When fast-food giant Burger King sought to extend its marketing reach and create additional consumer touchpoints, they turned to Broad Street Licensing Group (BSLG) to spearhead a global brand licensing program. The goal was to bring Burger King’s popular restaurant foods to retail shelves around the world. The results were nothing short of impressive.

The Challenge
Burger King is renowned for its unique char-broiled flavors and signature menu items. The challenge lay in translating these beloved restaurant offerings into products that could be sold in retail stores. Additionally, Burger King aimed to expand beyond food products and tap into lifestyle categories, increasing consumers’ interaction with the brand with fun and playful offerings.
Strategic Partnership
Broad Street Licensing Group leveraged their extensive experience and deep understanding of consumer and retailer insights to craft a comprehensive licensing strategy for Burger King. This involved identifying and partnering with best-in-class licensees who could authentically replicate Burger King’s iconic flavors across a variety of retail products.
Execution and Results
The collaboration led to the creation of Burger King branded breakfast sandwiches, snacks, and fries, which were introduced in grocery and club stores, not only in the U.S. but also in 25 other countries. These products brought both the convenience and taste of Burger King into consumers’ homes, making it easier for them to enjoy their favorite fast-foods anytime of day (or night).
Beyond food, Broad Street launched a lifestyle program that included apparel, collectibles, greeting cards and on-line games. This initiative harnessed Burger King’s fun and playful brand persona, offering consumers new and exciting ways to engage with the brand. The diverse range of products ensured that there was something for everyone, whether they were looking for a quick snack or a quirky piece of merchandise.
The Impact
The success of this program was evident in the increased brand visibility across retail shelves and strong consumer engagement. By strategically aligning with licensees who could maintain the integrity of Burger King’s brand image and deliver products that resonated with consumers, Broad Street ensured the program’s success.
Conclusion
The partnership between Burger King and Broad Street Licensing Group showcases how an effective brand licensing program can significantly extend a brand’s reach and deepen consumer engagement. By bringing Burger King’s distinctive flavors to retail shelves and launching a diverse range of lifestyle products, Broad Street not only helped Burger King meet its marketing goals but also provided consumers with new ways to enjoy and interact with the brand.
As this case study demonstrates, a well-executed brand licensing program can transform a brand’s presence and create lasting connections with consumers across multiple touchpoints.
You can learn more about this case study here: https://bslg.com/case-studies/burger-king-case-study/