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The Burger King Spain operations conducted by the
Ibersol Group via Lurca finished the year 2014 with 644
employees and 33 units (one of the units was relocated
in Palencia).
The brand’s strategy in 2014 focused on value cam-
paigns and platforms developed previously, which
were consolidated over the course of 2014: King Ahorro
(King Savings), Euroking (products that cost €1), cou-
pons and offers in mobile applications (the Burger
King Spain app was downloaded more than a million
times) were the brand’s major ventures. Local market
actions were conducted in this regard, focusing on
the sale of big menus; also, the variety of the product
range increased, with six major launches.
The new BK GURU training platformwas implemented
in all restaurants, leading to the development of inter-
active content, with 18 training modules focusing on
different jobs. Also, in all units a learning space with a
computer was set up, used only to show that content;
all employees were certified in that basic training.
By means of Guest Trac, customer opinions are increas-
ingly important for the business and have become a
very significant factor when drawing up action plans
and assessing each unit’s results. Whether good or
bad, the indicators studied by using this tool are di-
rectly associated to sales and consequently to the
business’s success.
The complaints area was more significant than in other
years. Consumers transmitted their opinions not just
via the complaints book (at the restaurant) but also via
the customer service page. That way the brand aimed
to ensure much more comprehensive and rigorous
follow-up of customer complaints, in order to ascertain
responsibilities and correct mistakes.
In November we began to test home delivery service
at two units: Talavera (in Talavera de la Reina) and Tor-
reón (in Ciudad Real). The good results and acceptance
by customers led to the decision to implement this in
more restaurants in Spain.
Burger King
Spain
