Fernando Machado of Burger King: We Enhance The Guest Experience Through Service, Design And Technology

At Burger King, the guest experience is the key to growth and brand loyalty, according to the fast-food chain’s CMO Fernando Machado. “We focus on three aspects: restaurant design, great service and technology that enhances people’s interaction with the brand.” As for the restaurants, he said that giving them a pleasing, welcoming design is a priority: “We study the type of guests that come to Burger King and try to offer a layout that seems made just for them. Some are families, so we have tables that sit 4 people, while others come to do some kind of work – no problem, we have power plugs and WiFi.” “Another point we focus on is showing guests we’re their friends,” he said, “by making sure we get their orders right and by making sure we serve their orders while they’re still hot. It´s really basic stuff, but if you don´t get it right, the experience won’t be all that great.” In the first edition of the CMO Growth Council Digest series, launched by ANA and Cannes Lions, Machado said he hopes to learn more and teach more in each of the work streams of this project: “Having better connections with the people in the council is key, because networking is one of the benefits of having a council. To me, it’s all about learning from others and trying to contribute by showing how we do things at Burger King.”