Defining the Way of the Whopper!

Burger King UK defined a bold new brand strategy to take them from good to legendary – and fuel their ambition for everyone to have ‘Burger King, Your Way’ as they prepared to grow across the UK. We worked with the People team to translate their purpose and beliefs into a series of red-hot behaviours to help the brand be lived and breathed everywhere from BK HQ to each drive thru.

Written for their people by their people

We designed a 160 employee ‘mass-scrawl’ and behaviours hackathon as part of the ‘Our Way’ event to gather employees’ opinions on the behaviours and capabilities they saw today and wanted to see in the future to create excitement for the future and kick-start commitment to change.

Our behaviours, our way

We decoded the insights, then locked ourselves away in Burger King HQ to co-create the behaviours framework for employees (being it) and leaders (leading it). Each core Belief was supported by a Behaviour which broke down into clear actionable statements to help managers and leaders drive consistent measured performance in a way that felt authentic and true to Burger King.

Bringing it to life

We worked with the People team to help them define their 3‑year People Strategy – a pragmatic roadmap that identified and prioritised the people-related workstreams (in alignment with the business strategy) and translated their goals into measurable actions – all to help take BKUK from good to legendary.