The first half of 2012 was basically marked by effects of
the economic crisis and consequent lower consump-
tion. In the second half of the year the brand react-
ed by improving cost adjustment processes and local
marketing actions. Financial year 2012 ended with a
sales volume of 28.3 million euros, profitability was
substantially impacted by higher raw material prices,
mainly for meat, not entirely reflected in sales prices.
To counter the consumption contraction, five renova-
tions were carried out, at BK Coin, BK Almansa, BK Val-
debernardo, BK Vallecas and BK Pinar de Chamartin.
The Virtual Play King system was installed, the free re-
fill drink system introduced and the brand’s new cor-
porate image implemented – actions which positively
influenced sales performance.
IN 2012 five renovations were carried out, The Virtual Play King system
was installed, the free refill drink system introduced and the brand’s
new corporate image implemented All BK Spain restaurants are being
classified in an operational excellence ranking based on customer
observations in the most important areas.
Spain
Counters
The BK Moraleja restaurant closed in May due to its
economic performance, whereby Lurca finished the
year operating 32 Burger King brand units.
In line with the goal set by Burger King at European
level, the brand now operates in Spain with a new plat-
form called Guest Trac, which gathers opinions from
customers and provides on-time information about ex-
periences in the brand’s restaurants. All BK Spain res-
taurants are being classified in an operational excel-
lence ranking based on customer observations in the
most important areas.
Our objective for the upcoming year 2013 is for all
restaurants to be operating among the hundred best
in the entire system, so that BK Spain can grow in a
changing and unpredictable economy.
MANAGEMENT REPORT
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