Typically Restaurant Brands – that’s KFC, Pizza Hut, Starbucks, and latterly, Carl’s Jr. – focuses its annual report on the breadth and depth of its infrastructure and operations rather than its achievements with any single brand or customer segment. 2016 took a different approach.
In this case, cognisant of market perceptions that Carl’s Jr. was experiencing late-entrant challenges, our strategy was to reflect Restaurant Brands’ excellent customer relationships and assure the investment community that the company was a master in building and maintaining brand experiences across all of its brands. An online search of social media channels confirmed great numbers of customers totally consumed by, passionately involved and in love with their brands.
Weddings, tattoos, and other expressions of consumer appreciation for service and food underpinned a promise that Restaurant Brands knew how to surprise and delight its customers and turn love into loyalty, and sustainable business results.