Op-Ed: Fernando Machado and the Revitalization of the Burger King Brand | Hathway

Op-Ed: Fernando Machado and the Revitalization of the Burger King Brand

April 13, 2021   |   By Kevin Rice, CMO

Op-Ed: Fernando Machado and the Revitalization of the Burger King Brand

In this opinion piece for WARC, Hathway CMO and co-founder, Kevin Rice reflects on Fernando Machado‘s 7 years at Burger King and the leadership and authentic creativity he brought to the brand. 

During this time when consumers have a plethora of food options to choose from, Rice recognizes that Machado’s unique and bold approach ultimately paid off in terms of sales growth, awards, and most importantly, the customer loyalty earned through the creation of deep, emotional connections to the brand.

To give a better glimpse into Machado’s attention grabbing approach for Burger King, Rice highlights the Moldy Whopper campaign that daringly showed customers what happens to “real food” over time in an untraditional campaign strategy. Additionally, Rice explains Machado’s involvement at industry conferences where he has been known to present striking Cannes Lions graphs that again reinforced his creative abilities to out shine his competition.

It’s one thing for a brand to personalize their loyalty program, however, Machado carefully articulated Burger King’s brand persona so that customers could not only connect with the brand but aspire to know the brand. Rice sums up his explanation of this impressive customer experience by stating, “Basically, Burger King has emerged as the cool kid at the party.” 

In conclusion, Rice pinpoints that Machado’s secret recipe for success all comes down to capturing the customer’s wallet while capturing their attention. Despite Machado moving on to his next role, Burger King is now a force to be reckoned with all due to Machado’s magic. 

Read the Full Op-Ed