Burger King’s marketing shift, Gen Alpha’s dominance, and some not-so-great traffic data

On this week’s Extra Serving, NRN editor in chief Sam Oches and executive editor Alicia Kelso discuss the latest restaurant industry news, including Burger King’s menu and marketing shifts, Gen Alpha’s growing importance, and the latest data on fast-food and fast-casual traffic. First up is Burger King, which is rolling out a new campaign — including four new menu items — tied to the film “The SpongeBob Movie: The Search for Squarepants.” The brand also stated its intention to double down on beef where its competitors are pushing further into chicken. What to make of these moves? Sam and Alicia share their thoughts on Burger King’s play for broader demographics and how it could signal a big evolution for the third-largest burger QSR chain. Speaking of demographics, Sam and Alicia next tackle Gen Alpha and how restaurant chains are making a play for their business with promotions tied to trends like “6-7.” Find out why it’s never too soon to build a strategy for the next generation — but also why restaurant companies must be smart of how they connect with younger customers, particularly on digital platforms like social media. Finally, Sam and Alicia discuss new data that suggests quick-service and fast-casual traffic is expected to be slow for the next several months. How might chains react to this reality — and what can they do to differentiate in a “sea of sameness”?

For more on these stories:

SpongeBob menu part of Burger King's new marketing strategy

Restaurant brands start speaking Gen Alpha’s language

The fast-casual category is losing steam