Burger, brand, burger

For friends who know me and Landico well, they should realise that we are both burger lovers. Unhealthy it may be, it is simply irresistable to get a juicy bite together with sips of coke.

There are few more weeks before my girl is back from the States, and I had a chance to visit Burger King with my dear groupmates. As usual, I ordered a Regular Whopper Meal, but when I was standing at counter waiting for my junk delicacy, this time, something new I observed.

Along the row of serving counters lies trays of meal awaiting to be picked up. When I scanned across them, I started to realise how neat the food was placed - from left to right: coke, fries, burger - on each and every tray, no exception.

Amazed by my new discovery, I was about to pick up my meal. Suddenly a hand from the Branch Manager reached to my tray, quickly touching every item of my set and made a minor turn - so that ALL of them have the Burger King Logo facing me - then, I overheard him talking to the newbie trainee: "This is how we position our food."

As minor as it might be, I can't help to appreciate the detailed thoughtful servive proctotol the shop has made. Not realising in the past, this is probably one of the reasons for why I always find (subconsciously) Burger King a neater and brighter brand than McDonald, KFC or its other counterparts.

This, is brand image construction, we may not notice, but it exists - serving as the unseen advertisement.


P.S.
Talking about brand imaging, in the old days, I once saw a Burger King TV commercial that I love so much. The layout was simple: The camera shot pairs of legs queuing in front of the counter, walked forward and ordered different sets one by one. At barely one second before the ads ends - a pair of legs in yellow trousers and red plastic shoes came - suffice to say - yes, that is Mr Mcdonald.