The Japanese Big King is Cheaper if Customers Also Eat a Big Mac
Charlotte Joyce Kidd — November 6, 2015 — Marketing
References: bigking.jp & en.rocketnews24
Burger King Japan has a very unconventional promotion going on for its Big King 4.0 burger.
The Big King burger has been around for a while on the Burger King menu worldwide. It's unabashedly similar to another 'Big' burger found on Burger King's biggest competitor's menu, featuring Thousand Island dressing, two patties and a toasted sesame bun. Burger King Japan decided to be honest about this mildly embarrassing similarity in its campaign for the newly released Big King 4.0.
Any time a customer orders a Big King in Japan, they have a chance to win a discount on their meal by presenting either a recent receipt for a Big Mac or a Big Mac burger itself to the cashier. Presumably, this is to encourage taste-testing between the other, more famous burger and the new Big King. While the Big King 4.0 is slightly more expensive than the Big Mac, Burger King's patties are flame-grilled -- which the company believes makes them far superior when compared to competitor products.
The Big King burger has been around for a while on the Burger King menu worldwide. It's unabashedly similar to another 'Big' burger found on Burger King's biggest competitor's menu, featuring Thousand Island dressing, two patties and a toasted sesame bun. Burger King Japan decided to be honest about this mildly embarrassing similarity in its campaign for the newly released Big King 4.0.
Any time a customer orders a Big King in Japan, they have a chance to win a discount on their meal by presenting either a recent receipt for a Big Mac or a Big Mac burger itself to the cashier. Presumably, this is to encourage taste-testing between the other, more famous burger and the new Big King. While the Big King 4.0 is slightly more expensive than the Big Mac, Burger King's patties are flame-grilled -- which the company believes makes them far superior when compared to competitor products.
Trend Themes
1. Promotion Through Competitive Comparison - Creating promotions that openly compare and compete with competitors' products can help generate interest and encourage customers to try new offerings.
2. Rewarding Customer Loyalty - Offering discounts or rewards to customers who continue to choose a specific product or brand can incentivize repeat business and build customer loyalty.
3. Highlighting Unique Product Features - Emphasizing the unique qualities or advantages of a product, such as flame-grilled patties, can help differentiate it from competitors and attract customers.
Industry Implications
1. Fast Food Restaurants - Fast food chains can adopt creative promotional strategies to entice customers and increase sales.
2. Food and Beverage Marketing - Innovative marketing campaigns that highlight product comparisons and rewards can be effective in promoting food and beverage products.
3. Consumer Loyalty Programs - Companies can develop loyalty programs that reward customers for their repeat business and encourage brand loyalty.
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