MIAMI--(BUSINESS WIRE)-- Burger King Corp. (NYSE:BKC) announced today a redesign of its Web site, making it an enhanced, consumer-friendly portal that aggregates the best of Burger King Corp.'s original content. From successful micro sites that still attract considerable Web traffic, such as 2004's SubservientChicken.com and 2007's Simpsonizeme.com, to the brand's boldest advertising creative, the site blends Burger King Corp.'s unique brand voice with more advanced traditional site elements. Fans of the King can browse the one-stop site to view favorites, such as "WHOPPER® Freakout," "Pet Moustache" and even the brand's iconic King modeling for his own signature fragrance FLAME™, making the Web site the go-to destination for the brand's distinct and compelling content.
With a completely new look and feel that reflects the BURGER KING® brand aesthetic and attitude, the Web site embodies the HAVE IT YOUR WAY® brand promise with customizable functionality. For example, the home page lets visitors select the type of information they want to see each time they return by moving sliding bars left and right for three main categories: "Food: product innovation and nutritional information;" "Fun: the latest in ads, television parodies and user-generated content;" and "King: all things King-related for those fans who can't get enough." Soon, guests who register online can also receive rewards and incentives for discounted BURGER KING® menu items and more.
"This enhanced Web site bridges the gap between what audiences see on television, in restaurants and online, bringing together the advertising and viral content that SuperFans have come to know and love from Burger King," said Brian Gies, vice president, marketing impact, Burger King Corp. "In focus groups, consumers confirmed what they wanted – rewards and value, along with a compelling reason to stay and explore the site. The result is an interactive platform that puts the brand at their fingertips and gives them the power to tailor the site to their personal needs and interests."
Visitors can also navigate a host of new, highly interactive features and essential nuts-and-bolts resources, including the following:
Throughout the summer, the youngest fans of Burger King Corp. and their parents will also discover an enhanced Web site especially for kids. The site lets kids chat with other members, customize their avatars, and will soon feature a member "Buddylist", expanding the site's online communication capabilities. Visitors are also able to enter codes found on BK® Kids Meal packaging for virtual rewards for their avatars.
*Based on preference
The BURGER KING® system operates more than 11,800 restaurants in all 50 states and in 74 countries and U.S. territories worldwide. Approximately 90 percent of BURGER KING® restaurants are owned and operated by independent franchisees, many of them family-owned operations that have been in business for decades. In 2008, Fortune magazine ranked Burger King Corp. among America's 1,000 largest corporations and Ad Week named it one of the top three industry-changing advertisers within the last three decades.
Source: Burger King Corp.