Coke.
At some point, however, that changed, and Wendy’s managed to join the conversation, first turning it into one of three fast-casual burgers, and then actually becoming a brand. number two in this field.
It’s an embarrassingly difficult situation for Restaurant Brands International (QSR) – Get a free report Chain. Burger King responded by trying to be a menu innovator. It’s bold (despite mixed success) to try bold ideas like Chicken Fries and Mac N’ Cheetos as well as the seemingly endless burger innovation that includes a commitment to using options plant-based.
The chain is also willing to leverage its most famous product, the Whopper, to attract media attention and draw people to its stores. Burger King has rolled out multiple versions of The Whopper — some serious, some novel — in a way that resonates with the brand.
But menu gimmicks aren’t the only leverage a company can create for growth, and the chain’s parent company just made a big move to help it boost sales and even boost sales. can even catch up with Wendy’s.
Photo Naomi Baker / Getty
Burger King’s parent company earns a large amount of rent
Few people think about who will lead a company when they decide where to eat and drink. In reality, however, the decisions made in the executive suite actually impact your decisions in ways that you didn’t consider.
As CEO of Domino’s Pizza (DPZ) – Get a free report Patrick Doyle focuses on performance on food. Yes, he’s the leader who admits that the chain needs to improve its pizza — and run that massive advertising campaign — but few people think “guys, Domino’s has it. great pizza.”:
What people think of Domino’s is that it’s a great value company and it’s really convenient. Doyle focuses on execution. He made sure the company had a good product that people were happy to use, and then he focused heavily on making sure it was convenient and easy to order.
You might not think of Domino’s as a technology company, but under Doyle it has become a leader in digital pushing orders to its app, as a way to be more convenient and reduce costs. labor costs. Now, Doyle is bringing his talents to Restaurant Brands International (RBI), where he will become executive chairman.
McDonald’s and Wendy’s have reason to worry
McDonald’s has invested heavily in digital, focusing both on apps and adding ordering kiosks in its stores. Wendy’s is not active in this area, but they have driven customers to their app by using specials and offers.
Now, with Doyle’s involvement, Burger King and other RBI brands have a leader who can leverage his experience to unlock growth. The company specifically said that its new executive chairman “will be a key contributor to ushering in growth within the company building on his proven track record of doing the same at Domino’s Pizza, ” in a press release on the appointment.
As the former CEO of Domino’s Pizza from 2010 to 2018, Doyle led one of the restaurant industry’s most successful transformations by focusing on putting the customer experience first. and become the best in digital ordering and food quality. During his tenure, he increased same-store sales for 29 consecutive quarters, growing system-wide sales from $5.6 billion to $13 billion, an increase of more than 2 percent. times the franchisee’s profits in the domestic market while generating approximately $11 billion in shareholder value and increasing the share price more than 23 times from nearly $12 in March 2010 to $271 in October. June 2018.
Doyle is a transformation leader that is one step ahead of current digital evolution. He pushed Domino’s to invest in areas that other fast food chains (actually everyone but Starbucks) were ignoring, and that built a strong foundation that helped the company overcome the Translate.
“I love the restaurant industry. These are four distinctive brands that have real opportunities for rapid growth. Working closely with each franchise’s franchisees, with Jose, the entire RBI team and the Board of Directors. Director, I believe we can create one of the most compelling growth stories in the industry,” said Doyle.
The new executive chairman will purchase 500,000 shares of RBI for approximately $30 million and has agreed to maintain his investment for five years.
