burger king

Topics: Burger King, Fast food, Hamburger Pages: 17 (3398 words) Published: December 2, 2014
Executive Summary
Burger King Worldwide, Inc. (“BKW”, the “Company” or “we”) is a Delaware corporation formed on April 2, 2012 and the indirect parent of Burger King Corporation (“BKC”), a Florida corporation that franchises and operates fast food hamburger restaurants, principally under the Burger King® brand. Burger King is the world’s second largest fast food hamburger restaurant, or FFHR, chain as measured by the total number of restaurants. As of December 31, 2012, Burger King owned or franchised a total of 12,997 restaurants in 86 countries and U.S. territories. Of these restaurants, 418 were Company restaurants and 12,579, or approximately 97% of all Burger King restaurants, were owned by our franchisees. Our restaurants are limited service restaurants that feature flame-grilled hamburgers, chicken and other specialty sandwiches, french fries, soft drinks and other affordably-priced food items. We believe our restaurants appeal to a broad spectrum of consumers, for appealing to different customer groups. During their more than 50 years of operating history, we have developed a scalable and cost-efficient quick service hamburger restaurant model that offers customers fast, delicious food at affordable prices. Burger King generates revenues from three sources: (1) franchise revenues, consisting primarily of royalties based on a percentage of sales reported by franchise restaurants and fees paid by franchisees, (2) property income from properties that we lease or sublease to franchisees and (3) retail sales at Company restaurants. Burger King believe that they can deliver value to our shareholders and enhance the Burger King brand by focusing our efforts on the stewardship of our brand. We currently have a higher percentage of franchise restaurants than our major competitors in the FFHR category, and their goal is to transition to a nearly 100% franchised business model. We believe that our franchise-dominated business model will increase their profitability and cash flow since the capital required to expand their restaurant portfolio and re-image and maintain existing Burger King restaurants will principally be provided by their franchisees. Furthermore,we believe that our shift away from significant restaurant ownership will permit us to focus on narrowing the average restaurant sales gap with our peers, through menu innovation, franchisee operational support and brand development. Vision Statement

We proudly serve the best burgers in the business, plus a subvariety real, authentic foods…all freshly prepared…just the way you want it. Mission Statement
"We will prepare and sell quick service food to fulfill our guests needs more accurately, quickly, courteously, and in a cleaner-environment than our competitors. We will conduct all our business affairs ethically, and with the best employees in the mid-south Malaysia’s Operator

In December 1997, BURGER KING® entered to Malaysia with a different management group that operates under a new franchisee that is Cosmo Restaurants Sdn. Bhd. The first restaurant was located at Overhead Bridge Sg. Buloh. It was officiated by our former Prime Minister i.e. Y.A.B Tun Dr. Mahathir Mohamad.

There are currently, three franchise holders in Malaysia. The largest operating restaurant is manage by Cosmo Restaurants Sdn. Bhd. While outlets located in KLIA are under the management of Dewina Hosts Sdn. Bhd, outlets in Sabah are operated by another franchisee, Living Bread Sdn. Bhd.

Marketing Mix
Product
As a fast food hamburger restaurant (FFHR) chain, Burger King produces, hamburgers, cheeseburgers as well as fries, salads, hash browns, onion rings, coffee, juice, shakes, cookies and pies. Burger King sets itself apart from competition with its “have it your way” theme which allows individualize each orders with many options including fries or onion rings, cheese, bacon, mustard, ketchup, mayonnaise, lettuce, tomato, pickles, and onion. Burger King has signed a licensing deal...

References: http://www.ukessays.com/essays/marketing/burger-king-company-report-and-summary-marketing-essay.php#ixzz2bgf2HZBw
http://www.burgerking.com.my/index.php?ch=bk_my_en
Abraham C. S., 20. Strategic Planning: A practical Guide for Competitiveness Success. Emerald Group Publishing: Bingley.
Bensoussan E. B., Fleisher S. C. (2008). Analysis without paralysis: 10 tools to make better Strategic decisions. USA: Pearson Education Ltd.
http://www.marketingteacher.com/case-study/burger-king-case-study.html
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