As Burger King gradually returns to France after leaving the market back in 1997, each new restaurant is an event. So to celebrate the opening this week of Burger King's new restaurant in La Defense (a major business district to the west of Paris), the fast-feeder's agency, Buzzman, has tapped into the excitement, and lines.
Buzzman has created the "personal queuer" to help people negotiate the crowds. Customers can log on to the website and order up one of 12 queuers hired specially for the purpose, all dressed in Burger King red, to wait in line for them throughout the first five days of business at the new restaurant.
A social-media film to promote the service shows a young man relaxing in the park while a personal queuer does all the work right up until the man arrives in the restaurant just as the queuer gets to the front of the line. There are also promotional billboards up around the restaurants. Around 100 customers a day have been taking advantage of the service.
Buzzman's recent work for Burger King in France has focused on the scarcity of stores. Earlier this year, "Whopper Move Out" offered a free moving service to relocate one lucky winner to live closer to a Burger King.
Elsewhere in Europe, Burger King is celebrating its 40th anniversary in Spain with "Whopper Wine," aged in barrels made of "flame-grilled" wood. Its flavor is meant to enhance that of the Whopper. The agency behind the promotion, which will give free Whopper Wine to 40 fans who submit the best Burger King stories or photos, is La Despensa Madrid.