Burger King launches new Halloween Whopper LTO
Global businesses are in a unique position.
While core products should define the business model no matter what country they are in, on the sidelines, companies are often required to take some liberties with localized products to appeal to specific regions.
Last year, for example, Burger King Japan captured international attention with its Kuro Burger, a limited time offer (LTO) featuring a charcoal-tinted black bun, black cheese, and a garlic-and-pepper heavy black sauce.
While the burger’s novel and unusual appearance captivated foodies on a global level, it seemed pretty clear that a burger with the same flavors would fail to attract consumers in the North American market. So Burger King got savvy, launching a new Halloween Whopper that takes the visual impact of the Kuro Burger and marries it to familiar and welcome taste.
In its press release announcing the new burger, Burger King confirmed that its Halloween Whopper burger is absolutely inspired by the buzzworthy Kuro Burger it launched in Japan, cultural localization is certainly at work here—in a press release announcing this latest launch, Burger King asserted that while its new burger is “curious to the eye,” its flavor is “familiar and savory to the palate.”
The flavor behind the Americanized version of the black-bunned burger is none other than A1 steak sauce—a logical choice of partner, as Berkshire Hathaway and 3G Capital share equity and interest in both Burger King and Kraft Heinz Company (the parent behind the A1 brand).
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The burger will feature A1’s smoky flavor baked directly into the bun, as well as a layer of A1 Thick and Hearty Sauce added to the more classic Whopper toppings like lettuce, tomatoes, pickles and mayonnaise:
“Our U.S. guests have been extremely curious about the bun flavors they’ve seen introduced in Japan and other countries, so we saw the opportunity to bring them an equally unique experience,” said Eric Hirschhorn, Chief Marketing Officer, for the BURGER KING® Brand North America. “We tailored the flavor of the black bun to the American palate with A.1. sauce, a flavor this country loves, and we’re delivering it in a way that’s never been done before by baking it into the bun. It may look Japanese but it tastes like America.”
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This is perfectly in line with Burger King’s current strategy. Burger King is all about the partnerships lately, and while they don’t always come together the way that the royal Miami-based burger chain might like, they often tend to equate to some great publicity.
What’s more, this new LTO managed to appeal to American tastes while maintaining some of the unusual intrigue that makes novelty limited offers so much fun.
If enough consumers are fascinated enough to bite, this could give Burger King a strong boost for the season.
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Giving efficiency the full throttle at NASCAR
The NASCAR organization has long been synonymous with speed, agility and innovation. And so by extension, partnerships at NASCAR hold a similar reputation. One such partner for the organization has been CDW – a leading multi-brand provider of information technology solutions to businesses, government, education and healthcare customers in the United States, the United Kingdom and Canada. CDW provides a broad array of products and services ranging from hardware and software to integrated IT solutions such as security cloud hybrid infrastructure and digital experience. Customer need is the driving force at CDW, and the company helps clients by delivering integrated services solutions that maximize their technology investment. So how does CDW help their customers achieve their business goals? Troy Okerberg, Field Sales Manager - North Florida at CDW adds “We strive to provide our customers with full stack expertise, helping them design, orchestrate and manage technologies that drive their business outcomes.”
NASCAR acquired International Speedway Corporation (ISC) in 2019, merging its operations into one, new company moving forward. The merger represents an important step forward for NASCAR as the sport creates a unified vision to embrace its long history of exciting, family-oriented racing experiences while developing strategic growth initiatives that will drive the passion of core fans and attract the next generation of race fans. CDW has been instrumental in bringing the two technology environments together to enable collaboration and efficiency as one organization. Starting with a comprehensive analysis of all of NASCAR’s vendors, CDW created a uniform data platform for the data center environment across the NASCAR-ISC organization. The IT partner has also successfully merged the two native infrastructure systems together, while analyzing, consulting and providing an opportunity to merge Microsoft software licenses as well.
2020 turned into a tactical year for both organizations with the onset of the pandemic and CDW has had to react quickly to the changing scenario. Most of the initial change included building efficiencies around logistics, like equipment needing to be delivered into the hands of end users who switched to a virtual working environment almost overnight. CDW’s distribution team worked tirelessly to ensure that all customers could still access the products that they were purchasing and needed for their organizations throughout the COVID timeframe. Okerberg adds that today, CDW continues to optimize their offering by hyper-localizing resources as well as providing need-based support based on the size and complexity of their accounts. Although CDW still operates remotely, the company commits to adapting to the changing needs of their clients, NASCAR in particular. Apart from the challenges that COVID-19 brought to the organization, another task that CDW had been handed was to identify gaps and duplicates in vendor agreements that the two former single-entity organizations had in place and align them based on services offered. CDW further helps identify and provide the best solution from a consolidation standpoint of both hardware and software clients so that the new merged organization is equipped with the best of what the industry has to offer.