Burger King launches standalone dessert bar
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Burger King has launched a standalone Dessert Bar in a bid to broaden the appeal of the brand outside of its fast food restaurants.
The Dessert Bar, in the Westfield shopping centre in London, will offer a “specialised menu” which includes BK Fusions ice cream and mini pancakes as well as new “sweet treat” items such as brownies, cakes, cookies and muffins.
Sarah Power, Burger King UK marketing director, says the initiative is the “next stage of the company’s expanding restaurant portfolio” and aims to appeal to existing fans of the brand as well as attract a new audience.
The Dessert Bar in London is the second Burger King has opened in Europe and follows a trial earlier this year in Benidorm, Spain.
Burger King introduced its “King” character into the UK market earlier this year as part of its “Taste is King” marketing strategy.
YouGov Insight:
Desserts
- 26% of UK consumers say that frozen desserts are not eaten in their home.
- 47% of UK consumers say that they have a frozen desert once a month.
- Those eating frozen desserts once a week or more are most likely to be men aged 40+ and those in the C2DE social grade.
- Chilled desserts are eaten once a week by 1 in 4 consumers. Frozen desserts fair badly by comparison with only 1 in 10 saying they currently eat frozen desserts once a week.
- Heavy promotional discounting on Cadbury’s hot chocolate and caramel sponge pudding twin pots helped Cadbury overtake Gü to become the top hot-served chilled dessert brand in 2009.
Click here for more information on this YouGov market report
