Burger King

Topics: Burger King, Burger King foods, Whopper Pages: 58 (18233 words) Published: February 6, 2012
Table of Contents
Origin and genesis of the brand1
About 3G Capital5
Head Quarter8
Flame-Broiled Burgers17
Chicken Sandwiches21
Other Favorites22
Side Items25
Breakfast Menu39
BK® Breakfast Value Menu45
Fast Food Industry46
Yum! Brands52
KFC (global)52
Pizza Hut (global)53
Taco Bell (global)53
Porters five forces for fast food industry57
Threat of New Entrants57
Bargaining Power of Customers58
Bargaining Power of Suppliers58
Threat of Substitutes58
Rivalry Among Existing Firms58
Consumer Perception61
Customer Reviews62
Blog Pulse63
Conclusion on Consumer Feedback65
Brand Story66
Initial Start66
Attracting Kids with the Mascot (BURGER KING)67
Clash of ideas for positioning68
BKC’s New Marketing Strategy69
Focused Consumer Segmentation69
New Product Introductions70
New Approach to Brand Building (return of have it your way)71
The Subservient Chicken — BKC’s Viral Marketing Campaign73
Burger King Taps into the Social Networking Phenomenon76
BKC’s Other New Media Marketing78
Swot Analysis of Burger King82
Introduce more Vegetarian Varieties to the Menu to enter into indian market83
Introduce Frozen meals84

Origin and genesis of the brand
Burger King, often abbreviated as BK, is a global chain of hamburger fast food restaurants headquartered in unincorporated Miami-Dade County, Florida, United States. The company began in 1953 as Insta-Burger King, a Jacksonville, Florida-based restaurant chain. After Insta-Burger King ran into financial difficulties in 1955, its two Miami-based franchisees, David Edgerton and James McLamore, purchased the company and renamed it Burger King. Over the next half century the company would change hands four times, with its third set of owners, a partnership of TPG Capital, Bain Capital, and Goldman Sachs Capital Partners, taking it public in 2002. In late 2010 3G Capital of Brazil acquired a majority stake in BK in a deal valued at $3.26 billion (USD). At the end of fiscal year 2010, Burger King reported it had more than 12,200 outlets in 73 countries; of these, 66 percent are in the United States and 90 percent are privately owned and operated. BK has historically used several variations of franchising to expand its operations. The manner in which the company licenses its franchisees varies depending on the region, with some regional franchises, known as master franchises, responsible for selling franchise sub-licenses on the company's behalf. The Burger King menu has evolved from a basic offering of burgers, french fries, sodas and milkshakes in 1954, to a larger, more diverse set of product offerings. In 1957, the Whopper was the first major addition to the menu; it has since become Burger King's signature product. Conversely, BK has introduced many products which failed to catch hold in the marketplace. Some of these failures in the US have seen success in foreign markets, where BK has also tailored its menu for regional tastes. The 1970s were the "Golden Age" of Burger King advertising, but beginning in the early 1980s, the company's advertising began to lose focus; a series of less successful ad campaigns created by a procession of advertising agencies continued for the next two decades. The events by timeline are shown below.


About 3G Capital
3G Capital is a multi-billion dollar, global investment firm focused on long-term value creation, with a particular emphasis on maximizing the potential of brands and businesses. The firm and its partners have a strong history of generating value through operational excellence, board involvement, deep sector expertise and an...
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