Burger King has officially rebranded as “Borgir” in Türkiye, a strategic move aimed at connecting more closely with Turkish culture and language. This change reflects the fast-food giant’s commitment to enhancing its appeal to local consumers.
Embracing Local Culture
The name “Borgir” is designed to resonate with Turkish pronunciation and will likely be accompanied by menu items featuring Turkish names. This rebranding is part of Burger King’s strategy to engage younger customers, particularly those active on social media.
Social Media Buzz And Market Reactions
The name change has generated significant discussion online, with users debating whether it is a new marketing strategy or a reaction to potential boycotts. This conversation highlights the brand’s efforts to address market sensitivities and improve its local presence.
Impressive Growth Amid Changes
Despite the buzz around the rebranding, Burger King’s parent company, TAB Gida, reported strong financial results. In the second quarter of 2024, TAB Gida experienced a remarkable 76% increase in system-wide revenue, reaching 10.8 billion lira.
The company’s growth strategy includes opening new restaurants and renovating existing ones, with 61 new locations added recently. TAB Gida operates several major international fast-food franchises in Türkiye, including Burger King, Arby’s, and Sbarro.
Co-CEO Ozgur Cetinkaya noted a 7% increase in real equity and a 78% year-over-year growth in unadjusted revenue, indicating robust financial performance. The company’s assets also grew by 10%, reinforcing its financial stability.
Conclusion
The rebranding to “Borgir” is part of Burger King’s broader strategy to adapt to local markets and build stronger relationships with consumers. By embracing local culture and addressing market sensitivities, the brand aims to enhance its presence and drive future growth in Türkiye.