The Secret Marketing Playbook Behind Burger King, Popeyes, & Tim Hortons

Описание: Watch our documentary on the Future of the CMO from this link 📺:    • The Future of the CMO | Presented by Rival  

In this episode, Daniel Blumer, CMO of Restaurant Brands International (EMEA), breaks down how Burger King’s parent company keeps four iconic brands fresh in a noisy quick-service world. From ditching 1,000-slide reports to tapping local culture first, Daniel shares the practical framework that powers 32,000+ restaurants across Europe, the Middle East, and Africa.

One key takeaway: Stop averaging—start individualizing. Daniel explains how looking at every store’s micro-market unleashed hidden growth, and why “emotional first, functional later” has become the new rulebook for launching Popeyes or Tim Hortons in new countries. If you lead marketing for a multi-brand, multi-market business, this conversation is your cheat sheet.

Listen to this episode on your favorite podcast platform 🎧: https://link.chtbl.com/scratch

📚 Chapters:

00:00:00 - Intro 🎙️
00:04:00 - Favorite challenger brand 🏆
00:05:48 - Overview of RBI
00:12:25 - Building Cultural Relevance 📊
00:18:56 - Sales, budget & market-share framework 💵
00:28:00 - Boutique agency network strategy 🤝
00:33:12 - Lightning Round ⚡

🖊️Mentioned in the show

Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Scratch is hosted by Eric Fulwiler, joined this episode by Daniel Blumer of Restaurant Brands International.

Find Rival online at www.wearerival.com, LinkedIn -   / wearerival  
Find Eric on LinkedIn -   / ericfulwiler  
Find Daniel on LinkedIn -   / daniel-blumer-3b621216