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Beer and Fries

Elaine Misonzhnik January 22nd, 2010

The No. 2 burger chain in the world might be hoping to become No. 1 with the help of a little booze. Burger King will soon begin offering moderately-priced beer at select locations in the U.S., according to a story in The New York Daily News. Earlier this year, the chain already opened its first so-called Whopper Bar in Orlando, Fla.: a restaurant with a smaller footprint than a regular Burger King joint and limited menu options. That location does not yet serve beer. But a Whopper Bar that is about to launch in Miami Beach, Fla. will. Additional Whopper Bars, all featuring beer on the menu, might be in the works for New York, Las Vegas and Los Angeles.

The move likely arose from Burger King’s desire to expand its customer base in a down economy. It follows in the steps of its rival McDonalds’ earlier move into the coffee market, which has proved quite successful. Coffee, however, is not a very controversial product. Burger King’s new strategy, on the other hand, might very well bring in new clients who’ll be delighted to wash down their burgers with a little ale and if the company puts beer on the menu in only a few, strategically chosen locations this might be a smart move. But if this becomes a practice at most Burger King joints, it has the potential to drive away more customers than it brings in. I think it’s a safe bet that many parents won’t feel comfortable bringing their tots to a place where they might run into a drunk or two. And women might be put off by this as well. It wouldn’t be an issue in the daytime, but if I was craving cheap fast food in the nighttime, I’d probably opt to get it from a place that doesn’t serve alcohol as well.

What does everyone else think? Is this a good move for Burger King?

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4 Comments to “Beer and Fries”

herb lau Says:

January 27th, 2010 at 3:26 pm

I think as an idea, it works fine. I’d build Whopper Bar as a brand extension, much like Armani built out Emporio Armani and Armani Exchange in the fashion world. Or to keep it in real estate terms, Urban Outfitters built out Anthropologie and others. Most people know they have the same parent company. The key is how distinct and unique BK keeps Whopper Bar, but I do think there is a market opportunity for that kind of product, the basic beer and burger/sandwich joint. It can’t be just Burger King with beer, it has to be building out another product line.
Old Mama Says:

January 28th, 2010 at 10:58 am

Not serving beer at a fast food joint doesn’t mean a family won’t run into a drunk eating there! Seems to me that fast food joints attact those who need a quick meal after having a few. And it should be possible to limit the number of beers served if the individual is getting crocked over his Whopper, right? Oh, and did the person who wrote this article grow up in the 50s??? What do you mean that “women might be put off”? Please drag yourself into the 21st century. I and my friends are not wimpy little apron-wearers who flinch at the sight of a beer. Good grief! I go to many restaurants that serve beer, wine and lots more, and it is my choice. I have a brain, and so do other women! I don’t think I’ll be forced to drink beer at BK just cuz they offer it, nor will I be forced to sit next to someone who is enjoying a brew with a burger if I don’t want to. And guess what? Not all MEN will like it either. Quite honestly, it would take one heck of a beer to get me to choke down a Whopper in the first place — so it doesn’t matter to me!
Elaine Misonzhnik Says:

January 28th, 2010 at 3:47 pm

This would be my feeling as well. There is nothing inherently wrong with a beer and burger concept, as long as there is a clear distinction between the Whopper Bar and the original Burger King. But I think existing Burger King restaurants already have a certain image and adding beer to the menu might not necessarily make that image more appealing to consumers. Retail Traffic is based in New York, so I guess once the Whopper Bar comes to Times Square we’ll get a chance to try it out first-hand and see how well it works.
Elaine Misonzhnik Says:

February 1st, 2010 at 12:14 pm

To Old Mama–no, I did not grow up in the 50s. I did, however, grow up in Eastern Europe, where I was sure to stumble into at least two or three drunks in various states of inebriation on the walk home from school. It is not an experience I’d enjoy reliving while having a late-night snack. Some people won’t mind it; others, both men and women, might be put off. There is nothing wrong with beer or with places that serve beer, but as I mentioned in previous posts, the combination of very cheap food and beer in what is supposed to be a family-friendly restaurant (like it or not, people do take their kids to Burger King, McDonalds, etc. for a treat) has to be handled the right way for it to contribute to the company’s bottom line.