Essay
Report for Burger King case
A. Organization Background 1. History and Overview
Burger King was founded in 1954 by James McLamore and David Edgerton in Miami, Florida, USA.The signature Whopper® sandwich was introduced in 1957 and became famous.Since June 20th ,2012, they had changed the name to Burger King Worldwide, Inc. andlisted their share in New York Stock exchange under the symbol “BKW”.
Burger King is the world’s second largest fast food restaurant, which mainly competes against McDonald’s, Wendy’s and Hardee’s restaurant.
Key people of Burger King are Alexandre Behring (chairman), Bernardo Heesand (CEO) Ben K. Wells (CFO).
It follow the franchise operations, with 12,000 restaurants worldwide, 90% of them is franchised, 10% is corporated. 2. Products
Burger King’s restaurants are served fast food such as grilled hamburger, chicken, sandwiches, French fries, soft drinks, dessert, salads,…Their services toward wide ranges of customers with diversified menu… The Whooper sandwich was introduced in 1957 and became the focus of advertising campaign.
Burger King also diversified their menu by bringing localized versions of its products to get adapted to regional taste , religions or cultures.
The company had redesigned a new packaging in ways of communicating to customers such as molded HDPE plastic with funnel-shape bottom, sniglet-type name…
Burger King has beverage contract with Coca Cola and Dr Pepper Snapple Group for North American’s market, coffee contract with Seattle’s Best for North America. 3. Customers
Burger King has various range of customers, from children, teen, to adults…With every kind of customer, Burger King has its own menus to serve. They have Kids Club Meal for kids , Big Kids Meal for tween, BK Chicken Fried finger for on-the-go parents and commuters, Steakhouse XT for adults, BK Veggie for female and vegetarians …with appropriate marketing strategies. B. Organization Structure 1. Organization chart
A. Organization Background 1. History and Overview
Burger King was founded in 1954 by James McLamore and David Edgerton in Miami, Florida, USA.The signature Whopper® sandwich was introduced in 1957 and became famous.Since June 20th ,2012, they had changed the name to Burger King Worldwide, Inc. andlisted their share in New York Stock exchange under the symbol “BKW”.
Burger King is the world’s second largest fast food restaurant, which mainly competes against McDonald’s, Wendy’s and Hardee’s restaurant.
Key people of Burger King are Alexandre Behring (chairman), Bernardo Heesand (CEO) Ben K. Wells (CFO).
It follow the franchise operations, with 12,000 restaurants worldwide, 90% of them is franchised, 10% is corporated. 2. Products
Burger King’s restaurants are served fast food such as grilled hamburger, chicken, sandwiches, French fries, soft drinks, dessert, salads,…Their services toward wide ranges of customers with diversified menu… The Whooper sandwich was introduced in 1957 and became the focus of advertising campaign.
Burger King also diversified their menu by bringing localized versions of its products to get adapted to regional taste , religions or cultures.
The company had redesigned a new packaging in ways of communicating to customers such as molded HDPE plastic with funnel-shape bottom, sniglet-type name…
Burger King has beverage contract with Coca Cola and Dr Pepper Snapple Group for North American’s market, coffee contract with Seattle’s Best for North America. 3. Customers
Burger King has various range of customers, from children, teen, to adults…With every kind of customer, Burger King has its own menus to serve. They have Kids Club Meal for kids , Big Kids Meal for tween, BK Chicken Fried finger for on-the-go parents and commuters, Steakhouse XT for adults, BK Veggie for female and vegetarians …with appropriate marketing strategies. B. Organization Structure 1. Organization chart
References: * http://franchises.about.com/od/financing/a/ease-financing.htm * 1989 RIMS Research Award Competition; Donald Herbstman - Director of safety and risk management for Burger king. * http://www.bk.com/cms/en/us/cms_out/digital_assets/files/pages/BK_CR_Report_People.pdf * http://en.wikipedia.org/wiki/Burger_King