BURGER KING
Burger King ended the financial year with 409 active em-
ployees and 38 units, with sales of 19 million euros.
In 2012 the brand consolidated its cost control and team
requalification processes via the international training
programme BK Foundations.
We reworked investments in exterior communication,
shifting to favour TV (general-audience channels TVI
and SIC), radio and local billboards (Coimbra, Covilhã,
Vila Real) and local mupis (Porto-Antas, Funchal, Ponta
Delgada, Lisbon-Vasco da Gama). In LSM (local store
marketing) we stress value, product and price.
At Burger King, customers can ask at any moment or
by prior reservation to visit the kitchens of any unit to
learn about the brand’s quality policies and the care
taken when preparing meals, as proven by the fact that
all the brand’s units are certified according to the most
demanding quality standard – APCER ISO 22000.
In 2012 the brand continued to innovate with the launch
of new products in the gourmet hamburger segment,
where it was a pioneer and is a specialist. The thematic
and difference-making brand-exclusive Beanburger
(vegetable hamburger) so appreciated by unconditional
fans returned to our offer. In December we also inno-
vated by offering customers at the Colombo unit the
possibility of repeating their drink several times (free re-
fill), without additional cost or initial purchase, an action
much appreciated by customers. At the Colombo unit
we also invested in the placement of a Virtual Play King,
where the youngest customers can play 25 games that
we renew each quarter.
Brand consolidation was also achieved by remodelling
units, with priority given to the oldest ones: Dolce Vita
Douro – Vila Real, Fórum Coimbra, Dolce Vita Coimbra,
Serra Shopping – Covilhã, Madeirashopping, Parque
Atlântico – Ponta Delgada (Azores), Vasco da Gama and
Dolce Vita Antas.
Burger King replaced in all units the broiler (indus-
trial grill) equipment, now fed by gas instead of elec-
tricity, a change that will enable energy savings of
from 12% to 15%.
As part of its policy to lessen environmental impact,
sandwiches are now wrapped in recycled paper and the
units’ frying oil is sent for recycling. Waste continues to
be separated in all units.
Burger King is part of the Ibersol Group’s Viva Bem insti-
tutional programme, whose goal is to promote healthy,
varied and careful food habits along with the practice of
physical exercise.
In 2012 the brand continued to
innovate with the launch of new
products in the gourmet
Financial Year Activity | PORTUGAL
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