Burger King Leverages the Power of Millennials

Blomberg Businessweek 

Blomberg Businessweek 

Last summer a trim guy with wavy brown hair, high cheekbones, and a broad smile could be found making Whoppers, working the drive-through window, and scrubbing bathrooms at a Burger King in Miami. His name was Daniel Schwartz. He learned to make a Whopper in less than 35 seconds and blended in well with his fellow employees, except for the fact that Schwartz had a guy with a video camera trailing him. “I cleaned about 15 toilets in the past two days,” he boasted at one point, as if he’d just completed a marathon.

Schwartz was justifiably pumped. That June he’d been named Burger King’s(BKW) chief executive officer, with a $700,000 annual salary and a potential cash bonus of twice that. There was another reason for Schwartz to be exuberant: He was only 32 and well on his way to becoming a star in the fast-food industry. Read More

Posted on July 25, 2014 and filed under The Chipotle Effect.