The main objective:
Improve Burger King's (BK) quality perception, a key barrier for consideration and thus visitation.
The fast-food industry has a famously bad reputation, built on poor-quality, additive-ridden food.
Not only that, it suffers greatly when it comes to trust, ranking second to 'Big Pharma' on most distrusted institutions. BK had it worse than the category, struggling with visitation as it failed to meet guests' food quality expectations.
Goal 1: Improve food quality perception of Burger King's food.
Goal 2: Increase consideration.
Goal 3: Increase Whopper sales.
Goal 4: As McDonalds outspends BK with 3x as much...