We then moved to activate this ambition through a creative approach in tune with the brand’s relaxed and playful identity. We gathered 160 key people from across a selection of restaurants, including managers and support staff, to a mass scrawl. Its goal was to capture rich insights from across Burger King to help the brand define the new behaviours everyone should adopt.
The session utilised comic strips and role play to bring to life three key parts of the brand’s behaviour model – individual expression (open mindedness), big tastes (being committed) and challenging the norm (acting purposefully).
Our work was instrumental in giving Burger King’s HR and leadership teams more direction and clarity. Everyone could focus on truly shifting areas of the business from good to legendary, rather than ineffectively tackling too much at once.
Following our behaviour hackathon, Burger King received glowing attendance reports and staff quickly adopted the new framework to offer a more consistent and positive customer experience. Across just one of the key tracking markets, Burger King’s UK restaurants reported incredibly strong performance in 2021. Revenues increased by 68% to £211.7m, like-for-like sales increased by 46% and it recorded a £33.4m operating profit for the year.