Insights from Burger King’s Marketing Head, Klaus Schmäing, on Advantages of Being Second

“Flame-grilled” is not only a brand promise at Burger King, but also the operating temperature of marketing boss Klaus Schmäing. The FMCG expert gained his first experience at Nivea manufacturer Beiersdorf, but his job for the number two in the fast food industry is also running like clockwork. Burger King can always score with cheeky marketing campaigns such as the early coronation of King Charles and, as market leader McDonald’s, recognized the veggie transformation as a strategic marketing topic.

HORIZONT Lovebrands Burger King – Part 1

However, the future trend of meatless nutrition is causing unrest on the Burger King agenda. Because investigative reports from the RTL show “Team Wallraff” repeatedly document that the handling of the products in the restaurants does not always comply with their own regulations. For Schmäing, this is also a communication challenge: because once the grievances have been remedied, the public’s trust must also be won back. cam