Former Gourmet Burger Kitchen chief Alasdair Murdoch is leading a renaissance of Burger King’s UK operation after a Bridgepoint-backed group of industry stalwarts gained the rights to the master franchise last year and acquired one of its largest UK franchisees at the same time.
With the fast food chain still showing good profitability and buoyed by the new investment, Alasdair is planning to oversee the launch of up to 25 new units this year, and between 30 and 50 a year over the next few years as part of an effort to regain scale having dropped from a peak of 700 stores to 500 now.
He has made it a priority to enhance the chain’s digital capabilities, while an examination of its menu — which he admits can feel “very complicated” to infrequent customers — has convinced him that its breakfast offering needs remodelling, with trials to begin later this year.
He acknowledges that having the right equipment suppliers on board is vital — and that means they must add value.
“What we are particularly interested in is after-service and after-sales at a decent price, not a ridiculous price where you can’t make any money, but we don’t want stuff that when it goes out of warranty the price for it to be serviced goes through the roof,” he says.
Company: Burger King
Address: 15 Bath Road, Slough, Berkshire, Slough, SL1 3UF
Tel: 03332 074208
Focus: Quick-service restaurant
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