Hamburger and Target Market

Topics: Hamburger, Patty, Cheeseburger Pages: 4 (988 words) Published: August 8, 2008


This chapter represents the introduction, statement of the problem, objectives and scope and limitations of the study.

A burger is usually defined as a sandwich consisting of a bun, a ground meat patty and often other ingredients such as cheese, onion slices, lettuce and other condiments. The ingredients are often used in combination and are usually called a cheeseburger. Although the origin of the modern beef hamburger came from the Germans, many culinary historians consider the burgers to be primarily from an American concoction. The first burgers were made from various cuts of beef ground into a manageable paste but eventually there emerge different ground meats and vegetable mixtures that have earned the right to be called “burgers” even in their own distinctive taste. Today, there are dozens of variations on the basic meat patty served between two slices of bread.

Indeed through the years, the simple American meal called “burger” has transformed itself to an array of variations combining different ingredients to suite the taste of millions of people worldwide. Tony Tan Choking, who is the CEO of Jollibee which is considered as the one of the most popular fast-food chain in the Philippines, told in his interview for Business Week Asia that, “hamburgers, they appeal to any culture”. Taking to account that through this sumptuous dish, Jollibee was able to gain current status in the Philippine business.

At present the hamburger toppings may not vary much. Some toppings ramp up taste and may love variants of toppings like the bacon cheeseburger or the replacement of standard condiments (mayo, mustard, ketchup) with things like barbecue sauce. Arguments exist as to what condiments should exist on hamburgers, and also what other things a hamburger needs such as lettuce, tomatoes, onions and pickles.

There is no hard and fast rule that requires ingredients to be combined to the more familiar and...
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