10:04 18 October 2024
Can Burger King Dethrone Big Mac in CEE? This Man is Betting Big on It.
By Jerzy Kamecki
By Jerzy Kamecki
At the heart of Burger King’s strategy is its iconic Whopper, which Tymofiejew and his team have revamped to keep pace with changing customer preferences. "We’ve enhanced the recipe without losing what makes the Whopper special," said Magdalena Mamczur, CMO of Burger King CEE. "The beef is juicier, the bun fluffier, and the whole will be served at a higher temperature than in the past. Remember, we always use 100% beef with no preservatives or artificial additives."
But the challenge lies in balancing innovation with familiarity. "It’s tricky," Mamczur admitted. "We need to emphasize that the Whopper is still the classic people love, but better than ever. It’s about retaining that iconic status while improving the product in a meaningful way."
In an already crowded CEE market, McDonald’s Big Mac still reigns supreme as the go-to burger for many, but Rex Concepts believe the improved Whopper can tip the scales. "Taste is the number one factor driving QSR loyalty," Mamczur added. "If we get that right, we can take on the leader and win."
McWin, through its Rex Concepts CEE platform, has ambitious plans to open more than 200 new Burger King locations in Poland alone over the next decade, as part of a larger expansion strategy that includes Czechia and Romania. But Tymofiejew isn’t just playing catch-up with McDonald’s massive presence; he’s positioning Burger King to leapfrog its competitors by becoming the premium QSR option in the region.
Tymofiejew sees parallels with Lidl's success against Biedronka in the 2000s. “There's huge potential for a premium competitor in Central and Eastern Europe,” he says,” adding “with consistent brand work and market penetration, we believe we can reach McDonald’s scale, if not surpass it.”
Rex Concepts isn’t just relying on opening new locations to win the race. McWin’s investment will focus on modernizing the entire Burger King experience. Expect digital ordering systems, mobile apps, and enhanced delivery options that cater to a more tech-savvy and convenience-driven customer base. This modernization, combined with a strategic focus on sustainability, positions Burger King as more than just another fast-food chain—it’s an elevated experience.
“We’re focused on making Burger King the premium QSR option in CEE,” Tymofiejew explained.
Burger King’s marketing strategy will also play a crucial role in the battle for supremacy. According to Mamczur, the brand is leveraging limited-time offers (LTOs) and targeted digital marketing to appeal to both loyal customers and new audiences. "We introduce one LTO per quarter, and these are tied to real-time marketing strategies. For example, in the fall and winter, we introduce cheesy comfort foods that perform exceptionally well, especially in Czechia."
Through its mobile app, Burger King offers exclusive deals and promotions, making it a key tool in converting foot traffic into loyal customers. "We’ve found success in targeting customers near our restaurants with push notifications, offering them irresistible deals," said Mamczur.
But the plan doesn’t stop with Burger King. Rex Concepts also brought Popeyes to Poland, further diversifying its QSR offerings. With its signature fried chicken, Popeyes offers something different for Polish consumers who are looking for more variety in their fast-food options. This multi-brand approach is part of Tymofiejew’s broader vision to make Rex Concepts the leading QSR platform in CEE.
As Burger King rolls out its ambitious plans, the fast food landscape in Central and Eastern Europe is set for a shake-up. Will the Whopper claim the crown? Only time—and taste buds—will tell.
Tymofiejew’s final word on the matter? “We love challenges, and we’re ready for this one.”
