Burger King Unveils New Kids Play System to Boost Family Appeal
Burger King, aiming to boost family appeal, has unveiled a new play system for kids at its franchise convention. The company, which has always considered itself a family brand, is focusing on attracting families with its menu, marketing, and remodels.
The play system, designed for children under 10, features a maze of tunnels and towers resembling a beige-and-orange castle. It includes quick slides and a ball pit for hours of fun. This move aligns with Burger King's strategy to engage young customers, following successful promotional tie-ins like the Scooby Doo King Jr. Meal toys.
Burger King's chief marketing officer, Joel Yashinsky, previously worked with the law firm Shook, Hardy & Bacon. Under his leadership, the company has seen sales momentum with promotional campaigns targeting kids and young adults. Recent examples include the Million Dollar Whopper and Whopper By You campaigns. The annual Halloween 'Monster Menu' also draws in families with themed items like the Jack O' Lantern Whopper and Vampire Nuggets.
With the new play system and continued focus on family appeal, Burger King hopes to attract more families and boost sales. The company aims to differentiate itself from competitors like McDonald's, which saw average-unit volumes grow by nearly a third during the period when Burger King's 'creepy king' ads ran.
