Burger King's packaging innovations

While the economic climate could lead companies in the sector to cut back on the development of new packaging ideas, some, as Deanna Dixon Sievers, packaging manager at Burger King reveals to Packaging and Converting Intelligence (PCI), are pressing ahead with research and investment, in the pursuit of not only cost-efficiency, but also sustainability.

With a vast number of franchises and a high volume of sales, the fast food industry stands to gain a great deal from even small improvements in its packaging, whether the goal is to cut cost or to minimise the environmental impact of its business. While many of its customers might be feeling the pinch because of the economic downturn, some large brands in the sector feel that the right course of action is to keep innovation in packaging, as well as products, high on the agenda.

One of the brands sticking to its guns when it comes to packaging innovation is Burger King. Whether it is patenting new packaging designs such as the Frypod container or engaging in research in areas such as flexible packaging or innovative coatings, it clearly has a strategy designed to optimise its packaging portfolio.

The recession is a time for innovation, but you also need to focus on fiscal responsibility. It is a time to incorporate new materials, new technology and new designs for the existing product line for cost efficiency, but there also needs to be a focus on the long term,"says Deanna Dixon Sievers, packaging manager at Burger King.

"It is not our only approach to cost efficiency, but we have looked at packaging and packaging systems and how to save money for our franchises. Most of those changes are transparent to the customer,"she adds. As with any company that has a long-term approach to its packaging strategy, cost-efficiency is not the only driver.

Sustainability is also of great significance, leading Burger King to look at the environmental performance of the whole range of packaging materials that it uses (see right). Nevertheless, efforts to improve sustainability cannot come at the expense of other priorities, such as the quality of customer experience. "Sustainability is important, but it must be part of overall packaging design. We look at product quality, consumer-friendliness, sustainability and cost.