The biggest McDonald’s competitor Burger King has finally come to Russia. The first restaurant was officially launched in Moscow in shopping mall «Metropolis» on January 21st.
Burger King’s franchisee in Russia, «Shokoladnitsa», which is one of the most popular coffee houses in Moscow, is planning to establish the chain (10-15) of fast food restaurants in 2 biggest cities — Moscow and St. Petersburg.
The opening will be supported by an advertising campaign including viral and outdoor ads as well as leaflets distribution near the shopping centres. The viral spots (not intended to be shown on TV, only Internet rotation) were created by the Russian agency TCF (The Creative Factory). Production was accomplished by «Yarche» studio.
Burger King is considered the main competitor of McDonald’s, which incorporates today 11,5 thousands of restaurants across USA and 75 other countries. The lion’s share of its restautants all over the world was opened by Burger King’s licencees — more than 90% of them work under a franchising agreement. The earnings of BK in 2008 amounted to $2,46 billions, capitalization, according to NYSE on April 1at 2009, — $3,043 billions.