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In between they have introduced several new products like speciality chicken sandwich but these
products were discontinued within a short span of time.
Traditional breakfast
In competition of McDonalds chicken nuggets, BK introduced chicken tender which was discontinued
and again continued.
Menu was adapted to suit regional flavour in some countries from 2015.
A country so large like India BK made entry in late 2014 and first time here they had given the
authority to franchise to change menu according to local vegetarian taste.
Price:
Currently BK is trying to price conscious by providing special promotions for some products like
offering chicken tender in half price for a limited period of time.
Place: Distribution, Design & Layout of the stores and store locations
Distribution:
BK changed their distribution network by consolidating its distribution through the creation of
Restaurant Services Inc.
RSI tried to reduce logistics and distribution costs. They received rave reviews like best managed
cooperatives of any franchise system.
Remodelled the design and layout of the few store locations to new modern look in late 2013 which
reported 10-15 % increase in sales because of remodelled design.
Store Locations:
But BK had several unsuccessful ad campaign during 1980-2002 like Wheres herb? Later on they
reintroduced BKs mascot.
From 2008-2012, many promotional campaign offended people because of the depictions of women,
sociologist, mental health patients, Mexicans, Hindus etc.
Several changes made to its advertising strategy. Introducing the celebrities in the ads, BK made their
campaign successful.
Some new ad strategies were unsuccessful as well like Mary J. Bliges singing ad in which she sang a
love song crispy chicken which was criticized for racial stereotypes.