burger king marketing & employee motivation strategy.

Topics: Motivation, Qualitative research, Sampling Pages: 11 (2908 words) Published: December 1, 2014




This research deals that how Burger King (BK) following the procedures to motivate the Employees, how these procedures helps in achieving the objectives of Burger King and influences the objectives. Hamburger is a parent company of Burger King and it is operating worldwide. Headquarter of Burger King is situated in Florida, U.S.A. It was first established as Insta Burger King in 1953. Due to tough external environment of Insta Burger King, it faces financial problems and in 1954 its franchises were sold and its name was changed as Burger King.

At the end of 2013 it was reported by Burger King that it has over 13000 franchises operating in 79 countries out of which large amount of franchises operating in United States, almost 66% in United States. Burger King has almost 40 subsidiaries that are operating under the management of different countries, their operations, financial matters and production are controlled by the management of those Countries. (Burger King Corporation, 2013).

Franchises of Burger King are mostly privately owned by the businessman and they followed the SOPs given by the Burger King Company (Christina, 2011). A holders of Burger King franchises has to follow the strict obligations and duties given by the Burger King; it includes designs of a company, internal and external appearance, brand standards, quality and serving of food, training programs and employee compensation plans (Jonathan, 2011). Burger King is giving license to the operators and administrators of stores to run the franchises of Burger King in North America (Elizabeth, 2006). Now Burger King is working in many countries. It is using many promotional techniques as well. It has fan page on a social media called Facebook. Moreover it has an account on twitter as well. Burger King has a large variety in its menu including burgers, fries, pan cakes, shakes etc.

Burger King says that their employees are the vital part of their organization. Employees are the main assets of a company because they face the customers, deals with them and provide services and products to the customers. To get good results of this employee and customer relationship, Burger King has set rules to give Professional training to the employees so that employees should use their abilities to get the desired goals of Burger King. Not only trainings but Burger King is also investing on career development of employees by giving them a chance to work in different departments and giving a chance to the employees to polish their skills and competencies by attending different seminars. Feedback from employees is very important in bringing the positive changes in the Company, Burger King also follows this rule and they encourage their employees to do open communication with the top management. In this way satisfaction of employees increases and they are free to use any mode of communication, which includes videos calls, meetings, Emails, voice mails etc.

Burger King motivates its employees with different rewards to engage them in the progress of the organization. When staff works hard and continuously makes a positive difference to the company. Employee achievement awards given to the employees working with the Burger King more than five years and these awards are given to the employees after every five years and reached up to fifty years. There are other programs and awards as well that are given to the employees at both management and lower level to motivate the employees.


The research purpose is to see how motivation of workers is being maintained by the organization. For this purpose Burger King is selected. This research will help in starting new studies in this field so that the new researchers will investigate that how the motivation of employees results in the success of company, company's...
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