In an effort to support local restaurants across the UK, Burger King UK is lending out its Instagram account to help independent UK restaurants expand their reach and grow their business. The charitable move comes amid "lockdown 3.0" in the UK to showcase that "the restaurant industry can work together when the chips are down." The brand's Instagram account will offer free advertisement on its platform by sharing their signature dish with the hashtag #WhopperAndFriends.
The initiative follows Burger King's earlier "informal truce" where the brand asked Whopper fans to support McDonald's, Subway, Domino's, and KFC, among others. The act of solidarity is especially surprising when Burger Kind is revered for its iconic rival campaigns against chains like McDonald's and Wendy's, and the supportive initiatives are a sign of the desperate time the food industry finds itself amid the ongoing global pandemic.
Image Credit: Burger King UK
Key Themes Behind This Trend
- Social Media Takeovers for Local Restaurants
- There is an opportunity for social media platforms to support local restaurants by lending their accounts to promote independent restaurants, potentially creating valuable partnerships.
- Collaboration Within the Restaurant Industry
- The restaurant industry can explore more collaborative efforts wherein brands come together to support independent restaurants and contribute to their growth.
- Brands Supporting Their Competitors
- There is an opportunity for brands to create goodwill by supporting their competitors and promoting collaboration instead of competition.
Where This Applies
- Food and Beverage
- Food and beverage businesses can explore partnerships with social media platforms that lend their accounts to promote independent restaurants.
- Marketing and Advertising
- Marketing and advertising firms can work with restaurants to help them create effective campaigns that take advantage of social media takeovers and collaborative efforts.
- Relationship Management
- There is an opportunity for relationship management businesses to facilitate partnerships between different restaurant brands and help them work together towards mutual growth and success.
