Burger King Case Analysis

1982 Words8 Pages
Introduction Nearly 15,000 franchises in more than 100 countries make up the Burger King fast-food brand. Originally founded as “Insta-Burger King”, the restaurant chain we recognize today was founded in 1954 with its headquarters in Miami, Florida, USA. However, despite being an American company, Burger King is an international corporation launching franchises across the globe. Owned by Burger King Worldwide and operated by Restaurant Brands International, BK has established itself internationally as the world 's #3 hamburger chain, third only in sales to McDonald’s and Wendy’s respectively. And although the majority of locations are in North America, the remaining 35% of total revenues are from outside the continent with recent concentrated…show more content…
From this statement, there are four main points that can be highlighted about the company’s desired brand presence. This includes selling reasonably priced food, selling high quality food, providing quick service, and maintaining a clean and attractive environment. Based on this information, it was important to delve deeper into these four specific aspects in order to determine consumer’s actual thoughts about Burger King. A simple survey was created to measure how users truly felt about Burger King’s performance in the four categories listed. Users were asked to rank Burger King on a 1 to 10 scale for each of the 4 parts, with 1 being Strongly Disagree, 5 being Neutral, and 10 being Strongly Agree. The poll was delivered to a sample group of 15 customers who had all visited and eaten at a Burger King restaurant at least 3 times. The average results for each category were as…show more content…
Reasonably priced food is the first part of their mission statement, but our survey results indicated that people do not believe Burger King offers particularly reasonable prices. On a scale of 1 to 10, with 1 indicating strong disagreement and 10 indicating strong agreement with the statement “Burger King sells food that is reasonably priced”, our participants gave an average score of 5.77, which would indicate a very slight agreement. However, once removing the outliers the score jumps to 6.38, which would indicate a more concrete agreement with the statement. Burger King currently offers a 99 pence Value Menu in the U.K. and a U.S. Value Menu with a variety of items ranging from $1.00 to $2.29. We believe that Burger King needs to market these menus to a greater extent to their customers. These Value Menus are an excellent deal for consumers, but it’s clear from our survey results that people do not recall these options when asked about Burger King’s pricing. We suggest a campaign via TV and web advertising to spread the word about these options. We suggest this because our survey was primarily comprised of young people, ages 18-24. Young people tend to get the vast majority of their information from internet and television, so these forms of marketing would be the most effective in appealing to the demographic that evidently does not find them a good
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