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Áreas, the leading restaurant, business distribution and complete traveler services company and Burger King, the next to largest fast food chain in the world have reached an agreement designed to give a commercial boost to both companies.
The launching of the first joint outlet, located in the El Vallés Service Area on the AP7 Barcelona motorway towards Girona, is the first in a series of planned joint openings in other service areas, airports and train stations. This is an unprecedented first in the range of commercial activities offered on Spanish motorways: for the very first time, motorists will be encounter a world renowned brand like BURGER KING® in a service area, a brand that is usually associated with major city shopping areas and malls.
This alliance will enable both brands to provide support for their growth strategies: Áreas, on the one hand, will be adding Burger King to its renewed portfolio of brands, making it possible to work in environments it knows in depth while Burger King will succeed in running a new sales venture that offers extensive possibilities for expansion.
The complementary nature of the needs of the two companies according to Oscar Vela, Director General of Áreas Europa “is what made it possible to reach an agreement in harmony with Áreas dynamics in recent years. Renewing our range of brands and finding solutions to maximize the business potential of each outlet is a long and complex process but we are firmly committed to it, and the results so far have been convincing”.
As he sees it, Juan Olave, Director General of Burger King for the Mediterranean division states that "the presence of a BURGER KING® restaurants in the El Vallés Service Area is in line with the goal of finding new sales openings and a means of reaching an increasing number of customers. Moreover, each new opening will be a successful milestone in the company's development and growth in Spain, thanks to expert knowledge of offering traveller services as does Áreas”
Incorporation of Burger King, incorporation of new customer profiles
The specific commercial offer of each one of the service areas is adjusted to the profile of the visitors using them so that the new BURGER KING® restaurants in the El Vallés Service Area will meet the needs of commuters, on their way to work and back home every day. In the present case, the renovated El Vallés Service Area will include Il Caffè di Roma, a cafeteria, La Pausa, a brasserie and two Oxígeno shops and the aforementioned BURGER KING® restaurant.
This BURGER KING® restaurant will be able to cater for more than 100 covers and will employ 20 or so people. Expected first year earnings are €1.2 million.
During its first opening days, this facility showed how consumer habits in the Service Area world changed dramatically when the concept provided included a burger, backed by the widespread renown of Burger King: The low average age of customers has resulted in the evening/night period being the busiest at the Auto King – a customer drive-in service is turning out to be a particularly popular solution, widely accepted and generating more than one quarter of the sales.
For more information : www.areas.es
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