Burger King New Zealand switches target market

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AUCKLAND -- Burger King, now in its third year in New Zealand, is shifting to target the children and family markets through a $1m summer holiday TV campaign created by M&C Saatchi here, following the collapse of rival fast food chain Georgie Pie.

Initial advertising, which coincides with the opening of a 180-seat restaurant on the same block as McDonald's in central downtown Auckland, promotes kids' meals served in a cardboard model of a classic Chevrolet, with an offer of model cars to collect with future meals.

Graeme Plum, BK's director of marketing, says that because McDonald's and Georgie Pie were targeting price and children when Burger King entered the market in 1994, they focused on "the flame grilled feeling", attracting an older clientele willing to pay more.

"This is the second wave," says Plum. "We're sure we can promote kids' meals and playgrounds in our stand-alone stores without alienating our original culture."

TPF Restaurants, the local company that owns the Burger King franchise, is jointly owned by its management team and Shell New Zealand. Plum says this is expected to lead to the development of joint service station/restaurant sites in 1997.

Copyright December 1996, Crain Communications Inc.

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