Burger King

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Burger King Beefs Up Global Operations

Gregory Peavy

Columbia Southern University

Burger King is the world's largest flame- broiled fast food restaurant chain. The first Burger King was called” Insta Burger King” opened in 1954 in a Miami, Florida suburb. In 2009 burger king operated about 12,000 restaurants in all 50 states and in 74 countries and U. S. territories worldwide through a combination of company owned and franchised operations. About 90 percent of Burger King Restaurants are independent franchises. Burger king employed nearly 400,000 people worldwide. Burger King has won several awards including being named one of the top 100 Global Brands by Inter-brand.

Burger king core competencies are those capabilities that are critical to their business achieving competitive advantage. They include technical/subject matter know how, a reliable process and a close relationship with customers and suppliers. It also includes product development or culture.

Burger King expanded internationally but later than its competitor. This resulted in both advantages and disadvantages. A late entry is a disadvantage in very small markets because there are very few adequate suppliers. In large markets a late entrant may have an advantage because the earlier fast food competitor have built a demand for fast food and have created a supply infrastructure. Burger king has been able to concentrate almost entirely on emphasizing its product without incurring the early developmental costs.

Many local companies learned from the success of foreign fast food companies and changed their menus to appeal to local tastes. Burger King’s foreign restaurant market accounts for over 24 percent but only 13 percent is accounted revenue. Burger King Headquarters is located In Miami because a great number of people are from the Caribbean and Latin American come to Miami. This helps Burger King to gain acceptance, recognition in...
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