Have it Your Way

In an attempt to grab a slice of the pizza market, Burger King UK is introducing the Angus Six Pack Meal. Instead of grabbing a greasy piece of pizza, consumers are lured to grab a chunk of juicy beef.

I don't really like to share, but what's not to like? Beef - good. Cheese - good.

Despite the fact that I'll pretty much eat anything, the real flaw about this latest innovation is how backwards BK is approaching breaking into this market segment.

To break into the pizza market, BK shouldn't think, how can we turn our product into a pizza? They need to be thinking about how they can duplicate the pizza experience while leveraging their established brand. In this case, it's not the sharing or delivery part of the pizza experience, but instead the ease of ordering for a group to share while they have it their way.

I'm thinking...customized ordering for 6-12 burgers. Customer is provided personalized mini-burgers on a platter. A tub of fries. A a liter of coke. And a couple of those cute paper crowns.

Side note rant: Their site has usability issues. With Indiana Jones and a big burger circling in my face, it took me too long to find their main nav. How about you let me have the website my way and put that puppy up at the top. I can also click on the mini icons and a slash appears. This mimics the offline experience of how they take an order on the burger's wrapper. But why? What purpose is it serving on the site. I don't see Starbucks having boxes on their site that look like their cup, where I can type in N L.