{"id":672,"date":"2020-06-03T18:01:00","date_gmt":"2020-06-03T15:01:00","guid":{"rendered":"https:\/\/en.buradabiliyorum.com\/these-restaurant-chains-are-keeping-us-sustained-and-entertained\/"},"modified":"2020-06-03T18:01:00","modified_gmt":"2020-06-03T15:01:00","slug":"these-restaurant-chains-are-keeping-us-sustained-and-entertained","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/these-restaurant-chains-are-keeping-us-sustained-and-entertained\/","title":{"rendered":"#These restaurant chains are keeping us sustained and entertained"},"content":{"rendered":"

“These restaurant chains are keeping us sustained and entertained<\/strong>”<\/p>\n

\n You may not know Fernando Machado, but you are probably familiar with some of the marketing and branding campaigns he has run for Burger King. A few years ago, at Pride week in San Francisco, the fast-food chain sold a limited edition of the Whopper burger, wrapp<\/a>ed in rainbow-colored paper. When opened, customers found the same familiar Whopper they\u2019d known for years. The campaign\u2019s message? \u201cWe\u2019re all the same inside.\u201d<\/p>\n

More recently there was a time-lapse BK ad that shows a Whopper accumulating green mold over 34 days. Its tagline: \u201cThe beauty of no preservatives.\u201d<\/p>\n

\u201cThe idea was to illustrate that we use only fresh, preservative free ingredients,\u201d says Machado, global vice president and chief marketing officer of Restaurant Brands International which includes Burger King, Popeye\u2019s and Tim Hortons. The commercial was so cutting-edge that Ad Age wrote, \u201cThere are only two eras in advertising: ads that came out before Burger King\u2019s Moldy Whopper, and ads that came out after.\u201d<\/p>\n

But, during the COVID-19 epidemic, outrageous ads are tasteless, says Machado, who has won numerous awards from Ad Week, Andy Awards, Cannes Lyons, and others, and will be a keynote speaker at the June 5 Brands Across America webinar. \u201cThey don\u2019t reflect how society feels. The first thing we thought about (when COVID-19 arrived) was how we could step in and help people. That\u2019s more important than advertising and social media<\/a> at this moment.\u201d<\/p>\n

Restaurant Brands International (RBI) concentrated on setting up new practices for store employees, like wearing masks and gloves and taking employees\u2019 temperatures, contact free. They redoubled sanitizing and cleaning standards, updated the drive-through experience and added contactless home delivery.<\/p>\n

However, with schools closed, RBI recognized that some children who depend on academic institutions for their meals, might go hungry, so they set up a program that provides two kids meals free of charge whenever an adult makes a purchase via the Burger King app. More than one million kids\u2019 meals were given away nationwide.<\/p>\n

In New Orleans, Popeyes pledged to give away one million meals to those affected by COVID-19 through a partnership with customers who stepped up to help. They sold a \u201cNOLA Strong\u201d package for $28 that consisted of 12 pieces of Popeye\u2019s fried chicken, two sides, six biscuits, a Popeye\u2019s brand \u201cNOLA Strong\u201d t-shirt and a hat, with 100 percent of the proceeds going to the Second Harvest Food Bank, the largest anti-hunger network in Louisiana.<\/p>\n

\u201cYou cannot go wrong when you help people,\u201d says Machado.<\/p>\n

Tim Horton\u2019s, whose locations are primarily in Canada, used coffee trucks to give away free java and baked goods to doctors, nurses, paramedics, ambulance drivers and others who serve the communities they are in.<\/p>\n

Machado has since added a little fun and service into his promotions which are meant to bring a little laughter into your life during quarantine, and to remind you to stay safe at home and to feel good about your purchases. One ad suggests that you are a patriot for lazing around at home, using the slogan: \u201cYour country needs you to stay on your couch and order in. Do your part and we\u2019ll do ours. Order through the Burger King app and the delivery fees are on us. So, staying home doesn\u2019t just make us all safer \u2014 it makes you a couch potatriot.\u201d The ad also promises to donate Whoppers to nurses and to support the American Nurses Foundation.<\/p>\n

More recently BK put out ads with the intention of making quarantine fun. One of them features a QR code dancing around on a TV commercial. \u201cIf you can catch it and scan it with your phone, Burger King might have something for you the next time you order on the app,\u201d says Machado. \u201cIt doesn\u2019t feel like advertising, it feels like fun.\u201d<\/p>\n

Now that things are beginning to open up and people are slowly venturing out, what can we expect from Burger King? \u201cThere are a lot of unemployed people, so we\u2019ll have to deliver good value,\u201d he says, without providing more of a hint.<\/p>\n

Of course, advertising, branding and marketing aren\u2019t worth as much if the employees on the front and back lines don\u2019t feel cared for, safe and well-treated. At BK, and others, employees who work during COVID-19 earn a bonus, Machado didn\u2019t reveal the amount. And if they get sick with COVID-19, two weeks paid time-off is provided.<\/p>\n

When it comes to what working from home looks like for Machado, he says that in one way work is becoming more structured because you have to set up a call to talk to a colleague instead of walking by and popping into their office. But that\u2019s just one side of the story.<\/p>\n

\u201cBefore, if you were working from home and your child made noise, it would feel awkward. Now, I was in a video call with global executives when my young son came to me asking for more yogurt, it seemed normal. New normal,\u201d he says. \u201cI think we\u2019re all becoming more flexible, more empathetic.\u201d\n <\/p><\/div>\n

Source<\/a><\/span><\/p>\n

\n

If you want to read more Living News<\/a> articles, you can visit our General category.<\/a><\/span><\/strong><\/p>\n<\/blockquote>\n

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“These restaurant chains are keeping us sustained and entertained” You may not know Fernando Machado, but you are probably familiar with some of the marketing and branding campaigns he has run for Burger King. A few years ago, at Pride week in San Francisco, the fast-food chain sold a limited edition of the Whopper burger,…<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"","fifu_image_alt":"","footnotes":""},"categories":[1],"tags":[1087,1086,1090,1088,1084,1089,1085],"class_list":["post-672","post","type-post","status-publish","format-standard","hentry","category-general","tag-at-pride-week-in-san-francisco","tag-but-you-are-probably-familiar-with-some-of-the-marketing-and-branding-campaigns-he-has-run-for-burger-king-a-few-years-ago","tag-customers-found-the","tag-the-fast-food-chain-sold-a-limited-edition-of-the-whopper-burger","tag-these-restaurant-chains-are-keeping-us-sustained-and-entertained","tag-wrapped-in-rainbow-colored-paper-when-opened","tag-you-may-not-know-fernando-machado"],"_links":{"self":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/672","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/comments?post=672"}],"version-history":[{"count":0,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/672\/revisions"}],"wp:attachment":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media?parent=672"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/categories?post=672"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/tags?post=672"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}