Summary Of The Burger King And Mcdonalds

Executive Summary:

In this task I will be looking at two fast food franchises, Burger King and McDonalds’s, in the South African region. These two franchises are direct competitors of each other as they are both a burger fast food franchise. It is important for both of these franchises to asses their competition and learn from them in order to obtain a competitive advantage. I will be providing a brief background about these two franchises on a global scale and a national scale. I will also be looking at the marketing of these two franchises in detail and will be discussing the 7P’s of the marketing mix. I will then give advice to the Burger King franchise on how to improve their overall performance in the South African economy. Through my

McDonalds’ is a fast food restaurant that offers a service of buying food or drinks and having to wait a short period of time. McDonald’s sells many different food and beverage items ranging from their McNuggets to their McFlurrys. McDonalds is an American franchise that entered the franchising industry in 1955. Since then they have opened over 35 000 stores in 119 countries worldwide. There are over 200 McDonald’s restaurants in South Africa, placing it among the most popular in our country. McDonalds’ serves around 70 million customers per day worldwide. They also offer to deliver the food to the customer. McDonalds first opened in South Africa in November 1995, and has since grown to having over 200 restaurants over the 9 provinces. They do support local businesses as more than 80% of all food made is supplied by South African businesses. McDonalds do their bit in the South African community as well, hosting the street rhythm u14 soccer tournament as an

McDonalds also sponsors massive sporting tournaments which include The Olympics and the Fifa Soccer World Cup. By doing this it is an easy, but an expensive way to get your brand/franchise to be known across the globe. McDonalds does not release negative comments about their competitors in their advertisements either. They also advertise their local foods in their different locations, for example, the McBoerie here in SA.

People:

McDonalds has employed 375 000 people across the globe as researched in 2016. McDonalds is massive on customer satisfaction and the hygiene of the restaurants. McDonald’s also sends their employees for training to be able to develop themselves into successful people within their areas on the job.

Physical Evidence:

The physical appearance of McDonalds is the big yellow M and the yellow walls. This is eye catching and allows the consumer to identify a McDonalds from far away. One of the positives about McDonalds is the quick service, friendly service, customer satisfaction and overall good food. McDonalds is also very transparent and will allow you to ask them any questions about the process used to make their meal. The physical presence of McDonalds is also attractive. This includes the Happy Meal’s toys, the ketchup packets and the packaging involved in the making of the whole