Ib lub tsev noj mov Burger King.
RBI
Burger King tau qaij ntawm Wendy's tau ntau xyoo hauv kev sib ntaus sib tua nce thiab nqis rau qhov chaw raws li lub ntiaj teb No. 2 burger saw tom qab McDonald's.
Tam sim no Patrick Doyle los nrog muab cov cuab yeej tseem ceeb ntawm Tsev noj mov Brands International noj qab haus huv ntawm cov kws tshaj lij thiab peev hauv kev cia siab ntawm kev txiav txim siab sib txawv rau lub tsev ntawm Whopper. Tus thawj coj ua tau zoo ntawm Domino thiab tus thawj coj ntawm RBI tab tom koom nrog tus thawj coj tshiab ntawm Burger King hom, Josh Kobza, txhawm rau tsim cov phiaj xwm ntau xyoo uas lawv vam tias yuav muab cov saw ruaj khov rau txoj hauv kev rau nyiaj txiag thiab kev vam meej rau franchisee. lub sij hawm ntev.
Doyle tau txais $ 30 lab ntawm nws tus kheej cov nyiaj tau nqis peev hauv kev siv zog thiab kev cog lus tsib xyoos kom pom nws ua tiav. Nws kuj tau txais cov ntaub ntawv taug qab thiab daim ntawv qhia kev taug kev rau ntau qhov teeb meem uas nws pom ntawm Burger King vim nws twb ntsib lawv ntawm Domino.
"Kuv tau ua qhov no ua ntej," Doyle hais rau kuv tshwj xeeb. "Kuv nkag siab txog qhov muaj zog thiab nws yuav siv li cas kom tau txais [QSR] kev lag luam mus tom ntej sai thiab yuav ua li cas kom loj hlob sai. Ib txhia ntawm nws tsuas yog kev paub. Koj tuaj yeem txav mus sai thiab ntseeg siab thaum koj tau ua tiav ua ntej. "
Doyle tau ua dab tsi ua ntej, dhau ib xyoo caum ntawm lub luag haujlwm ntawm Domino's, tau qhia txog kev txhawj xeeb rau kev noj qab haus huv franchisee, txhim kho cov khoom tsis muaj zog, rhuav tshem cov lus tshaj tawm kev lag luam, tsim lub tuam txhab kev coj noj coj ua, ua kom muaj kev lag luam thoob ntiaj teb loj hlob tuaj, thiab tsim kom muaj kev lag luam zoo. Kev paub txog kev txiav txim siab thiab xa khoom siv thev naus laus zis rau catapult Domino mus rau qhov chaw thib 1 hauv kev lag luam pizza thoob ntiaj teb.
Tom qab so haujlwm ntawm Domino's hauv 2018, tawm hauv Ann Arbor, Mich.-raws li cov saw hlau ntawm apex ntawm kev lag luam pizza, Doyle tau siv ob peb xyoos nrog lub tuam txhab loj loj Carlyle ntiag tug-equity tab sis tsis koom nrog ib qho loj gambits nyob ntawd. Tam sim no nrog RBI, Doyle tau hais tias, nws tab tom khawb rau "qee lub sijhawm loj los tsim tus nqi ntawm no."
Ntawm Burger King, Doyle tau hais tias, kev noj qab haus huv franchisee yog nws qhov tseem ceeb tshaj plaws. Nws tau hais tias "Lawv xav tau txoj hauv kev kom tau nyiaj ntau dua," nws hais. “Muaj ntau tus neeg ua haujlwm ua haujlwm tau zoo. Tab sis lawv xav tau ib txoj kev npaj rau kev nqis peev uas muaj txiaj ntsig los ntawm [cov saw hlau] kom tau txais lub zog hauv lawv txoj kev lag luam dua thiab rau lawv ntseeg tias peb tab tom tso lawv txoj kev vam meej rau pem hauv ntej thiab qhov chaw. "
Doyle tau hais tias ua ib tus neeg ua lag luam, "Kuv cov kev txhawb siab tau ua tiav zoo nrog cov neeg ua lag luam. Tib txoj kev no yuav ua haujlwm nyob rau nruab nrab mus rau lub sijhawm ntev yog tias lawv vam meej. "
Doyle tau hais tias cov saw hlau xav tau kev ua kom zoo dua hauv nws cov khw noj mov, thiab tau txais kev yuav khoom los ntawm cov neeg lag luam yog qhov tseem ceeb - tib yam tseem ceeb uas nws tau siv ntawm Domino los tsim lub zog uas ua rau muaj kev vam meej. "Peb tab tom tso nyiaj ntxiv rau, thiab xav tias peb tau txais franchisees rau qee theem ntawm cov txiaj ntsig, lawv yuav khaws nws thiab nqis peev ntau ntxiv rau hauv hom xyoo 2025 thiab 2026," nws hais.
Cov saw hlau tsis ntev los no tau pib txav mus rau qhov kev taw qhia tshiab los ntawm kev tso ntau qhov tseem ceeb ntawm franchisee tau txais txiaj ntsig, rov ua nws cov khw noj mov, thiab thaum kawg jettisoning "Tus Vaj Ntxwv" mascot hauv kev pom zoo ntawm kev tshaj tawm tshiab, "Koj Txoj Cai," uas coj mus rau Nco ntsoov Burger King's iconic "Have It Your Way" los ntawm 1970s.
Raws li ib qho kev pib sab hauv hu ua "Reclaim the Flame," ib qho kev siv rau cov saw hlau "flame-broiling" modus operandi, Burger King hauv Teb Chaws Asmeskas tsis ntev los no tau mob siab rau $ 400 lab rau cov tswv yim hloov pauv uas suav nrog $ 150 lab rau kev tshaj tawm thiab kev nqis peev digital, kev hloov kho tsev noj mov, kev ua haujlwm kho dua tshiab, thiab kev txhawb nqa nyiaj txiag rau cov neeg ua lag luam uas ua tiav kev siv lub tuam txhab ua haujlwm rau lub hom phiaj.
Lwm tus neeg koom tes hauv Burger King txoj kev tswj hwm tshiab yog Kobza, uas twb tau ua tus thawj coj ua haujlwm, tus thawj coj nyiaj txiag thiab tus thawj coj thev naus laus zis hauv nws 11 xyoo nrog Toronto-based fast-food operator, uas kuj yog Tim Hortons, Popeye's. Louisiana Kitchen, thiab Firehouse Subs.
"Raws li tus thawj coj hluas uas lees paub, Kuv ua tsaug rau qhov teeb tsa no," Kobza hais rau kuv tshwj xeeb. Doyle "yog ib tus neeg muaj kev vam meej tshaj plaws uas tau ua haujlwm hauv kev lag luam no."
Tseeb tiag, thaum Doyle tau los ua CEO hauv xyoo 2010, Domino's tau poob rau hauv kev poob qis tom qab kev lag luam thiab xav tau rov tsim kho dua hauv av. Doyle pib nrog cov zaub mov zoo, nws tus kheej ua yeeb yam hauv TV tshaj tawm uas nws tau lees tias Domino pizza tsis saj zoo.
Los ntawm qhov sib txawv, ntawm Burger King, Doyle tau hais tias, "Cov zaub mov zoo heev, thiab nws pib nrog Whopper. Nws yog hamburger zoo heev. Thiab thaum koj tau txais cov neeg sim nws, lossis sim dua, thiab nws tau ua tiav hauv cov khw noj mov, koj yuav muaj cov neeg siv khoom uas yuav nrog koj. " Burger King txoj kev tshaj tawm tshiab tshaj tawm hais txog Whopper.
Txwv tsis pub ntawm cov zaub mov pem hauv ntej, Burger King tau hloov nws cov qub nqaij qaib qhaub cij, uas yog tes-breaded, nrog rau tom qab version uas tuaj rau hauv lub tsev noj mov pre-breaded. "Nws yooj yim dua los npaj," Kobza hais. "Nws ua tau zoo."
Tib lub sijhawm, Kobza tau hais tias, pluas tshais yog "hnub muaj txiaj ntsig" tab sis Burger King tsis zoo li yuav tsom mus rau kev txhawb nqa nws cov zaub mov noj tshais - thaj chaw uas McDonald's, ntawm chav kawm, ua tau zoo - ib ntus. "Tsis tas li, peb cov dej haus tag nrho," suav nrog kas fes, yog "ntawm radar. [Lawv] tawm me ntsis ntxiv hauv daim ntawv qhia hnub. "
Qhov kev tshaj tawm tshiab yog ib feem ntawm qhov franchisees xav tias lawv xav tau kom muaj kev vam meej ntau dua thiab txhawb nqa lawv cov peev nyiaj ntau dua hauv lub hom. Cov kws tshaj lij "xav tias lawv xav tau kev txhawb nqa kev ua haujlwm ntau dua thiab kev txhawb nqa," Kobza tau hais. "Peb tau muab tso rau hauv qhov chaw los tsav kev muag khoom mus rau qhov raug. Peb muaj daim ntawv cog lus tshiab rau kev xa tawm, thiab tam sim no peb tau nqis peev ntau hauv kev tshaj tawm. "
Kev muag khoom "tau pib txav mus rau qhov raug," Kobza tau hais tias, "thiab cov neeg ua haujlwm tau txais txiaj ntsig tau nce li ntawm 40% hauv lub quarter thib plaub" dhau ib xyoo dhau los. "Nws ntxov, tab sis nws pib ua haujlwm."
Tau qhov twg los: https://www.forbes.com/sites/dalebuss/2023/02/28/burger-king-welcomes-expertise-capital-of-dominos-veteran-doyle/