Case Study: Burger King’s Whopper Sized Portions
Submitted on: September 20, 2010 1. BACKGROUND OF THE CASE
Burger King is one of the leading fast-food companies in America, especially with what their name suggests – burgers. However, in the present day where there is a sudden “boom” in the choice of eating healthier food, a lot of the fast-food companies in America were pressured to change or modify their products in order to keep their customers. Surprisingly, Burger King refused to be part of the change and kept expanding their product line with more unhealthy but flavorful burgers and snacks and eve upsized the servings calling them “Whopper-sized” or simply “Whoppers”. Despite that, Burger King still managed to retain their market share which is approximately 49% of the regular fast-food goers in America. The case problem focuses on Burger King’s market and their response towards what their market wants.
2. TIME CONTEXT
This case study was noted on 2006.
3. VIEWPOINT
After reading the case problem we were fascinated as to how Burger King’s stubbornness to join the healthy food trend still kept them at the top of the leader-board in terms of customer loyalty capturing 49% of the regular fast food goers. As students studying this case problem we were baffled as to the rewards reaped by Burger King when they refused to change their product line to meet the growing wants of healthy foods, but at the same time we searched for ways in which this strategy could backfire and result in a decline in their market share.
4. PROBLEM IDENTIFICATION
Immediate Problem:
They have limited market. (18% of the population is regular fast – food eaters)
Intermediate:
Burger King alienated other customers.
Root Problem:
Burger King only focuses on one essential market, their “Super Fans”.
5. SETTING OBJECTIVES
a. To discuss about the possible effects on the Burger King’s sales should they continue to focus on one essential market.
- Find out who their most valuable market is as of today.
- Find out the
Burger King is one of the leading fast-food companies in America, especially with what their name suggests – burgers. However, in the present day where there is a sudden “boom” in the choice of eating healthier food, a lot of the fast-food companies in America were pressured to change or modify their products in order to keep their customers. Surprisingly, Burger King refused to be part of the change and kept expanding their product line with more unhealthy but flavorful burgers and snacks and eve upsized the servings calling them “Whopper-sized” or simply “Whoppers”. Despite that, Burger King still managed to retain their market share which is approximately 49% of the regular fast-food goers in America. The case problem focuses on Burger King’s market and their response towards what their market wants.
2. TIME CONTEXT
This case study was noted on 2006.
3. VIEWPOINT
After reading the case problem we were fascinated as to how Burger King’s stubbornness to join the healthy food trend still kept them at the top of the leader-board in terms of customer loyalty capturing 49% of the regular fast food goers. As students studying this case problem we were baffled as to the rewards reaped by Burger King when they refused to change their product line to meet the growing wants of healthy foods, but at the same time we searched for ways in which this strategy could backfire and result in a decline in their market share.
4. PROBLEM IDENTIFICATION
Immediate Problem:
They have limited market. (18% of the population is regular fast – food eaters)
Intermediate:
Burger King alienated other customers.
Root Problem:
Burger King only focuses on one essential market, their “Super Fans”.
5. SETTING OBJECTIVES
a. To discuss about the possible effects on the Burger King’s sales should they continue to focus on one essential market.
- Find out who their most valuable market is as of today.
- Find out the