Marketing Currents - Business and Marketing Current Events

Burger King is now listing its Whopper ingredients on the wrapper — here’s why

Burger King long had a slogan “Have It Your Way” in regard to its burgers, but its new Whopper wrapper has more of “here’s our way” approach, as it reveals exactly what’s inside its burger. 

Burger King announced Thursday that its famous Whopper “now features no colors, no flavors and no preservatives from artificial sources.” 

Click here to read the story from today.com.

Questions for Classroom Discussion:

  1. How might packaging and labeling be an important aspect of marketing?
  2. According to this story, what did Burger King change about their packaging and labeling strategy?
  3. What is positioning?
  4. How is Burger King positioning the Whopper?
  5. How will the Whopper’s new wrapper help push Burger King’s positioning strategy? Do you think the strategy will change the way consumers perceive Whoppers? Why or why not?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.
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Chris Lindauer

After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.