Burger King joins forces with easyGroup

LONDON - Burger King is joining forces with easyGroup to install an easyInternetCafe in its flagship restaurant in London's Piccadilly Circus.

The jointly branded venue will be open to eaters and internet surfers alike within a few weeks. EasyInternetCafe branding will appear on the outside of the building and in the windows, and the upstairs seating area will be devoted to the internet cafe. PCs will also be dotted about in the main restaurant downstairs.

An easyGroup spokesman said: "If Burger King want to leave their branding up then that is fine with us."

He said the Burger King partnership, and a similar initiative at McDonald's Swiss Cottage restaurant, were easyInternetCafe's first steps to expansion since the retrenchment sparked by the bursting of the dotcom bubble.

He said the strategy was for "one-step growth through franchising and use of existing real estate".

If the Piccadilly experiment is a success, the concept will be rolled out to other Burger King outlets.

"We are very conscious of the fact the Burger King has 600 restaurants in the UK, several hundred more in Europe and several thousand more in the US."

The tie-up is the second manifestation of a growing friendship between the burger restaurant and easyGroup owner Stelios Haji-Ioannou, which began when the entrepreneur starred in a Burger King radio ad this week.

In the ad, which promoted BK's new Swiss Melts, Stelios bemoaned the fact that Burger King customers could get a taste of Switzerland for just £1.49 when easyJet's cheapest flight to Switzerland cost £30.

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum here.

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message