Basic HTML Version
51
ANNUAL REPORT 2011
At end 2011 we operated 38 units with 424
active employees. Sales stood at 22,6 million
euros, 5.0% less than in the previous year.
In 2011 Burger King implemented a
comprehensive strategy to communicate
the brand’s attributes (BBM Product) and
innovation by launching new products on
an unprecedented scale via diverse outlets.
The media used for this strategy included TV
(general-audience channels TVI and SIC), radio
and advertising billboards, as well as local store
marketing (LSM).
To foster a trusting relationship with customers
we continued to allow them to ask, whenever
they want, at the moment or by previous
reservation, to visit the kitchens of any unit to
learn about the brand’s quality policies and the
care taken when preparing meals, as proven by
the fact that all the brand’s units are certified
according to the most demanding quality
standard – APCER ISO 22000.
As in 2010, Burger King continued to innovate
with the launch of new products in the gourmet
hamburger segment, where it was a pioneer
and is still a specialist. The famous Whopper
acquired a Portuguese taste for the first time
with introduction of the Portuguese Whopper,
an extraordinarily successful product that
underscores the “Have it Your Way” motto, alive
and unchanged since the chain was founded in
1954.
Noteworthy was the creation of a brand website
(www.burgerking.pt) and the participation in
social networks, specifically Facebook. During
the year we launched a number of very
successful offers under 5 euros, as well as the
national Whopper Gratis action.
As part of its policy to lessen impact on the
environment sandwiches are wrapped in
recycled paper and the units’ frying oil is sent
for recycling after use. Besides these two
measures the brand also sorts its units’ waste.
Burger King is part of the Ibersol Group’s Viva
Bem institutional programme, which focuses on
healthy food habits.