Alexandre Macedo
Analyst · Bank of America Merrill Lynch
Thanks, Daniel.
During the first quarter, despite severe winter weather impacting much of the U.S. and Canada, positive sales performance was driven by our continued focus on 2 priorities: one, delivering compelling value across multiple price points; and two, launching fewer, more impactful products that allow us to simplify in-restaurant operations and improve franchise profitability. We have had this strategy in place for almost 1 year now, and we believe consistency in menu and promotional activity is helping drive our improved performance.
During the first quarter, we were excited to launch the Spicy Original Chicken Sandwich and improve upon the BIG KING sandwich. The Spicy Original Chicken Sandwich was launched at the beginning of this quarter through our 2 for $5 promotion. And this spicy twist on our classic Original Chicken Sandwich delivers on 2 important fronts: building on our already popular chicken offerings, which continue to be an important category for our guests; and minimizing operational complexity. We believe that this type of product innovation is beneficial for our guests and our franchisees. Our guests can continue to expect exciting and bold additions to our menu, while our franchisees can continue to operate their restaurants without complex new procedures.
In addition to the Spicy Original Chicken Sandwich, we were excited to roll out the improved BIG KING sandwich. As it is our priority to deliver compelling value to our guests, we decided to make the BIG KING sandwich even bigger this quarter, giving our guests an even larger bite of our fire-grilled flavor. This sandwich continues to be a guest favorite, and we're excited to enhance it while maintaining simple operational procedures.
As Daniel mentioned earlier, another highlight this quarter was the launch of our KING DEALS value platform, which featured the Rodeo burger and the Rodeo Chicken sandwich. Both of the Rodeo sandwiches feature our signature barbecue sauce as well as our long-time favorite onion rings. While these sandwiches helped drive sales and traffic, they also delivered on our priority of simplifying restaurant operations, as their ingredients required no new additional components in our kitchens. We further expanded this compelling value into breakfast with the rollout of the KING DEALS breakfast value menu. This allowed us to drive traffic during the morning daypart, which we view as a major opportunity to increase restaurant sales and ultimately improve restaurant profitability. We continue to believe that a balanced marketing approach with refreshed value options in all layers of the menu is an effective strategy that will continue to help us improve upon and deliver positive comparable sales growth in the U.S. and Canada. Our focus for the remainder of this year will be to build on Q1's positive results while continuing to focus on improving our franchisees' profitability.
Moving on to Slide 10. Following the initial success of our integrated SATISFRIES marketing campaign, we were excited to partner with the NCAA as a corporate sponsor of the 2014 NCAA men's basketball tournament this quarter. The marketing campaign featured premiere TV spots during the entire tournament, in addition to media impressions on numerous websites, including Sports Illustrated, the Bleacher Report and the NCAA March Madness website, which millions of users used to watch the live games online. Building on our success in digital marketing innovation, we launched the March Madness-focused social media campaign with the slogan Watch Like a King. Our promotion over Twitter offered prizes to users that demonstrated the best reasons why they should get to win tickets to the Final Four so they could really get to Watch Like a King. The popularity of this social media campaign not only multiplied our BURGER KING Twitter account activity eightfold, but it also made us the most mentioned brand on Selection Sunday, in addition to making us the most mentioned corporate sponsor of the NCAA tournament through the duration of March Madness. We are encouraged by the success of this campaign, and we'll continue to evaluate future opportunities to keep our brand at the forefront of social media innovation in the QSR industry.
Turning to Slide 11. The reimaging component of our Four Pillars strategy continues to be a focus area, as it is a proven avenue for growing the AUVs of our restaurants. Our team continues to work hard on expediting construction and growing our remodel pipeline for the remainder of the year. As always, we will update you on the progress at year end, but we remain on track to hit our stated target of 40% of the U.S. system on the modern image by the end of 2015.
Moving on to Slide 12. Restaurant performance and guest satisfaction continue to be a focus as we work to promote consistency in restaurant operations to make sure our guests have the best experience possible and come back to our restaurants over and over again. To that end, we were excited to launch the Restaurant Excellence Visit program in Q1, a new operational initiative that builds off the success of the Coaches Program we launched in 2012. The Restaurant Excellent Visit program, or REV, has the same focus as our Coaches Program. Our coaches continue to make visits to restaurants, working side-by-side with our managers and crews to share best practices. In the new program, however, restaurant auditing and performance analysis is performed by outside specialists, which allows us to be even more objective in diagnosing performance. Coaches therefore can focus their efforts solely on improving the operations of each restaurant they visit, which we believe helps move the system closer to best-in-class operations. Even in its initial stages, the rollout of the REV program has achieved positive results. Guest satisfaction scores improved 6% versus the prior quarter, and we saw a 13% improvement in guest satisfaction within the drive-through speed-of-service category alone. Although there's still much to improve in our restaurant operations to make them best in class, we are pleased that our initiatives are improving system-wide operational consistency.
Now I will turn it back to Daniel, who will give you an update on our international development.