IBERSOL | Annual Report 2020

ANNUAL REPORT 2020 Burger King closed 2020 with 107 restaurants and a total of 2034 employees. In 2020, the brand opened 5 new units in Portugal – Barreiro, Madalena do Pico (Azores), Tor- res Vedras, Rio Maior and Mon- temor-o-Novo, investing mainly in street locations with all restau- rants equipped with Drive-Thru services. A large investment was also made in refurbishing some res- taurants with a more outdated image, such as in Castelo Branco, Funchal, Lisbon, Torres Vedras, Matosinhos, and Vila do Conde. A total 30 more units adopted the Home Delivery service during 2020. This service is now present in 49 restaurants, which repre- sents 48% of the total number of Burger King units. This is going to be one of the brand’s main invest- ments over the coming years. PORTUGAL The brand has continued to invest in increasingly aggressive promo- tional campaigns, with burgers for just 1€ or Menus for 3.95€. At the same time, it continued to in- novate in the premium range, cre- ating a new (Gourmet) segment through the launch of the “King Selection” range. Burger King is increasingly marketing itself as a brand that wants to democratise the consumption of alternatives to meet and launched the “Plant based Nuggets” alongside the pre- existing “Plant based Whopper”. The brand stands out for its irrev- erence and always tries to com- municate with plenty of humour. This mission illustrates quite well the sort of connection it aims to establish with the consumer. In 2020 we also focused more on digital communication. The brand has shown itself to be original and irreverent on social media, to cre- 105