Despite the oppressive reports, promotional events for the head office
9,100 Won Whopper set free event, 604 Paid by head office
Burger King Whopper. Courtesy of Burger King
Burger King, which used to be offensive by passing on all the costs of various discount events as well as delivery costs to the store owners, Even after the report, controversy is rising after receiving permission from shop owners to participate in the event, saying, “If you do not participate in the membership discount event in the second quarter of 2023, you will be excluded from all membership events.” It has even been confirmed that Burger King is returning the subsidized HQ portion of the discount to store owners in ‘burger patties’ rather than ‘cash’. Summarizing the coverage on the 20th, on the 17th, Burger King headquarters held an event called ‘Total Membership Discount Coupon 2023 Q2 2023’ through the local store managers between April 1st and June 30th (91 days) We accept and ‘permission’ to proceed. The headquarters presented the purpose of this event as “increasing sales through discount coupons for the total membership, strengthening internal supply channels through discount promotions, and strengthening customer loyalty by securing internal app users.”
A document sent by Burger King to store owners stating that this was the content of the event in the second quarter of 2023. Provided by the store owner’s council
Looking at the content of the event, for membership members whose membership level and accumulated amount are above a certain level, drinks such as Americano (1,500 won) and Ice Americano (1,500 won), Whopper Junior (4,700 won ) and Whopper Set (9,100 won) are ‘0 won’.(free) is provided. In the event cost burden detail item, it was stated that “From the merchant’s perspective, 603.9 wafer patties are supported per coupon size earned.” In other words, a Whopper set worth 9,100 won is provided free of charge to membership users, and the head office subsidy that the shop owner can receive is 603.9 won, which means that it is provided in ‘patties’ rather than ‘cash’. In a phone call with a store owner who was reluctant to reveal his name, he said, “Burger King’s strategy is to provide hamburger patties even for the head office’s contribution to the small event.” I have been told that I cannot participate in all memberships. -related events through . The store owner continued, “Various discount coupons such as birthday coupons are provided to app membership members, which means that membership users cannot receive any benefits in our store if they do not participate in the quarterly event.” It’s no different, and if you take part in the event, you have to suffer huge losses, so what should I do?”
A view of the Burger King store. Still from the official Burger King website
Experts pointed to this as one of the representative ‘cap-jil’ of the franchise headquarters. Jeong Jong-yeol, franchise merchant of the National Franchise Owners Council, said, “Just as Twosome paid the head office discount subsidies in ‘beans’ in the previous case, Burger King pays them in ‘patties’. ” Because it has to be done, it’s a structure where only the head office benefits twice.” Regarding this, Burger King headquarters responded that there is no problem. Burger King said, “The criteria for promotional support is the content set out in the 2018 Fair Trading Commission dispute settlement agreement.” Based on this, we expect up to 1,400 won (Whopper set). “It is not true that if you refuse to participate in the promotion, you will be banned from all events for 90 days,” he added. “Even in the middle of the quarter, you can freely decide to participate or decline.” By Yu Seon-hee, staff reporter duck@hani.co.kr
