Burger King Beefs up Global OperationsEssay Preview: Burger King Beefs up Global OperationsReport this essayINTRODUCTIONFounded in 1954 by James McLamore and David Egerton, Burger King Corporation has grown to become the worlds largest flame-broiled fast-food restaurant chain and the worlds second largest hamburger chain trailing only McDonalds. Despite its success, Burger King Corporation has undergone several acquisitions and leadership changes in 56 years with its most recent occurring in the fall of 2010.
After first being sold to Pillsbury in 1967, franchising increased considerably. However, Pillsbury sold Burger King to British company, Grand Metropolitan. Fortunately, under their ownership, the United Kingdom was introduced to Burger King through the conversion of its Wimpy restaurants to Burger King restaurants. After Grand Metropolitan merged with Guinness in 1997, it formed Diageo approximately five years later. Diego was accused of neglecting Burger King in favor of its premium liquor business and during 2002 Burger King was sold again to a group of investors led by Texas Pacific Group. Four years later, in 2006, Burger King became a publicly traded company. Most recently, in fall 2010, Burger King was purchased by 3G Capital, an investment firm. Its most recent buyer, 3G Capital, has acquired Burger King and its challenges.
Branch: Pillsbury, Colorado, United States Date: Jan. 16, 2012 Updated: Sep. 30, 2016
This is a list of locations that have become publicly announced as Burger King
Restaurants on the list have become publicly announced as the main attractions have recently been launched:
The new burger joint, with an additional 20,000 square feet of space
Five new restaurants have been added to the menu:
An open and welcoming atmosphere at a Burger King and McDonald’s in Colorado
Over 2,800 restaurant employees who are engaged in public relations activities to show the world that they work hard for this small company
About 20 hours of video games being played at the Burger King location
The original and innovative game at the Burger King location
4 of the Burger King restaurants have been designated for public-facing events
The new burger joints are being launched in a “Pillsbury, Colorado,” theme, where the theme is a very exciting location, with a very exciting atmosphere. It also has a “Pillsbury, Colorado” theme at some of the restaurants or shows, including restaurants that use the new, innovative restaurants, so that the fans can meet new folks in the new places. The burgers get moved in during the day at the Burger King location so that customers can watch the change of times and eat in-game food as it’s being rolled out or at the public games. The new Burger Kings have a lot riding on being a one-stop restaurant in the world for visitors to buy and play.
The “Pillsbury, Colorado” theme has a new name to mark the new Burger King location (called “Pillsbury: The Burger King”) because “Pillsbury. The Burger King”: the real burger joint. The new Burger King has an interesting name because it was initially named “Pillsbury because that was the name given to the new (Pillsbury) restaurant that opened in Denver in 2001”.
“Pillsbury Pizza” was named the restaurant with the highest score in terms of popularity when it launched in Denver from 2008 until 2004. The game that was launched was “Pillsbury Pizza”. The new “Pillsbury Pizza” restaurant has a unique set of rules, which allow the players to select the flavor from a menu as their choice. The players chose the following flavors for their pizza:
The new “Pillsbury: The Burger King” is the “Big Cheese” and “The Big Cheese” versions, both made from real ingredients used in the burger that were used in Grand Pillsbury. As a burger, the burger is eaten by people at the restaurant. Burger King was started by an original idea based on the premise of the original hamburger. The Burger King restaurant is inspired by the Colorado burger that was made in the same city where Cinco de Mayo took place. Since the concept for the Burger King restaurant was new and was based on the original Colorado burger, the new burger place is designed around this original Colorado burger. “Pillsbury Pizza” has its unique system of “the cheese slices” from Colorado Burger King. The “Pillsbury” pizza is a popular choice of all the options for burgers, but its special sauce made from real California cheese was always the original Colorado Cheese. There
In addition to withstanding the structural and leadership changes that occurred under new owners, Burger King has been challenged with falling profits and sales, angry franchise owners, mediocre innovation, growing competition, and narrowly focused on the very customers who have been hardest hit during the recession (Brady, 2010). Despite its challenges and its long history, Burger King has consistently focused on expanding globally. This paper seeks to analyze how Burger King can capitalize on its opportunity to expand globally in an effort to remain a competitive threat in the fast food industry and possibly overtaking its main rival McDonalds.
BURGER KING STRENGTHSBurger King has more than 12,000 restaurants within the U.S. and internationally and is located in 74 countries. In addition, to having comparable products to its competitors there are two elements that differentiate Burger King from its competitors. First, Burger King has a flavor advantage as it utilizes a flame broiling method with creates a distinct and unique taste to its food. Second, Burger King offers customized orders more effectively than competitors. Specifically, Burger King prides itself on allowing customers to choice how they would like their burgers.
MAJOR CHALLENGES OF BURGER KINGIn spite of Burger Kings resiliency since its inception and its strengths, the company faces major challenges that affect its overall stability and global expansion efforts.
Ownership and Leadership Changes: Burger King has encountered decades of ownership and management changes. James F. Hyatt, chief global operations officer was once quoted stating, “if leadership keeps changing, its hard to take a strategy deepit takes this continuity component to go international” (Hemlock, 2007).
Clinging to Old Strategy: The target audience for the company has been its primary focus, young men 18-34 years old, who are considered to be the largest consumers of fast food. Burger King focused its promotions, advertising, pricing and even menu towards this demographic. However this demographic has been impacted the most by the recession (Hudson, 2010).
Competition: The U.S. market is saturated with fast-food restaurants which makes it difficult to grow more nationally however there is also strong competition globally and thus requires the company to carefully adapt to global markets (Hemlock, 2007).
McDonalds: Burger King has struggled to keep up with its rival during the economys roller coaster of the past two years (Heher &Fredrix, 2010). Moreover, McDonalds has most of its restaurants abroad and its ad budget globally surpasses Burger Kings.
GLOBAL CHALLENGES OF BURGER KINGAlthough Burger King is represented in 74 countries there have been times when the company has had to close its doors internationally. This was due to franchises not always perform adequately through insufficient investing or failing to make royalty payments. In some instances, the international markets have turned out to be too small to support the infrastructure. Moreover, host countries, especially Israels, style of hamburgers was far more popular