Basic HTML Version
69
ANNUAL REPORT 2011
Lurca ended the financial year operating 33
Burger King brand units and employing 538
employees; sales stood at 29,4 million euros.
The programme to rejuvenate restaurants
continued and three renovations were
completed.
In the first half of 2011 the brand’s approach
and strategy were clearly oriented toward
sustaining sales by increasing the average
receipt. But the major drop in sales during that
period, which fell by 8%, forced a radical change
of orientation in the second half of the year, with
efforts focusing on the recovery of transactions,
sacrificing the average receipt.
This inflexion resulted from conclusions of
the analysis of segments by price levels and
alignment with the brand’s strategy in Spain,
e.g. the launch of a low cost product line – King
Ahorro – for 3.30 euros.
The financial year ended with an obvious
recovery in sales, up 3% year-on-year, in the
last two months of the year.
In 2011 we adjusted and aligned the business to
evolving demand and set strategies and actions
per restaurant and geographic area, taking into
account the characteristics and profiles of each
micro-market.
With the aim of attracting low purchasing power
customers, campaigns were organized for
low-cost products (1 to 1.99 euros). We kept
investing in service quality to remind customers
of the brand’s image as a distinct product that
joins excellent service to competitive prices.
A self-service beverage system was installed
in two of the remodelled restaurants along
with Burger King’s new corporate image and
proved very popular; it will be extended to five
more restaurants in 2012. Free wi-fi was also
installed in all the restaurants.
COUNTERS
SPAIN