by Thinus Ferreira
It's really "May" the 4th, as in may - with Burger King South Africa that tells me it may get some more Star Wars Mandalorian mugs after what it had for a new global campaign sold out in just 2 days.
Burger King South Africa is experiencing consumer backlash just days after starting a new global
Star Wars tie-in promotion for the upcoming
Mandalorian and Grogu movie bafter it completely ran out of the R40 mugs sold as add-ons to Burger King meals.
After going on sale on last Monday, 27 April in South Africa and with the Burger King campaign still supposed to run for at least another month until 7 June, many potential Burger King customers are highly disappointed, angry and disillusioned after being turned away from Burger Kings across South Africa after just two days since Wednesday, 29 April, with the words "sold out".
Star Wars: The Mandalorian and Grogu opens in theatres in South Africa on 22 May, but South African consumers going to Burger King are out of luck if they want to buy the black Mandalorian or white Grogu mugs which cost R40, in addition to buying a meal.
The result is that potential Burger King customers simply leave without buying anything since they're not willing to buy the Burger King Galaxy Burger Meal, or the Mandalorian & Grogu Bounty Burger Meal, if they can't also buy the mugs.
In other words, it appears as if Burger King SA is going to struggle to move and sell any of these Mandalorian meals when counter or drive-thru assistants tell customers they have no mugs. Customers are going specifically to Burger King SA across South Africa for the mugs.
These mugs are part of Burger King SA's "adult" meals, but adults are buying them for themselves, as well as for kids.
Burger King SA also has King Jr. meals, which come with one of 8 collectible plastic - and very cute - figurines. These are not sold out.
Adding Star Wars mech to meals is actually Burger King's incentive to move and sell more meals - but not without the mugs.
Over the weekend, TVwithThinus phoned (not all of them have landline phone numbers) multiple Burger Kings across South Africa in various provinces using the contact details listed on googlemaps.
Every single Burger King, asked if they have Star Wars mugs, were very apologetic and said they're out and ran out very quickly.
"We only got two boxes," said Burger King in George at the Blue Route Mall.
It's not clear how many mugs are in a box, but it appears as if Burger King SA severely underestimated the demand among potential consumers and potential Burger King visitors and Star Wars fans in South Africa who are willing to fork out R40 for these mugs.
Another Burger King said "we have no idea if we will get more boxes". Another Burger King said it was "hopeful" that more would be delivered. "It took us by surprise. The people really wanted them". A Burger King in Port Elizabeth said "we're hoping we get another delivery on Monday".
While the campaign has been extremely successful for Burger King SA and The Walt Disney Company Africa licensing Star Wars to Burger King for the promotion, it is now also true that it is causing widespread disappointment and frustration.
By Monday afternoon Burger King was still marketing the mugs and other Star Wars Mandalorian collectibles, although creating an expectation of something it is unable to fulfil once a potential customer arrives at a Burger King SA franchise and wants to buy a mug.
It's not clear how many of the mugs Burger King SA received in total to sell as the add-on in South Africa, similar to what Burger King is doing in 70 countries with this promotion.
Some customers are also saying they don't believe that all of the Burger Kings across South Africa even got the mugs inventory. These real ceramic mugs at R40 are significantly cheaper in South Africa than most licensed Star Wars merchandise found at major retailers.
Burger King SA originally said that the mugs and plastic figures would be a "while stocks last" promotion, with no plans for a restock.
Noma Maganisa, Burger King SA spokesperson, told TVwithThinus on Monday morning in response to a media query about the lack of mugs that Burger King SA "is currently about
98% out of stock".
"We are awaiting confirmation from our supply chain team on whether we
will receive an additional batch. As the campaign runs until
7 June,
we are hopeful that more stock may arrive; however, we are unable to
make any guarantees at this stage due to ongoing shipment delays
affecting imported items."