The hamburger king is trying to do more than just sell burgers to Americans.
The company is hoping that by offering its customers a more enjoyable dining experience, it can attract more customers and more customers will pay more for the burger chain’s products.
“What we’re seeing is people really appreciate the burger,” Burger King Chief Executive Tom Rifkin told investors last week.
“I think there’s a real opportunity here.”
The company’s marketing efforts are aimed at the millennial generation.
Burger King, the largest fast food chain in the U.S., says it has spent $15 billion to sell more than 700 million burgers.
Burger king’s marketing campaign includes the hashtag #1TheFuture, which is a play on the hashtag of the “One Million Dollar Burger” burger that debuted last year.
The campaign encourages millennials to take a closer look at the company’s offerings, and to consider ordering a burger from the chain.
The goal is to “make you want to come back,” Rifkins said.
The hashtag is part of a broader strategy to boost Burger King’s brand in an era when its burger offerings are falling behind those of other fast food chains.
The number of people who say they have tried a Burger King burger fell from 11.4 million in 2012 to 9.3 million in 2015.
Burger Kings is looking to change that trend.
The chain launched a new line of burgers in February, including a burger with cheese and bacon, and a new burger that features the famous hamburger bun.
“It’s the perfect way to introduce our products to people that haven’t had them before,” Riffkin said.
Riffkins is expected to announce a major strategy update next week.
Burger KING is one of the companies to benefit from President Donald Trump’s decision to cut corporate tax rates to 20% from 35%.
That could increase revenue by about $1 billion in 2020.
“The company’s revenue is increasing at a very rapid pace,” Rafael Rauch, chief executive officer of Raul, an investment bank, told ABC News.
“You’re seeing an increase in new customers, and an increase is being driven by Millennials.
The market has changed.”
He expects the burger market to grow from $16.5 billion in 2017 to $19.3 billion in 2021, according to data from the market research firm Euromonitor.
Burger’s biggest challenge will be to attract more Millennials.
Rifkings team of marketing experts is trying the hashtag, “1TheFoldTheFuture” on social media to encourage more people to order a burger, according the company.
The slogan, “We’re making burgers for you!” will also be on the menu.
The #1FoldtheFuture campaign has already garnered more than 7 million Instagram posts and nearly 3 million Facebook likes.
BurgerKing is also planning to announce plans to add a new “Big Mac,” which will be called the Big Mac with Bacon.
“We’ve been working on a Big Mac for years now, and it’s still going to be a hamburger that you’re going to want to eat,” Raffikss company CFO Tom DeBruyn told investors in a conference call earlier this month.
“And that’s going to include a little bit of bacon on the side.”
The burger is expected in stores later this year.
Raffiankss team of experts is focusing on the millennial audience.
They are developing a campaign for people 18-to-29 years old, he said.
“That’s going be the next step,” he said, “and we’re going in the right direction.”
A company spokesman declined to comment on the marketing efforts.
Raul analysts have been forecasting a 20% increase in revenue for Burger King this year, which could be driven by increased sales of its bacon-wrapped burgers.
“As the popularity of burger consumption continues to grow, Burger King will continue to make strides in expanding its offerings and targeting Millennials,” the analysts wrote in a report earlier this year that predicted Burger King would generate more than $10 billion in revenues in 2021.