54
FINANCIAL YEAR ACTIVITY
HAM-
BÚR-
GER
BURGER KING
PORTUGAL
In Portugal in 2013, Burger King recovered a substantial
part of the sales lost in previous years, ending the year
with a total of 39 units, one more than last year, and 480
employees.
The new unit is located in Mem Martins, Sintra, and has
seating for 120. In addition to having drive-through ser-
vice it also has Play King Virtual and the Free Refill sys-
tem. The opening entailed a major investment and was
a great success.
In the past year, Burger King increased its advertising
spending, specifically, in general-interest television
channels (TVI and SIC), in Cabo channels, on the radio,
on outdoor platforms and billboards, and intensified
the use of LSM (Local Store Marketing).
We made several changes to the advertising strategy:
products of €1 will be continuously advertised at the en-
trance of establishments.
Giving priority to the units which have been in op-
eration longer, 16 establishments were refurbished,
bringing them into line with the eight that were re-
modelled in 2012. The renovated establishments
were the Dolce Vita Douro, Dolce Vita Antas, Norte
Shopping, Ikea Matosinhos, Área de Serviço Prio de
Póvoa de Varzim, Parque Nascente Gondomar, Fórum
Coimbra, Dolce Vita Coimbra, Serra Shopping, Conti-
nente de Aveiro, S. João da Madeira Shopping, Caste-
lo Branco, Vasco da Gama, MM Areeiro, Odivelas Par-
que, Dolce Vita Tejo, Cascais, Fórum Montijo, Fórum
Algarve, Algarve Shopping, Madeira Shopping, Dolce
Vita Funchal and Parque Atlântico.
In all outlets the new Whopper & Fries platform was
installed, in order to attend to customers’ needs more
efficiently. As a result of this initiative, the Whopper is
prepared the moment it is ordered, thereby adding
more value to customers’ experience.
We still use the Refill system in the Colombo, Norte
Shopping, Mem Martins, Asa Norte, Algarve Shopping,
Nó do Fojo and Cascais establishments. This system al-
lows customers to refill their soft drinks free of charge
as many times as they like for thirty minutes.
GOURMET
