Klaus

Schmäing

Director Marketing at Burger King® Deutschland GmbH

Klaus Schmäing has been responsible for Burger King®'s marketing and commercial operations in Germany as Director Marketing since August 2018. Under his leadership, Burger King® was able to reposition as a brand: A premium platform was introduced with King's Selection and the digital sales channels were expanded. Klaus Schmäing has made Burger King® the plant-based pioneer in the German system gastronomy and, among other things, opened the world's first plant-based Burger King® restaurant. Since July 2022, every beef burger can also be ordered with a plant-based patty.

Previously, he was responsible for local brands in Germany at the fourth-largest brewery group in the world - Carlsberg. After studying business administration, he spent almost ten years in the service of consumer goods manufacturer Beiersdorf. Here he held various positions in marketing and sales both in Germany and abroad.

My Session

My Sessions

Virtual New Food Conference, 
New Food Conference Cologne, 
Virtual New Food Invest, 
Main Stage
 at 
3:45 pm
 – 
4:15 pm
The flexitarian revolution: How meat alternatives can transform mainstream consumer behaviour
Chances, challenges, and change
Virtual New Food Invest, 
Virtual New Food Conference, 
New Food Conference Cologne, 
 at 
 – 
Virtual New Food Invest, 
Virtual New Food Conference, 
New Food Conference Cologne, 
 at 
 – 
Virtual New Food Invest, 
Virtual New Food Conference, 
New Food Conference Cologne, 
 at 
 –