"Further extending our late night hours allows us to meet strong consumer demand and deliver on the 'have it [image-nocss] your way' brand promise," said Russ Klein, president of global strategy, marketing and innovation for Burger King, Miami. "Diddy is synonymous with late night and is a natural fit for his role as our 'Late Night Ambassador'."
In addition to the advertising, BK will be promoting its extended hours through an "aggressive" grassroots outreach campaign this summer in select key markets. Support will include sponsorship and consumer engagement activities at music festivals and nightclub and bar presence including in-venue advertising, branded bar essentials, BK Crown Card distribution and more.
The BK system operates more than 11,400 restaurants in all 50 states.
Click hereto view CSP Daily News coverage of the Denny's campaign.
BK is also going after McDonald's with this late-night strategy. Definitely Burger King is taking a page out of McDonald's very successful playbook, John Owens, an analysts with Morningstar Inc., told Crain's Chicago Business. McDonald's has had success boosting sales by extending its hours of operation.
In the past few years, more than 90% of McDonald's 14,000 U.S. restaurants have extended their hours to open earlier or close later, some even open 24 hours. McDonald's restaurant hours are determined on a store-by-store basis, but company executives have urged franchisees to stay open longer to increase sales.
While McDonald's extended hours target both early-morning commuters and late-night customers, BK's new initiative appears tailored more for those looking for a snack after a night out, said the report.
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