MIAMI Burger King has launched a marketing campaign to focus on its nationwide efforts to promote diversity within the chain’s workforce, franchise community and supply chain.
The “Real People, Real Success” print campaign consists of a series of testimonials by Hispanic, African-American and Asian franchisees and suppliers. One ad highlights a Cuban-American who began as a Burger King employee and now owns about 40 Burger King units. Another features an African-American woman who is one of the chain’s largest suppliers. A third focuses on a native of Haiti who rose through the Burger King ranks and now operates 15 restaurants in San Antonio.
“One of our biggest strengths is our respect for inclusion, which helps reflect the demographics of our market today and our customers’ reality,” said Cirabel Lardizabal Olson, director of inclusion and external affairs for 11,200-unit Burger King.
República of Miami, the chain’s agency for diversity and inclusion, created the campaign.