Burger King ( BK ) is a chain of American global hamburger fast food restaurants. Headquartered in an unrelated area of ​​Miami-Dade County, Florida, the company was founded in 1953 as Insta-Burger King , a chain of restaurants based in Jacksonville, Florida. After Insta-Burger King had financial difficulties in 1954, two of Miami's franchises David Edgerton and James McLamore bought the company and named it "Burger King ". Over the next half century, the company will change hands four times, with its third group of owners, TPG Capital, Bain Capital, and Goldman Sachs Capital Partners partnerships, taking it publicly in 2002. By the end of 2010, the 3G Capital of Brazil acquired a majority stake at the company, in a deal worth US $ 3.26 billion. The new owner immediately starts a corporate restructuring to reverse his fortunes. 3G, along with Berkshire Hathaway partners, eventually merged the company with a Canadian-based donut chain, Tim Hortons, under the new Canadian-based holding company called Restaurant Brands International.
The 1970s was the "Golden Age" of corporate advertising, but beginning in the early 1980s, Burger King's ads began to lose focus. A series of unsuccessful ad campaigns created by the ad agency procession continued for the next two decades. In 2003, Burger King hired a Miami-based advertising agency, Crispin Porter Bogusky (CP B), which completely rearranged its advertising with a series of new campaigns based on the redesigned Burger King character dubbed "The King", accompanied by the new. online presence. Although very successful, some CP B ads are ridiculed for being considered sexism or cultural insensitivity. Burger King's new owner, 3G Capital, then ended the relationship with CP B in 2011 and moved his ad to McGarryBowen, to start a new, product-oriented campaign with expanded demographic targeting.
The Burger King menu has grown from the basic offer of burgers, fries, sodas, and milkshakes to a larger and more diverse range of products. In 1957, "Whopper" became the first major addition to the menu, and has been a Burger King flagship product ever since. In contrast, BK has introduced many products, which failed to catch on the market. Some failures in the United States have seen success in overseas markets, where BK also adjusts the menu for regional tastes. From 2002 to 2010, Burger King aggressively targets 18-34 demographic men with larger products that often carry large amounts of unhealthy trans fats and fats. This tactic will ultimately undermine the company's financial foundations, and negatively impact its earnings. Beginning in 2011, the company began to move away from men's previously men-oriented menus and introduced new menu items, product reformulation and packaging, as part of the company's current 3G Capital owner restructuring plan.
As of September 30, 2016, Burger King reported having 15,243 stores in 100 countries. Of these, nearly half are located in the United States, and 99.5% are privately owned and operated, with new owners moving to almost all franchise models by 2013. BK has historically used a variety of franchises to expand its operations. The manner in which the company franchises license varies depending on the region, with some regional franchises, known as franchise masters, responsible for selling sub-licenses of franchises on behalf of the company. Burger King relationship with franchise is not always harmonious. The occasional conversation between the two has caused many problems, and in some cases, the relationship between the company and its licensors has turned into a precedent-setting court case. Australian Burger King's franchise, Hungry Jack's is the only franchise that operates under a different name, due to trademark disputes and a series of legal cases between the two.
Video Burger King
Histori
Burger King's predecessor was founded in 1953 in Jacksonville, Florida, as Insta-Burger King. After visiting the original McDonald brothers store location in San Bernardino, California, the founders and owners (Keith J. Kramer and his uncle Matthew Burns), who had bought the rights to two equipments called "Insta-machines", opened their first restaurant. Their production model is based on one of the machines they get, an oven called "Insta-Broiler". This strategy proved so successful that eventually they required all their franchises to use the device. After the company faltered in 1959, it was purchased by Miami, Florida, franchisees, James McLamore and David R. Edgerton. They started the company's chain restructuring, first renaming the Burger King company. They run the company as an independent entity for eight years (eventually progressing to more than 250 locations in the United States), before selling it to Pillsbury Company in 1967.
Pillsbury's management tried several times to restructure Burger King during the late 1970s and early 1980s. The most notable change occurred in 1978 when Burger King hired McDonald's executive Donald N. Smith to help change the company. In a plan called "Operation Phoenix", Smith restructured the company's business practices at all levels of the company. Changes include an updated franchise agreement, a broader menu, and a new standard restaurant design. Smith left Burger King for PepsiCo in 1980 shortly before the overall sales decline.
Pillsbury Restaurant Operations Executive Representative Norman E. Brinker was charged with changing the brand, and strengthened his position against his main rival, McDonald's. One of his initiatives is a new ad campaign featuring a series of ad attacks against his main competitor. The campaign started a competitive period between Burger King, McDonald's, and the top burger chain known as the Burger War. Brinker left Burger King in 1984, to take over a gourmet burger chain based in Dallas, Chili's.
Smith and Brinker's efforts were initially effective, but after each departure, Pillsbury relaxed or dumped many of their changes, and lowered back to the construction of a new location. This action hampered the growth and the company's sales declined again, eventually resulting in a destructive fiscal slump for Burger King and Pillsbury. Poor operation and ineffective leadership continue to undermine the company for years.
Pillsbury was eventually acquired by the British entertainment conglomerate Grand Metropolitan in 1989. Originally, the Grand Met sought to bring the top profits under the new leadership of Barry Gibbons; the changes he started during his two-year term have mixed results, as the successful introduction of new products and tie-ins with The Walt Disney Company is offset by continuing image problems and ineffective advertising programs. In addition, Gibbons sold some of its assets to profit from their sales and laid off many of its staff members.
After Gibbon's departure, a series of CEOs each tried to improve the company's brand by changing menus, including new ad agencies and many other changes. The parental neglect of the Burger King brand continued with the Grand Metropolitan merger with Guinness in 1997 when the two organizations formed Diageo's parent company. Finally, the ongoing systematic institutional negligence of the brand through a series of owners destroys the company to the point where the main franchise is driven out of business, and its total value declines significantly. Diageo finally decided to break away from the money-busting 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 companies led by TPG Capital of US $ 1.5 billion in 2002. The new owners quickly moved to revitalize and reorganize the company, culminating in a company that made public in 2006 with a very successful initial public offering. The company's strategy to change the chain includes new advertising agencies and new advertising campaigns, a revamped menu strategy, a series of programs designed to transform individual stores, a new restaurant concept called BK Whopper Bar , and a new design format called 20/20 . These changes managed to restore the company's energy, leading to a favorable quarterly score. However, despite the success of new owners, the impact of the 2007-2010 financial crisis weakened the company's financial outlook while its closest competitor McDonald's grew. The falling value of Burger King eventually caused TPG and its partners to renounce their interest in the chain in sales of US $ 3.26 billion to 3G Capital of Brazil. Analysts from UBS finance companies and Stifel Nicolaus agree that 3G should invest heavily in the company to help reverse its fortunes. After the deal is complete, the company's shares are removed from the New York Stock Exchange, ending a four-year period as a public company. Its stock delisting is designed to help the company improve its fundamental business structure and continue to work to close the gap with McDonald's without having to worry about the delightful shareholders. In the US domestic market, the chain has fallen to third place in terms of selling the same store behind Wendy's based in Ohio. This decline is the result of 11 consecutive quarters of the same store sales decline.
In August 2014, 3G announced that it plans to acquire Canadian restaurant and coffee shop Tim Hortons and combine it with Burger King with support from Warren Buffett's Berkshire Hathaway. Both chains will maintain a separate post-merger operation, with Burger King remaining at its headquarters in Miami. Representative Tim Hortons stated that the proposed merger would allow Tim Hortons to utilize Burger King's resources for international growth. The combined company will become the third largest international fast food chain. The deal sparked controversy over the practice of a tax reversal, in which a company lowered the amount of taxes it paid by moving its headquarters to a tax haven, a lower-level country but retaining most of their operations at a previous location. As an example of a well-known tax inversion, the news of the merger was criticized by US politicians, who felt that the move would result in a loss of tax revenues for foreign interests, and could result in further pressure from the government against inversion.
Maps Burger King
Structure and operation
Burger King Holdings is the parent company of Burger King, also known as Burger King Corporation and abbreviated as BKC, and is a Delaware company formed on July 23, 2002. A subsidiary, earns its revenues from several sources, including rental property and sales through its corporate restaurant ; however, most of its revenue depends on the cost of the franchise. During the transition period following the acquisition of the company by 3G Capital, Burger King's board of directors is co-chaired by John W. Chidsey, former CEO and chairman of the company, and Alex Behring, managing partner of 3G Capital. In April 2011, new ownership completed the management restructuring of Burger King and Chidsey companies submitted their resignation, leaving Behring as CEO and chairman.
The Company operates approximately 40 subsidiaries globally that oversee franchising operations, acquisitions and financial obligations such as retirement. One example of a subsidiary is Burger King Brands, Inc. who is responsible for Burger King's intellectual property management. A wholly owned subsidiary established in 1990, Burger King Brands owns and manages all trademarks, copyrights and domain names used by restaurants in the United States and Canada. It is also responsible for providing related marketing and services to the parent company.
In 2011, the majority of Burger King restaurants, about 90%, are private franchises. In North America, Burger King Corporation is responsible for store licensing and store management. Internationally, companies often partner with others to operate the location or will immediately sell operational and administrative rights to the franchisee who is assigned a master franchise appointment to the region. Master franchise will then be expected to sublicense new stores, provide training support, and ensure operational standards are maintained. Instead of oversight responsibility, the master franchise will receive administrative and advertising support from Burger King Corporation to ensure a common marketing scheme. The ownership group of 3G Capital announced in April 2011 that it would start to release itself from many of the company's owned locations with a view to increasing the number of privately owned restaurants to 95%. By 2016, the percentage of privately owned Burger King companies grew to 99.5%.
As the franchisor for the brand, Burger King Holdings has several obligations and responsibilities; the company designs and deploys the company's training system while overseeing brand standards such as the design and appearance of the building. The company also develops new products and distributes them after presenting them to the franchise to obtain approval per 2010 agreement between itself and the franchise ownership group. Burger King has limited approval of franchise operations such as minimum operating hours and promotional pricing. In addition, Burger King appoints recognized vendors and distributors while ensuring safety standards at its vendor's production facilities.
Burger King is headquartered in a nine-story office tower by Miami International Airport in Miami-Dade County, Florida. Elaine Walker of Miami Herald states that the headquarters has a "Burger King" sign that the driver on State Road 836 "can not miss". In addition, his plans to build a neon sign on the roof to advertise the brand to passengers who land at the airport. On Monday 8 July 2002, 130 employees began working at Burger King headquarters with the rest moving gradually in August 2002. Before moving to his headquarters in 2002, Burger King had considered moving from the Miami area to Texas; Miami-Dade County politicians and leaders lobbied against this, and Burger King stayed behind. In August 2014, the future of Miami's headquarters at the company was again in doubt as it emerged that Burger King was talking about buying Canadian chain Tim Hortons, with the intention of relocating its headquarters to Canada where the corporate tax rate was lower. The merger between Burger King and Tim Hortons created the fast food company now known as Restaurant Brands International Inc.
The company's previous headquarters was on the southern Dade County campus located on Old Cutler Boulevard at the Cutler Census set. Former headquarters of Burger King as a 2007 rental office for several companies.
Franchise
When Burger King Corporation started the franchise in 1959, it used a regional model in which franchisee bought the right to open shop in a geographical area. This franchise agreement gives BKC very little oversight control over the franchisee and results in product quality control issues, store drawings and design, and operational procedures.
During the 1970s, the structural shortcomings in the Burger King franchise system became increasingly problematic for Pillsbury. A prime example is the relationship between Burger King and Louisiana-based Chartisee Chart House, the largest Burger King franchise group at the time with more than 350 locations in the United States. The owners of the company, William and James Trotter, made several steps to take over or get Burger King during the 1970s, all of which were rejected by Pillsbury. After a failed attempt to acquire the company, the relationship between Chart House and Burger King deteriorated and eventually moved on to the lawsuit. Chart House finally separated Burger King's operations in the early 1980s into a parent company called DiversiFoods which, in turn, was purchased by Pillsbury in 1984 and absorbed into Burger King operations.
As part of a reorganization of the Phoenix Operations segment, Donald N. Smith began the restructuring of a future franchise agreement in 1978. Under this new franchise agreement, new owners are not allowed to stay more than an hour from their restaurant - limiting them to smaller individuals. or ownership group and prevent large multinational companies from having franchises. Franchisees are also now barred from operating other chains, preventing them from diverting funds from their Burger King holdings. This new policy effectively limits the size of the franchise and prevents franchises from challenging Burger King Corporation like Chart House. Smith also seeks to make BKC the main owner of the new location and rent or rent the restaurant to the franchise. This policy will allow the company to take over a store failure operation or expel an owner who does not comply with company guidelines and policies. In 1988, Pillsbury's parent company had loosened many of Smith's changes, re-scaling the construction of a new location, resulting in stalled brand growth. Burger King's abandonment by new owners of Metropolitan Grand and its successor Diageo further injured the brand's reputation, causing significant financial damage to the BK franchise and deepening relations between the parties.
In 2001 and after nearly 18 years of stagnant growth, the state of franchising began to affect the value of the company. One of the franchises most affected by the lack of growth is nearly 400 stores AmeriKing Inc., one of the largest Burger King franchises. In 2002, the franchisor, who until this point has fought under nearly $ 300 million of debt burden and has spilled stores in the US, was forced to enter Chapter 11 bankruptcy. AmeriKing's failure greatly affected the value of Burger King, and placed negotiations between Diaego and the group led by TPC Capital. The development eventually forced Diaego to lower the total selling price of the nearly $ 750 million span chains. After the sale, the newly appointed CEO Brad Blum started the program to help about 20 percent of the franchise, including its four largest, in financial difficulties, bankruptcy or has ceased operations altogether. In partnership with California-based Trinity Capital, LLC, the company established the Franchisee Financial Restructuring Initiative, a program to address the financial problems faced by financial franchisees experiencing financial difficulties. The initiative is designed to assist franchisees in restructuring their businesses to meet financial obligations, focus on restaurant operational excellence, reinvest in their operations, and return to profitability.
Individual franchises take advantage of AmeriKing's failure; one of the regional owners of BK, Miami-based Al Cabrera, purchased 130 stores located primarily in Chicago and the upper western region of the failed company at a price of $ 16 million , about 88 percent of their original value. The new company, which started as a Core Value Partner and eventually became Heartland Foods, also purchased 120 additional stores from owners who were having trouble and updating it. The resulting purchase made Cabrera the largest minority franchisee of Burger King, and Heartland was one of the company's top franchises. In 2006, the company was worth more than $ 150 million , and sold to GSO Capital Partners based in New York. Other buyers include the three-way group of NFL athletes Kevin Faulk, Marcus Allen, and Michael Strahan who collectively bought 17 stores in the cities of Norfolk and Richmond, Virginia; and Cincinnati-based franchisee Dave Devoy, who bought 32 AmeriKing stores. After investing in new decorations, equipment and staff retraining, many stores have previously failed to show growth approaching 20 percent.
As part of the 3G restructuring plan, the company decided to relinquish itself from the company's premises by revitalizing them to private ownership and becoming a 100% franchise operation by the end of 2013. The project, which began in April 2012, saw the company relinquish the company's premises in Florida, Canada, Spain, Germany, and other regions. This move gives the company profit Q3, 2013 of US $ 68.2 million during the same quarter, 2012 of US $ 6.6 million.
At the end of fiscal 2013, Burger King is the second largest hamburger fast food chain in terms of global locations, behind the McDonald's sheep industry, which has 32,400 locations. By the end of 2014, Burger King is ranked 4th among US food chains in terms of US sales, behind McDonald's, Starbucks, and Subway. Burger King now has more than 12,000 stores worldwide.
International operations
While BK began to plunge to a location outside the continent of the United States in 1963 with a shop in San Juan, Puerto Rico, it had no international presence until a few years later. Shortly after the chain acquisition by Pillsbury, it opened the first Canadian restaurant in Windsor, Ontario in 1969. Other international locations followed soon after: Oceania in 1971 and Europe in 1975 with a restaurant in Madrid, Spain. Starting in 1982, BK and franchise holders started to operate stores in several East Asian countries, including Japan, Taiwan, Singapore and South Korea. Due to high competition, all Japanese locations were closed in 2001; however, BK reentered the Japanese market in June 2007. Central and South American operations in BK began in Mexico in the late 1970s and early 1980s in Caracas, Venezuela, Santiago, Chile, and Buenos Aires, Argentina. While Burger King lags behind McDonald's on the international scene by more than 12,000 stores, in 2008 it has managed to become the largest chain in several countries including Mexico and Spain. The company divides its international operations into three segments; Middle East, Europe and Africa (EMEA), Asia-Pacific (APAC) and Latin America and the Caribbean (LAC). In each of these areas, Burger King has established several subsidiaries to develop strategic partnerships and alliances to expand into new territories. In the EMEA group, Burger King's Swiss-based subsidiary Burger King Europe GmbH is responsible for the licensing and development of the BK franchise in the region. In the APAC region, BK AsiaPac, Pte. Based in Singapore. The company's business unit handles franchises for East Asia, the Asian continent and all Oceanic regions. The LAC region includes Mexico, Central and South America and the Caribbean Islands and has no centralized operations group.
Australia is the only country where Burger King does not operate under its own name. When the company started building operations down in 1971, it was found that its business name was already trademarked by a takeaway food store in Adelaide. As a result, Burger King provides the Australian franchisee Jack Cowin with a list of alternative names that may come from pre-existing trademarks listed by Burger King and its parent Pillsbury, which can be used for Australian restaurant names. Cowin chose the brand name "Hungry Jack", one of the Pillsbury US pancake mix products, and slightly changed his name to possessive by adding the "s" sign that formed Hungry Jack's new name. After the end of the trademark in the late 1990s, Burger King did not succeed in trying to introduce the brand to the continent. After losing the lawsuit filed against him by ownership of Hungry Jack, the company handed the area over to the franchisee. Hungry Jack's is now the only Burger King brand in Australia; Cowin's Hungry Jack's PTY company is the franchisor and thus is now responsible for overseeing the country's operations with Burger King providing only administrative and advertising support to ensure a common marketing scheme for the company and its products.
Over a 10-year period starting in 2008, Burger King estimates that 80 percent of its market share will be driven by foreign expansion, particularly in the Asia-Pacific and Indian regional markets. While the TPG-led group continues to expand its international expansion by announcing plans to open new franchising locations in Eastern Europe, Africa and the Middle East, and Brazil, the company's plans focus on the three largest markets - India, China and Japan. The company plans to add more than 250 stores in this region of Asia, as well as other places such as Macau, by the end of 2012. Expansion into the Indian market makes this company a competitive loss with other fast food restaurants such as KFC because of the Hindu majority's reluctance in the country it's for beef. BK hopes to use their non-beef products, such as their TenderCrisp chicken sandwich and TenderGrill, as well as other products such as beef sandwiches and vegetable sandwiches, to help them overcome these obstacles to flourish in the country. 3G has reported that it will continue with its plans to grow globally, even increasing planned expansions to help boost their return on investment. It is hoped that Brazil's 3G-based connection management in the region can help develop Burger King in Brazil and Latin America, where it has experienced the problem of finding acceptable franchises.
Controversies and legal cases
Burger King has been involved in several legal and case disputes, both as a plaintiff and a defendant, in the years since its inception in 1954. Depending on the ownership and executive staff during this incident, the company's response to this challenge ranges from peaceful dialogue with its detractors and litigants, for a more aggressive opposition with questionable tactics and negative consequences. The company's response to these issues has attracted praise and allegations of political forgiveness from various parties over the years.
A trademark dispute involving an identical Burger King owner in Mattoon, Illinois, led to a federal suit. The case results help determine the scope of Lanham's laws and trademarks in the United States. A trademark owned by a store of the same name in South Australia forced the company to change its name in Australia, while another trademark in Texas forced the company to leave its signature product, Whopper, in some areas around San Antonio. The company could only enter northern Alberta, in Canada, in 1995, after paying the founder of another chain named Burger King.
Legal decisions from other lawsuits have set precedents of contractual law in terms of long-term laws, franchise agreement limits, and ethical business practices. Many of these decisions have helped define general business transactions that continue to shape the entire market.
Controversies and disputes have arisen with groups such as People for the Ethical Treatment of Animals (PETA), government and social agencies, and trade unions and trade groups on various topics. This situation has touched legal and moral concepts such as animal rights, corporate responsibility, ethics, and social justice. Although most disputes do not result in lawsuits, in many cases, situations raise legal questions, deal with legal compliance, or result in legal settlements such as changes in contract procedures or binding agreements between parties. Resolutions to these legal matters often change the way companies interact and negotiate contracts with suppliers and franchisees, or how they do business with the public.
Further controversy has occurred during the company's expansion in the Middle East. The opening of the Burger King location in Ma'aleh Adumim, Israeli settlements in Israeli-occupied Palestinian territories, led to a breach of contract dispute between Burger King and its Israeli franchise due to a contested international dispute over Israeli legality. settlements in the Palestinian territories in accordance with international law. The controversy eventually erupted into a geopolitical dispute involving Muslim and Jewish groups in various continents with respect to the application, and adherence to, international law. The case ultimately provoked a reaction from members of the Arab League of 22 countries. Islamic countries in the League make common threats to legal sanctions including the revocation of Burger King's business license in the territories of member countries.
Related issues involving members of the Islamic faith over the interpretation of Muslim versions of canon law, Shari'a, on promotional artwork on dessert packages in the UK raised issues of cultural sensitivity, and, with the previous example, became larger. questions about the length of the company to go through, to ensure the smooth operation of their business in the communities they serve.
Donations and charity services
Burger King has two organizations and a national charity program of its own. One of them is the US-based Have It Your Way Foundation, a US-based nonprofit (501 (c) (3)) with several focuses on alleviating hunger, disease prevention and community education through a scholarship program at universities in the US. Another charity is the McLamore Foundation, also a non-profit, 501 (c) (3) company that provides scholarships to students in the US and its territory.
In areas throughout the United States, Burger King and its franchises have aligned themselves with several charitable organizations that support the research and treatment of juvenile cancer. Each year, these coalitions organize a fundraiser called "Opportunities for Kids", where Burger King's restaurant sells a lottery-style scratch card for $ 1. Each card generates a winning prize that is usually a food or beverage product but includes goods (rare) such as shopping sprees or travel. In the Northeast, BK has been affiliated with the Major League Baseball team, the Boston Red Sox and the charitable foundation, Jimmy Fund. The group runs a contest in Boston. In the New York City area, he operates a contest in collaboration with the Burger King Children's Association in Metro New York and the New York Yankees. Funds collected in these areas are used to support the Dana-Farber Cancer Institute, located in Boston. In Nebraska, the company is affiliated with the Liz Fund Cancer Program "Cancer Cancer for Kids Program" at the Eppley Cancer Center UNMC at the University of Nebraska Medical Center in Omaha. In the Pittsburgh area, funded the establishment of Burger King Cancer Care Center, a support organization for families and friends of cancer patients.
Products
When Burger King's predecessor first opened in Jacksonville in 1953, the menu consisted of basic hamburgers, French fries, soft drinks, milkshakes, and desserts. After being acquired by Miami, Florida, franchising and renamed the current moniker in 1954, BK began to expand the menu area by adding a Whopper sandwich in 1957. The quarter pound (4Ã, oz (110Ã, g)) This hamburger was made by the new owner Burger King, James McLamore and David Edgerton as a way to differentiate BK from other burger outlets at the time. From the beginning, Whopper has become synonymous with Burger King and has been the focus of many of its ads. The company even named its new restaurant Whiskey Whiskey style.
The components of the Donald Smith Operations Phoenix menu began in 1978 and led to the addition of a Special Bread King Sandwich line in 1979. The new product line significantly expanded the extent of the BK menu with many non-hamburger sandwiches, including new chicken and fish offerings. The new Specialty Sandwich Channel is one of the first attempts to target specific demographics, in which case, 18-34 year olds, who will be willing to spend more on a higher quality product. One of Smith's other significant contributions to the menu is the addition of a breakfast product line, which until now has not been a Burger King market. In addition to the addition of Croissan'Wich in 1983, the breakfast menu remained almost identical to McDonald's offerings until the menu changes in 1985. This expansion introduces the "Am Express" product line from BK, which adds new products such as French toast sticks and mini-muffins.
As the company expands both inside and outside the US, it introduces local versions of its products to suit regional tastes and cultural or religious beliefs. International variations add ingredients such as teriyaki or beetroot and fried eggs to Whopper; beer in Germany, Italy and Spain; and halal or halal products in the Middle East and Israel. To generate additional sales, BK will periodically introduce a limited time offer (LTO) which is a core product version, or a new product intended for long or short term sales. Items such as Texas Double Whopper and various sandwiches made with Swiss mushrooms and cheeses have been played in and out of the menu for several years, while products such as the 1993 Specialty Sandwich Meatloaf Specialty Sandwich offer and the accompanying limited table service, along with special dinner plates, fail generate interest and be stopped.
To attract as many demographic groups as possible and better compete with Wendy's competitors, Burger King added a multi-tiered value menu in 1993 with items priced at 99Ã, Â ¢, US $ 1.99 and $ 2.99. The addition, part of James Adamson's returning CEO program to the base program also called Operation Phoenix, is an attempt to add not only the value menu, but also the food value line. The tiered menu was replaced with a more standard value menu in 1998 while the food values ​​were segregated into their own menu segment. This value menu shows seven products: Whopper Jr., five Chicken Tenders, bacon cheeseburger, medium fries, medium soft drinks, medium onion rings, and a small shake. In 2002 and 2006, the BK updated its value menu, adding and removing several different products such as Chilis and its Rodeo Cheeseburger. Many of these items have been discontinued, modified or downgraded to regional menu options. To better appeal to adult tastes and demographics, BK introduced several new products to its menu in 2003, including some new or revamped chicken products, a new salad line and a coffee brand called Joe Joe. Some new products, including Enormous Omelet Sandwich line and BK Stacker line, bring negative attention due to large portion sizes, and unhealthy amounts of fat and trans fats. Many of these products feature higher quality ingredients such as whole chicken breast, Angus beef, and natural cheeses such as cheddar and pepper jack. Again, not all of these products, such as the BK Baguette line, have met the company's sales expectations.
With the purchase of the company in 2010, 3G embarked on a program to restructure menus designed to move away from men-oriented menus that have dominated under previous ownership. The first major item to be introduced was the product reformulation of BK Chicken Tenders in March 2011. Over the next few months, about 20 new products were researched and developed while others were reformulated, including Chef's Choice Burger. Finally trimmed into 10 items, Burger King began spreading goods in the United States throughout 2011-2012 with official launch starting April 2012. These changes include new ice cream products, smoothies, frappÃÆ'Â © s and chicken pieces. The Whopper is the most decentralized product in this introductory round with new cheese and packaging types.
By the end of 2015, Burger King parent company, Restaurant Brands International, announces that no subsidiary will use chickens that have been given antibiotics that are "very important" to human health; The announcement refers only to a small class of antibiotics with only one drug that kills a type of bacteria and the announcement is described as a "small step" by supporters to stop all antibiotic use in farm animals.
Tools
Like the menu, the equipment that companies use to cook hamburgers has also grown as the company grows. Burgers are always baked mechanically; the original unit, called Insta-Broiler, was one of two equipment used by Insta-Burger King founders before opening their new restaurant. Insta-Broiler works by cooking 12 burger buns in a wire basket, allowing bread to be cooked from both sides simultaneously. When McLamore and Edgerton took over the company, in addition to dropping the "Insta" prefix, they switched to a better unit they called "Flame Broiler". Designed by both and featuring a stationary burner that cooks meat on a moving chain, the unit is damaged less frequently while maintaining the same cooking level. The company will stick with that format for the next 40 years until Burger King starts developing variable speed broilers that can handle multiple items with different levels and cooking times. These new units began to be tested in 1999 and eventually evolved into two models used by companies throughout the system in 2008-2009. Accompanying the new broiler is a new food storage device, accompanied by a computer-based product monitoring system for cooked products. The monitoring system allows for a shorter tracking of product quality while providing the company and its franchise a method to streamline costs by more appropriately projecting the sales and use of the product.
Ads
Since its founding in 1954, Burger King has used a variety of advertising programs, both successful and unsuccessful. During the 1970s, the output included "Hold the pickle, hold the lettuce..." jingle, inspire for his current mascot, Burger King, and some famous and parodied slogans like "Have you done" and "It takes two hands to handle Whopper ". Burger King introduced the first attack advertisement in the fast-food industry with a teenager Sarah Michelle Gellar in 1981. The TV spot, which claims the BK burger is bigger and tastier than the McDonald's competitor, is so angry the executives at the McDonald's parent company that they hold to all parties which are involved. Beginning in the early 1980s and running around 2001, BK involves a series of advertising agencies that generate a lot of slogans and failed programs, including his biggest ad "Where's Herb?"
Burger King is a pioneer in advertising practices known as "product relationships", with a successful partnership with George Lucas' Lucasfilm, Ltd., to promote the 1977 movie Star Wars where BK sold a set of glasses shows the main characters of the movie. This promotion is one of the first in the fast food industry and set the pattern that continues to date. The initial success of BK in the field was overshadowed by a 1982 agreement between McDonald's and Walt Disney Company to promote the Disney animated film that began in the mid-1980s and runs until the early 1990s. In 1994, Disney switched from McDonald's to Burger King, signed a 10-movie promotional contract that will include top 10 movies such as Aladdin (1992), Beauty and the Beast (1991 ), The Lion King (1994), and Toy Story (1995). The partnership in connection with the Pokémon franchise at the peak of its popularity in 1999 was very successful for the company, with many locations that quickly sold toys and replacements.
Shortly after the acquisition of Burger King by TPG Capital, L.P. in 2002, his new CEO Brad Blum began to reverse the fate of the company by starting a revamp of its sprinting advertising program. One of the company's first steps is to return the famous "Have it your way" slogan as the company's motto. BK hands over the effort to his new advertising agency, Crispin Porter Bogusky based in Miami (abbreviated CP B). CP B is known to have subversive hip tactics when creating campaigns for its clients, just like what BK looks for. One of CP B's strategies was to revive the Burger King character used during the Burger King Kingdom children's advertising campaign of the 1980s/1980s as a variation of a caricature, now called the "King". The amusing nature of the centralized "The Burger King" advertisement inspired the internet meme where the King was edited into an unusual situation that was either funny or threatening, repeatedly followed by the phrase "Where is your God now?"
In addition, CP B created a new set of characters such as Chicken Subservient and faux nu metal band Coq Roq, featured in a series of viral web-based ads on sites such as MySpace and various corporate pages of BK, to complement the various television and print promotional campaigns. One of the more successful promotions designed by CP B is the creation of a series of three advergames for the Xbox 360. Created by the UK-based Blitz Games and featuring celebrity company spokeswoman Brooke Burke, the game sold over 3.2 million copies, placing them as one of the best-selling games along with other Xbox 360 hits, Gears of War . This advertising campaign, combined with other new promotions and a series of new product introductions, drew positive and negative attention to BK and helped TPG and its partners realize about US $ 367 million in dividends.
With the late 2000s recession hitting the 18-35 demographic targeted by CP B, making advertising extremely difficult, the company saw its market share decline and the company moved to red. After the completion of the company's sales by the end of 2010, the new ownership group ended Burger King's seven-year relationship with CP B and hired competitor McGarryBowen to create a new campaign with an expanded market reach. As part of the new campaign, McGarryBowen discontinued the use of The Burger King in its corporate advertising program to support new food-focused programs and ingredients in its new advertising campaign.
See also
- Hungry Jack's, Australian subsidiary for Burger King
- Drive-through
- List of hamburger restaurants
References
External links
- Official website
- News & amp; official press
- Burger King McLamore Foundation
- Legacy Cancer Fund Liz BK Beats Cancer for Kids
- Burger King in the Wayback Machine (archived March 24, 2002)
- "Burger King". Archived from the original on April 19, 2001 . Retrieved December 9, 2013 . Ã,
- "Burger King". Archived from the original on October 12, 1997 . Retrieved May 18 2005 . Ã,
- "Burger King". Archived from the original on December 26, 1996 . Retrieved November 10, 2016 . Ã, < span> CS1 maint: BOT: unknown original-url status (link)
Source of the article : Wikipedia
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