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FINANCIAL YEAR ACTIVITY
In Spain, 2013 was a difficult year due to the crisis cur-
rently affecting the entire world, and that has translat-
ed into a decline in domestic consumer spending and a
high unemployment rate.
Pessimism and uncertainty about the future have
caused relationships with consumers to enter a particu-
larly difficult phase, as they become more demanding
and discriminating when spending their money.
Despite the headwinds faced this year, Lurca ended the
year operating 33 Burger King restaurants (one more
than the prior year), with 617 employees.
The Guest Trac continued to prove itself a powerful tool
for collecting customers’ opinions, providing insight into
the consumer experience at the brand’s restaurants.
This tool allows for more demanding criteria at the op-
erational level, based on the customer feedback on the
most important areas.
The strategy adopted by the brand during the year was
based on three major value offerings: Coupons, dis-
tributed door to door, and at the moment of purchase;
Euroking (products costing €1), advertised in external
campaigns and on national television; and King Ahorro
(King Savings), with more offerings and variety. Notably,
Euroking sales surpassed 2 million units sold in 2013.
In regard to product innovation, and initiatives to at-
tend to customers more efficiently, the brand launched
the Whopper & Fries platform. We would also highlight
the Shock Event, Trial Weeks and Frozen Beverage in-
itiatives.
Betting on the future, over the course of the year we
made a series of investments to upgrade the brand’s
image. We remodelled 16 restaurants, introducing the
new 20/20 and 20/20 Light image. In addition, the brand
committed to two key initiatives to take on its main
competitor: Play King Virtual and the Free Refill system.
Next year, in order to further strengthen the relation-
ship with customers, it will conclude the restaurant re-
furbishment process.
The Guest Trac continued to prove itself as a powerful
tool for collecting customers’ insights into the
consumer experience.
BURGER KING
SPAIN
