How a long-term partnership with STRAT7 sharpened Burger King’s strategic edge

Meet the client

BURGER KING® is the second largest fast food hamburger chain in the world, serving over 11 million customers in 100 countries and U.S territories. With a commitment to high quality, sustainable food, signature recipes, and family-friendly dining experiences, enhancing customer perceptions has always been near the top of the agenda for the chain.   

Finding opportunity from change

With the ability to collect and interrogate rich insights about its customers and the quick-service restaurant (QSR) market, Burger King has the upper hand. It can leverage new opportunities, respond well to shifts in consumer sentiment, personalise its offers and drive customer loyalty. Discover the many ways a long-term partnership with STRAT7 has made these impactful outcomes possible.

A need to be more competitive and responsive to change

Burger King wanted to be more targeted in the UK to grow its share in the crowded QSR market. It also recognised the need to understand and respond to changes in consumer behaviour after the COVID-19 pandemic to stay relevant and drive loyalty. 

To achieve its goals, Burger King needed to get the most value out of its customer data. But it required support to become a more insights-driven, customer-centric business the key to capitalising on new opportunities and boosting the brand’s competitive advantage.

I was impressed with the team’s enthusiasm, sector expertise and level of engagement with the senior leadership team. Their insight and advice has been invaluable in shaping our plans and strategy around our target customer.” 

Alasdair Murdoch, CEO of Burger King UK

Staying ahead of the game with strategic direction

We initially helped Burger King more effectively serve its target customers through customer segmentation and competitor analysis. Knowing which occasion segments to prioritise and how its competitors were serving these segments highlighted opportunities to grow its relevance and consideration.

Burger King were the first QSR to remove plastic toys from children meals, boosting brand perceptions.

Ongoing, advisor-led support also helped Burger King boost its brand perception. For example, our work fed into the decision to take plastic out of children’s meals as part of the client’s wider strategy to reduce packaging. The first QSR to do this, Burger King strengthened its perception as a ‘challenger brand’ among consumers.

Leveraging insight to make change an opportunity

Post-lockdown, Burger King had significant business questions around changing consumer behaviour. We discovered that many of these questions could be answered by data the business already held. Informing how to harness customer insight and effectively respond to change. We also highlighted the right KPIs to measure progress against their strategic initiatives, driving confidence in future decision making. 

Our work highlighted a need for a market re-segmentation. Burger King required an approach to segmenting the market that responded to the needs of the UK business and was actionable. As a trusted strategic advisor, we supported the UK team’s case to commission a dedicated segmentation for this market.

Filling data needs for strategic prioritisation

Most recently, STRAT7’s commercial and research experts have been working together to create an occasion-based segmentation. It’s filling the knowledge gaps we previously uncovered, answering questions about recent changes in customer behaviour and creating opportunities to enhance the customer journey

This tailored solution   a segmentation that’s commercially relevant but practical from a business perspective  is the result of strong collaboration between our commercial strategists and research practitioners. The tailored segmentation is more functional than hybrid segmentation in this instance but delivers similar, powerful benefits.

A long-term relationship for long-lasting success

Through its strategic, long-term partnership with STRAT7, Burger King is becoming more customer-centric. The role of insights in its business have been elevated, with a fundamental understanding of its core customers shared across functions. 

We’ve acted as a commercial strategist, trusted advisor and research partner. Helping Burger King stay relevant and competitive in a crowded market as it navigates significant changes in consumer behaviour

We can help you become an insights-driven organisation, embedding customer understanding into all aspects of decision-making to drive growth and stay ahead of the competition. Get in touch.


Joe Lockey

Senior Analyst

Joe joined us after completing rotations across our consumer, services and health sectors, whilst gaining exposure to both qualitative and quantitative research techniques.


Alice Hedlund


Alice has experience in customer-centric growth, brand strategy and innovation at global scale. She specialises in brand transformation journeys, bridging the gap between business and brand strategy to create holistic and actionable plans for impactful growth.

Helen Donald


Job Title

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis irure dolor in reprehenderit in voluptate velit esse cilum dolore eu fugiat nulla pariatur. 

Tom Carvell


Tom has a science background with a PhD in Materials Chemistry. He has spent most of his career working on in-house front-end innovation where he delivered mid/long term strategic projects for brands such as Durex, Scholl, Veet and KY. He is focussed on delivering pragmatic but provocative innovation strategy for CPG categories.

Manick Pratheeban

Senior Principal

Manick is a brand strategy and consumer insight specialist with 15+ years’ experience helping to grow some of the world’s biggest brands. He has a proven track record of translating trends, consumer, and market data into actionable insights to formulate growth strategies.

Kate Jones

Senior Principal

Kate has over a decade of experience in creating transformative strategies for customer-focused businesses. With a background in consumer insight and behaviour change across consumer health, packaged goods, leisure, banking and other sectors she focuses on elevating the customer experience to create human-centric innovations and foster impactful growth.

Jacob Gascoine-Becker


Jacob specialises in leveraging consumer research to inform investment strategy and business case development. A management consultant since 2014, he previously spent eight years working in ecommerce and digital marketing.

Ines Achabal

Senior Analyst

Ines is inately curious and creative. She is known for her expansive thinking when exploring client challenges and elevating the visual quality of outputs to maximise their impact.

Helene Mills


Helene has 20+ years’ experience advising business leaders and investors on growth strategy based upon consumer and market intelligence. Her particular specialism lies in leisure, retail, food and beverage sectors.

Helen Donald

Helen Donald


Helen has consulted businesses at different stages of growth across a variety of sectors, specialising in consumer packaged goods and consumer healthcare. She is an adept strategist, bringing clarity to the most complex of situations and connecting dots to create rich, future-proofed platforms for innovation, brand positioning and growth.

Allan Chen STRAT7 Advisory

Allan Chen

Senior Principal

Allan’s core skillset provides an analytical and commercial lens to address client challenges. He started his career as an actuary, and since then has held a broad range of strategic roles, improving performance across the private and public sector.


Björn Dufwenberg

Managing Director​

Björn has 15+ years’ experience in insight-driven transformation, across management consulting, as well as brand and innovation agency roles. Most recently he headed up the Customer-Led Transformation practice at PwC Sweden, until joining STRAT7 in 2021. He’s worked on global projects covering consumer goods, durables, spirits and beverages, retail, banking, and private equity.

Kamilla Dala

Senior Principal

Kamilla has 10+ years’ experience leading and implementing insight-driven transformation within global matrix organisations in durable and consumable goods. Areas of expertise cover segmentation, uncovering and translating actionable consumer insights within innovation, product development, brand positioning, strategy and marketing.