BURGER KING CORPORATION

Burger King Corporation

Burger King Corporation

Introduction

Burger King started with one restaurant in Miami in 1954 and now the corporation and its franchisees operate more than 11,400 restaurants in all 50 states and 57 countries and territories around the world, with 91% of BURGER KING(R) restaurants owned and operated by independent franchisees. Since the company's founding in Miami in 1954, the Burger King brand has become recognized for the great taste of FLAME-BROILING, HAVE IT YOUR WAY(R) and the WHOPPER(R). In fiscal year 2002, ending June 30, 2002, the BURGER KING(R) system had system-wide sales of$11.3 billion. Burger King Corporation is owned by the equity sponsor group comprised of Texas Pacific Group, Goldman Sachs Capital Partners and Bain Capital.

Burger King's Merchandising Philosophy

Burger King's decision to innovate its product is an attempt to increase sales figures and their customer base. Most importantly, by introducing tie in film products and new menu items such as a chicken whopper and then egg'wich muffin, their aim is to leverage their 'HAVE IT YOUR WAY'(R) equity by emphasizing a choice between these new items and the all-time favorites. The Burger King Corporation philosophy holds that inclusiveness makes good business sense and is the right thing to do. Supplier diversity is the key as they move toward their ultimate business goal - to make Burger King Corporation the quick service restaurant of choice for their customers and business partners alike.

Creating a new way of supplying nutritional information was prompted by a desire to make nutritional information more approachable and useful for Burger King Guests. BK has developed a poster which focuses on nutritional choice, providing the flexibility to address Guest eating strategies that monitor fat, carbohydrate or caloric intake. It's another way that BK reflects their commitment to helping consumers enjoy their products while remaining committed to their personal eating style and preferences. Their philosophy is to proudly serve the best burgers in the business, plus a variety of real, authentic foods ... all freshly prepared ... just the way customers want it.

Burger King does to persuade franchises to carry the new products that it develops

Burger King has to emphases to their franchises that they are here to deliver the best customer dining experience in the world. Franchisees operating around the world should aim to dramatically improve food quality and friendliness.

By taking on new products, these franchises can provide customers with greater variety and this would ultimately help them increase sales figures and help them earn points. Managers for restaurants with the best overall scores can be awarded chances to win terrific prizes, from a complete entertainment center to cruises and shopping sprees.

Burger King should emphasize that variety is needed by the franchises in order. to complete against McDonalds ever changing menu. The franchses and the Burger King Corporation should share the same goals for company image, operations, cooperative ads, and sales and profit growth. A good form of persuasion for franchises to carry new products is to offer to assist in advertising and ...