SPAIN
The Burger King Spain restaurants operated
by the Ibersol Group (through Lurca) ended
2016 with 981 employees and 33 units.
During 2016, attention was focused on con-
solidating the home delivery service, a market
which is extremely competitive.
The brand’s investment in communication was
based on reinforcing its presence outdoors,
local marketing having sought to lead custo-
mers to the restaurants. For the first time,
a TV campaign was implemented to promote
home delivery, which led to a significant in-
crease in orders.
The discount coupons, APP and launch of in-
novative products, such as King Burger (the
first burger with an egg) - an important and
very relevant success which differentiates the
brand from the other players - were the stars
of the year.
There was a very positive improvement in the
brand’s relationship with its customers, the
number of Guest Trac opinions having grown
overall in the last quarter of the year, reaching
an average of over 50 surveys per restaurant,
each month.
With regard to innovation, of note is the incor-
poration of the PAY ONLINE system for home
deliveries, which has been very well accepted
by the customers.
RELATÓRIO E CONTAS 2016
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