Have it your way Burger King

Something is fundamentally wrong at Burger King. For nearly as long as I can remember, they have failed to figure out what makes them special. They started out strong with their charbroiled, never fried and have it your way differentiation and messaging, but they eventually lost their way.

McDonald’s cast a long shadow and Burger King remains hidden in the dim. They’re so hopelessly lost that it seems they’re doomed to follow the path of the chain with the big red shoes.

This “Me too” approach continues to fail as a marketing strategy for Burger King.

Follow the leader

In their latest incarnation, the fast food chain has expanded their menu adding salads, chicken snack wraps, smoothies and frappes to their offerings.

Gee, doesn’t this seem familiar? Oh yea, McDonald’s has salads (2003), snack wraps (2006) and smoothies (2010) on their menu.

How impassioned.

How pathetic. Burger King lacks vision and a culture of innovation. Seemingly, everything they do mimics their arch-rival and trails them by many months or years.

The consequences? Consumers flock to the original and other options and Burger King continues its slow slide into oblivion. The chain is now #3 in the United States behind McDonald’s and Wendy’s.

Be a leader

There’s a lesson here for entrepreneurs and small business owners. You must establish your own identity and be able to clearly differentiate from your rivals. Consumers prefer leaders. If you aren’t the market leader, then you need to focus on a segment and position yourself in some way that gives you an advantage.

For example, if you are in the hyper-crowded automotive parts supply business, you can define a strategy of specialization in a segment that is underserved. Let’s assume it’s European models or you can go even narrower and offer parts for German cars only. You can then hone your positioning and messaging as the

• only
• leading
• largest
• most knowledgeable
• genuine OEM

European or German auto parts supplier in the area. And your marketing, messaging and personality can boast your unique leadership position.

Protect your lead

But you can never rest on your laurels. You must continue to advance your knowledge, enhance your experience, add more European or German products and services and keep reminding the market you’re the best in your segment.

Create. Differentiate. Elevate.

Or follow Burger King’s example and slide into oblivion. It’s your choice. Have it your way.

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SIDEBAR 1: Al Ries does a thorough job breaking down the many failures of Burger King’s current direction in his column in today’s online edition of Ad Age.

SIDEBAR 2: The fast food restaurant chain’s new slogan is "Exciting things are happening at Burger King."

Wow, I’m inspired.

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