Burger King started with one restaurant in Miami in 1954 and now the corporation and its franchisees operate more than 11,400 restaurants in all 50 states and 57 countries and territories around the world, with 91% of BURGER KING(R) restaurants owned and operated by independent franchisees. Since the company's founding in Miami in 1954, the Burger King brand has become recognized for the great taste of FLAME-BROILING, HAVE IT YOUR WAY(R) and the WHOPPER(R). In fiscal year 2002, ending June 30, 2002, the BURGER KING(R) system had system-wide sales of$11.3 billion. Burger King Corporation is owned by the equity sponsor group comprised of Texas Pacific Group, Goldman Sachs Capital Partners and Bain Capital.
Case Study Questions
Describe and Evaluate Burger King's Merchandising Philosophy.
Burger King's decision to innovate its product is an attempt to increase sales figures and their customer base. Most importantly, by introducing tie in film products and new menu items such as a chicken whopper and then egg'wich muffin, their aim is to leverage their 'HAVE IT YOUR WAY'(R) equity by emphasizing a choice between these new items and the all-time favorites.
The Burger King Corporation philosophy holds that inclusiveness makes good business sense and is the right thing to do. Supplier diversity is the key as they move toward their ultimate business goal - to make Burger King Corporation the quick service restaurant of choice for their customers and business partners alike.
Creating a new way of supplying nutritional information was prompted by a desire to make nutritional information more approachable and useful for Burger King Guests. BK has developed a poster which focuses on nutritional choice, providing the flexibility to address Guest eating strategies that monitor fat, carbohydrate or caloric intake. It's another way that BK reflects their commitment to helping consumers enjoy their products...