Burger King: Backyard Burger King

This case study demonstrates how Burger King, a fast food restaurant chain in New Zealand, convinced its customers that its burgers were grilled over flames by harnessing the nation's love for their BBQs.

Burger King: Backyard Burger King

Executive summary

Product Description:

Burger King is a relatively new player in the New Zealand market, having only launched here 20 years ago. NZ is also a hugely competitive market for QSR's (Quick Service Restaurants) - there is the highest penetration of QSR's per capita of any count

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