This website uses cookies to ensure you have the best experience. Learn more

Burger King Essay

1103 words - 5 pages

McDonalds VS. Burger King
The predecessor to what is now the international fast food restaurant chain Burger King was founded in 1953 in Jacksonville, Florida, as Insta-Burger King. Inspired by the McDonald brothers' original store location in San Bernardino, California, the founders and owners, Keith J. Kramer and his wife's uncle Matthew Burns, began searching for a concept to open a new restaurant around. After purchasing the rights to two pieces of equipment called "Insta" machines, the two opened their first stores around a cooking device known as the Insta-Broiler. The Insta-Broiler oven proved so successful at cooking burgers, they required all of their franchises to carry the ...view middle of the document...

One of his initiatives was a new advertising campaign featuring a series of attack ads against its major competitors, the resulting advertising ushered a competitive period between the top burger chains known as the Burger Wars. Brinker left the company in 1984 to take over Dallas-based gourmet burger chain Chili's.
While the efforts of the two men were initially effective, after their respective departures Pillsbury allowed many of their changes to be relaxed or discarded while scaling back on construction of new locations. These actions had the negative effect of stalling corporate growth and a return to declining sales. This decline eventually resulted in Burger King falling into a fiscal slump that damaged the financial performance of both Burger King and its parent; this poor operating performance and ineffectual leadership continued to bog the company down for many years. Even after Pillsbury was acquired in 1989 by the British entertainment conglomerate Grand Metropolitan, Burger King's financial performance lingered.
Initially Grand Met attempted to bring the chain top profitability under newly minted CEO Barry Gibbons; the changes he initiated during his two-year tenure were hit or miss. Successful new product introductions and product tie-ins with the Walt Disney Company were offset by continuing image problems and ineffectual advertising programs. Additionally, Gibbons sold off several of the company's assets in attempt to profit from their sale and terminated many staff members. After Gibbon's departure, a series of CEO each tried to repair the brand by changing the menu, bringing in new ad agencies and other changes.
The parental disregard of the Burger King brand continued through Grand Metropolitan's merger with Guinness in 1997, when the two organizations formed the new holding company Diageo. Eventually, the ongoing, systematic institutional neglect of the brand through the string of owners damaged the company to the point where major franchises were driven out of business and its total value was significantly decreased. Diageo eventually decided to divest itself of the money-losing chain and put the company up for sale in 2000.
The twenty-first century saw the company return to independence when it was purchased from Diageo by a group of investment firms led by TPG Capital for$1.5 billion (USD) in...

Other Papers Like Burger King

Burger King Marketing Analysis

1679 words - 7 pages Dan Madden Engl 202d Company Profile 9/16/14 In 1954 David Edgerton and James McLamore purchased a fledgling burger shop that could not seem to make a name for itself, called Insta-Burger King. Immediately the two new owners renamed the establishment Burger King. For the first few years Burger King struggled to compete with their competitors, namely McDonalds, but slowly started to gain more and more popularity. If a person were to fast

Burger King Consumer Behavior Essay

3842 words - 16 pages Content 1.0 Introduction…………………………………………………………………..2 2.1 Burger King Background……………………………………………..2 2.0 Psychological factors………………………………………………………...3 2.1 Perception……………………………………………………………...3-4 2.2 Consumer learning and Memory………………………………………...5 2.2.1 Consumer Learning………………………………………………...5 2.2.2 Consumer Memory…………………………………………………6 2.3 Motivation………………………………………………………………..7 2.4 Attitude…………………………………………………………………..8 2.5

Burger King Gap Analysis

3222 words - 13 pages Burger King’s History – Burger King was founded in 1954 in Miami, Florida.   The corporation was initiated by James McLamore and David Edgerton.   Prior to starting Burger King James and David had been deeply involved in the restaurant business. Their main idea for the restaurant was center around a place that people would come to and get the best quality food.   They also wanted the experience to be in a pleasant atmosphere. Burger King

Burger King Case Analysis

1525 words - 7 pages Burger king is the second largest fast food hamburger chain in the world with more than 12,174 restaurants across 76 countries 60% of which are located in the US & 90% of its restaurants are franchised. By looking at the industry, we can see that Burger king is operating within the fast food hamburger (FFHR) category of the quick service restaurant in the restaurant industry. Sales for the FFHR has been growing rapidly (with a total of 30% over

Burger King Corporation, Strategic Analysis

1824 words - 8 pages Burger King Corporation Burger King actually started in 1953 Jacksonville, Florida as the Insta- Burger King restaurant. Then in 1954 the company was having financial problems and two franchises James McLamore and David Edgerton, purchased the right to operate the chain and change the name to Burger King. Burger King's mission, vision, and values: The vision of McLamore and Edgerton when they purchase the Burger King restaurant the concept

Burger King Beefs Global Operations

1998 words - 8 pages Scholarly Activity 2 "Burger King Beefs Up Global Operations" Henry E. Jerkins Columbia Southern University International Business Professor Yvonne Balbin February 23, 2013 1 1. What is Burger King’s core competency? How does it relate to its chosen strategy? Burger King's core competency is the fact that they are the world's largest flamed-broiled fast food restaurant

Management and Leadership of Burger King

748 words - 3 pages , reversibility and ethics. The final step of an effective decision-making process is the implementation and monitoring of the chosen solution (2006-2010). References Bateman, T. S., & Snell, S. A. (2009). Management: Leading & Collaborating in a Competitive World, Eighth Edition. Burger King. (2010). Burger King - Investor Relations - Overview. Retrieved from http://Investor.bk.com/phoenix.zhtml?c=87140&p=irol-irhome Cowie, K. (2008). The HR

Burger King Case Study: Obesity Concerns Product Revamp

789 words - 4 pages resentment on a large scale. Like other fast food companies in the US, burger king was also sued for making Americans obese with its fatty foods. Although the lawsuits were dismissed later, the companies realised the importance of assuming a “healthier” image. It initiated its efforts to makeover its menu by introducing a new line of low-fat-food items. It introduced its fresh baked baguette sandwich line with a value meal option of salad and bottled

Compare And Contrast Essay

1082 words - 5 pages Compare-and-Contrast Essay Juanita Stanberry Com 155 May 11, 2013 Benjamin Ovando In this essay I will be comparing the similarities and differences between Burger King and Dairy Queen. I will be covering the two restaurants styles, food types, what they are known for, and information about their establishment. I will be providing accurate and interesting facts about the two restaurants. I will also be providing information about

Fast Food Writeup

943 words - 4 pages CBS News, Nov 16, 2009 Burger King (BKC) stores are losing money on the company's $1 double cheeseburger promotion, according to a lawsuit filed last week by the National Franchisee Association. The franchisees say the product costs them at least $1.10 per sandwich, and they're challenging Burger King's right to dictate maximum prices. Last summer, Burger King asked its franchisees if they would support the temporary double cheeseburger

Burger Machine

1262 words - 6 pages evolved. Whenever we got hungry at wee hours, burger machine is an easy access. Despite a lot of chains specializing in burgers are within our area, burger king still remains there, i think nothing compares to childhood memories and cheap burgers. Though their patty nowadays is quite thin, they still manage to serve burgers fit for its price. * I miss Burger Machine's burger because I have not been to their place lately. But when I got the chance

Related Essays

Burger King Essay

619 words - 3 pages Burger King SITUATION ANALYSIS Over the past few years, Burger King, the Miami based fast food mega chain, has suffered from a decrease in sales, loss of share value, and a decrease in earnings. Burger King reported earnings of 36 cents per share for the fourth quarter of fiscal 2010, a decrease from 43 cents in the prior year. The company reported that revenue for the quarter was $623 million, which was 1% lower than in the fourth quarter of

Burger King Essay

1796 words - 8 pages Burger King Clint C. Commander MKT/421 February 25, 2014 Rick Wirth Burger King Burger King is a fast food burger company that has had its good and bad days. 1974 produces a slogan now known as “Have it your way.” At this time with a 4% share of the market, they were getting blown out of the water. Burger King's new ideas to have the consumer have their burger done the way they want it, rather than a run of the mill burger. Early on in

Burger King Essay

953 words - 4 pages Burger King: Promoting a Food Fight Questions: 1. What are Burger King’s communication objectives for its targeted audience? 2. With its focus on the “super fan” does BK risk alienating other customers? What are the implications of this? 3. Why is viral or buzz marketing effective? Analyze the design of the Subservient Chicken Web site’s message, including content, structure, and format. What can you conclude from this analysis? 4. Do the TV

Burger King Expands Internationally Essay

1004 words - 5 pages Burger King Expands Internationally Abstract This paper will explore the reasons why Burger King has decided to continue to expand internationally. Burger King is currently second in the fast food chain business that sells burgers, and its main competitor is McDonalds. This paper will look at the core competencies of Burger Kings, the advantageous and disadvantageous of expanding internationally. Burger King has incorporated a strategy