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Can Cheeseburgers and Fruit Smoothies Co-Exist?
The document summarizes the results of a social media listening and survey research study about Burger King's introduction of fruit smoothies. The listening research uncovered some complaints about ice quality and perceptions that BK was copying McDonald's smoothies. However, the survey found the ice and copying concerns came from only a small minority. Most customers and even competitors' customers were open to trying the smoothies and purchasing them, suggesting the product introduction was overall successful despite some minor criticisms.
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Can Cheeseburgers and Fruit Smoothies Co-Exist?
- 1. #ResearchNow Can Cheese Burgersand Fruit Smoothies Co- Exist? An integrated social media research case study Prepared by Conversition August 2012
- 2. #ResearchNow Methodology = Listening + Asking Listen to Learn Ask to Confirm • Scour the internet for • Review the social Collect Hypothesize media listening relevant messages data for hypotheses • Clean out spam and non- • Design unbiased survey Clean relevant chatter (e.g., fun Design questions to answer those engagement conversations hypotheses on Facebook) • Categorize the verbatims • Analyze the results and Categorize into relevant content areas, Analyze identify meaningful e.g., pricing, segments recommendations, commercials, celebrities Calibrate • Calibrate the sentiment into Report • Report on major differences 5-point Likert scale buckets and conclusions 2
- 3. #ResearchNow Methodology = Listening + Asking Listen to Learn Ask to Confirm Collect • Scour the internet for Hypothesize • Review the social relevant messages media listening data for hypotheses • Clean out spam and non- Clean relevant chatter (e.g., fun Design • Design unbiased survey engagement conversations questions to answer those on Facebook) hypotheses • Categorize the verbatims Categorize into relevant content areas, Analyze • Analyze the results and e.g., pricing, identify meaningful recommendations, segments commercials, celebrities • Report on major differences Calibrate • Calibrate the sentiment into Report and conclusions 5-point Likert scale buckets 3
- 4. The Right Stuff– Top 2 Box Scores 50% 40% 30% 20% 10% 0% #BK bking #burgerking BurgerKing BK Burger King Label 42% 36% 34% 32% 30% 27% 4 #ResearchNow
- 5. This is BurgerKing 5 #ResearchNow
- 6. Where to Finda Smoothie in 2012 Jan 2012 Feb 2012 Mar 2012 6 #ResearchNow
- 7. Where to Finda Smoothie in April 2012 7 #ResearchNow
- 8. Smoothies? What smoothies? 75 Want a burger king stacker.....central park fries... and a smoothie from mcds Smoothie king and burger king for lunch. Nothin but kings McDonald's smoothie & 0 apple pie & Burger King grits & biscuits. mmmm 8 #ResearchNow
- 9. Boom! Burger KingIntroduced Smoothies 75 My bro keeps tking bout the new Burger King smoothie... Imma get one! have u guys tried the new burger king iced smoothies? 0 9 #ResearchNow
- 10. Pre vs Post Pre Post 10 #ResearchNow
- 11. Lots of PeopleLike The Smoothies • They taste great! Taste – “Guess what? had a 100 smoothie from burger king, and they taste greeaatt (;” – “This BK tropical mango 75 smoothie is an amazing Box Score tropical paradise in my 50 mouth lol tastes so good” – “The Burger King strawberry 25 banana smoothie is the BEST smoothie.! Omg so good :D” 0 B2B Neutral T2B Taste 7.2 25.8 67 11 #ResearchNow
- 12. Lots of PeopleLike The Smoothies • Thanks for the healthy Healthy option! 100 – “Mom I want a healthy smoothie and some yum 75 fries from bk! :D” – “David Beckham can enchant Box Score anyone even me. It is good to 50 know Burger King offers healthy smoothies. “ 25 0 B2B Neutral T2B Healthy 0.9 39.6 69.6 12 #ResearchNow
- 13. But People Complained • What’s the deal with the Ice ice? 100 – “Who’s smoothie only has chunks of ice? That’s what 75 you get with burger king” – “Crushed ice with some Box Score flavoring is not really a 50 smoothie burger king” – “burger king smoothies taste 25 like water” 0 B2B Neutral T2B Ice 38.5 46.2 15.4 13 #ResearchNow
- 14. But People Complained • Aren’t you just copying Creativity Mcdonalds? 100 – “Burger King is just copying McDonalds for there 75 smoothies.. #wth? #NotOriginal” Box Score – “Burger King is such a 50 copycat these smoothies are the same as McDonalds' 25 smoothies” 0 B2B Neutral T2B Creativity 80 20 0 14 #ResearchNow
- 15. Ask to confirm: Ice Concerns • A small percentage of people indicated that the smoothies were watered down or that the ice pieces were too big. • Is there really an issue with the consistency of the ice or is this just a minor concern from a few voices? 15 #ResearchNow
- 16. Ask to confirm: Copy Cat Concerns • A small number of people remarked that Burger King was simply copying McDonald’s. Will this lack of nutritional creativity have a negative impact on the product’s success? • Are loyal brand users happy regardless? • Are competitive users angered? 16 #ResearchNow
- 17. Ask: Is therean ice problem? • “Why should your best friend never try a smoothie from Burger King?” Total – “ice not completely crushed“ Sample – “too much ice in smoothie Sample Size 499 (not creamy)“ – “poorly blended - chunky ice % Said it’s too watery 19% bits “ % Said the ice isn't – “The ice doesn't get ground 24% crushed enough up “ – “I had one once that was more ice than fruit “ 17 #ResearchNow
- 18. Ask: Is therean ice problem? 30% 25% 20% 15% 10% 5% 0% % Too watery % Ice isn't crushed enough Total BK Loyals McD Loyals 18 #ResearchNow
- 19. Ask: Competitive Comparisons 100% 75% 50% 25% 0% Smoothies in Smoothies at Smoothies at Smoothies at Smoothies at general Burger King McDonald's Starbucks Tim Horton's 19 #ResearchNow
- 20. Ask: Competitive Comparisons 100% 75% 50% 25% 0% Smoothies Burger King McDonald's Starbucks Tim Horton's Total BK Purchasers McD Purchasers 20 #ResearchNow
- 21. Ask: Is therea copy cat concern? 50% 25% 0% Customers asked To be like More healthy Customer research for smoothies McDonald's beverages 21 #ResearchNow
- 22. Ask: Is therea copy cat concern? 100% 75% 50% 25% 0% Customers asked for To be like More healthy Customer research smoothies McDonald's beverages Total Copy Cats 22 #ResearchNow
- 23. Will You PutYour Money On The Table? 100% 75% 50% 25% 0% Total Copy Cats Likely to purchase (T2B) 23 #ResearchNow
- 24. Listen to Learn,Ask to Confirm • We learned about ice • We learned about copying a competitor • We learned that copying a competitor isn’t always a bad thing 24 #ResearchNow
- 25. #ResearchNow Listen toLearn, Ask to Confirm • Listening research • Exact days that events occurred • Minor problems vs. major problems • Use to inform the next research component • Survey research • Get at true awareness • Assess the extent of issues • Probe on pre-identified issues 25
- 26. #ResearchNow Thank you [email protected] [email protected] 26