Proposed Marketing Strategy For Burger King Indonesia Post Covid-19 Pandemic
The Covid-19 pandemic has engendered profound changes in business operations and consumer behaviour globally, especially in food and beverage industry. This research aims to investigate how Burger King Indonesia, a leading global fast-food chain, adapted its marketing strategy in Indonesia post-pandemic to drive its sales performance. Drawing on a combination of primary and secondary data, including financial reports, in-depth interviews, and industry publications, the author examines changes across the all marketing and operational touch points, which proposed a strategy improvement across its marketing strategy. Through the findings, the author suggested Burger King Indonesia to effectively reoriented its strategies; with significant emphasis on product portfolio expansion, pricing strategy, accessibility, with extensive support through digital transformation, customer safety, and service convenience excellency, which expectation to improve its sales performance. However, the study is confined to the Indonesian market, limiting its generalisability to global markets where cultural and economic contexts may vary. The research thus suggests potential for further exploration of Burger King's post-pandemic strategies in diverse geographic markets, such as Indonesia. This paper contributes to the evolving literature on business adaptations to the pandemic, highlighting how flexibility, innovation, and customer centricity can ensure resilience and growth in crisis scenarios. These insights are not just relevant for fast-food chains like Burger King, but for businesses across industries grappling with the long-term implications of the Covid-19 pandemic.
Bee-Lia Chua, M. S. (2020). Customer Restaurant Choice: An Empirical Analysis of Restaurant Types and Eating-Out Occasions. International Journal of Environmental Research and Public Health, 2-3.
Bernard, R. H. (2013). Social Research Methods: Qualitative and Quantitative Approaches (2nd ed). Sage Publications, 41-55.
BKI Analysis. (2022). Burger King Indonesia Sales Trend YoY (2019-2022). Jakarta: PT. Sari Burger Indonesia.
Bowler, G. M. (2010). Netnography: A Method Specifically Designed to Study Cultures and Communities Online . The Qualitative Report, 1270-1275.
BPS. (2020). Usaha Penyedia Makanan Cepat Saji. Badan Pusat Statistik.
Carter, N., Bryant-Lukosius, D., DiCenso, A., Blythe, J., & Neville, A. J. (2014). The use of triangulation in qualitative research. Oncol Nurs Forum, 41(5):545-7.
Cortez , R. M., & Johnston, W. J. (2020). The Coronavirus crisis in B2B settings: Crisis uniqueness and managerial implications based on social exchange theory. Industrial Marketing Management.
Damsjö, E., Mattsson, F., & Olsson, A. (2021). A global pandemic’s influence on consumer behaviou. Business Administration III – Degree Project.
Engel, J. F., Kollat, D. T., & Blackwel, R. D. (1968). Consumer Behavior. Minnesota: Holt, Rinehart, and Winston.
Euromonitor. (2020). Quick-Service Restaurant in Indonesia. Euromonitor International.
Haas, S., Kuehl, E., Moran, J. R., & Kumar, V. (2020, May 19). How restaurants can thrive in the next normal. Retrieved from McKinsey.com: https://www.mckinsey.com/industries/retail/our-insights/how-restaurants-can-thrive-in-the-next-normal
Indonesia, C. M. (2022). Coordinating Ministry for Economic Republic of Indonesia. Retrieved from Press Release: Coordinating Minister Airlangga: Fresh Ideas, Innovations, and Breakthroughs Through Digitalization in the Field of Marketing to be Applied in the Community: https://ekon.go.id
Kelly, A. (2022). BK Indonesia 2022 U&A: Key Issues and Opportunities. APAC: Consumer Research Report.
Kim, C. W., & Mauborgne, R. (2015). Blue Ocean Strategy How to Create Uncontested Market Space and Make the Competition Irrelevant. Retrieved from Blue Ocean Strategy: http://www.blueoceanstrategy.com/
Kozinets, R. V. (2010). Netnography: Doing ethnographic research online. Sage Publications.
Line, N. D., & Hanks, L. (2018). The Social Servicescape: A Multidimensional Operationalization. Journal of Hospitality and Tourism Research, 43.
Madichie, N. O. (2009). Consumer Behavior: Buying, Having, and Being. Management Decision.
Patton, M. Q. (1999). Qualitative Research & Evaluation Methods 3rd Edition. London: Sage Publications.
Post, T. J. (2020, March 26). Major restaurants temporarily close as COVID-19 outbreak worsens. Retrieved from The Jakarta Post: https://www.thejakartapost.com/news/2020/03/26/major-restaurants-temporarily-close-as-covid-19-outbreak-worsens.html
Post, T. J. (2022). The Jakarta Post. Retrieved from Govt lifts remaining COVID restrictions. : https://www.thejakartapost.com/indonesia/2022/12/30/govt-lifts-remaining-covid-restrictions.html.
Rabianski, J. S. (2003). Primary and secondary data: Concepts, concerns, errors, and issues. The Appraisal Journal, 43-55.
Sakapurnama, E., & Safitri, N. (2023). IMPACT OF PANDEMIC COVID-19 ON CONSUMER PURCHASE INTENTION: EMPIRICAL STUDY FROM INDONESIA. Jurnal Ilmu Keluarga dan Konsumen 16(1), 84-94.
Song, H. J., Yeon, J., & Lee, S. (2021). Impact of the COVID-19 pandemic: Evidence from the U.S. restaurant industry. International Journal of Hospitality Management Vol. 92.
Tenny, S., Brannan, G. D., & Brannan, J. M. (2020). Qualitative Study. Treasure Island: StatPearls Publishing.
The World Bank. (2022). Trade for Growth and Economic Transformation. Washington DC: Indonesia Economic Prospects.
Tomašević, D. M., Radnović, B. S., & Gašević, D. L. (2020). FACTORS AFFECTING THE FREQUENCY OF CONSUMPTION OF DOMESTIC AND FOREIGN FAST FOOD BRANDS. Journal of the Institute of Food and Technology.
WHO. (2020). Archived: WHO Timeline – COVID-19. Retrieved from WHO International: https://www.who.int/news/item/27-04-2020-who-timeline---covid-19