Background of Burger King
Burger King, often abbreviated as BK, was founded by James McLamore and David Edgerton in 1954. It is the second largest hamburger fast food shop in the world, headquartered in unincorporated Miami-Dade County, Florida, United States. At the end of the financial year of 2013, Burger King reported that it had more than 13,000 restaurants in 79 countries, such as, United Kingdom, China, France, Italy, etc. In total, there are around 66 percent of the restaurants are located in United States and 99 percent are privately owned and operated with its new owners moving to an entirely franchised model by the end of 2013.
In 1977, Burger King had their first shop opened in Aldershot and now there are more than 500 restaurants across United Kingdom and Ireland and currently, there are over 25,000 are being employed. And in the future, Burger King is committed to a programme of continuous expansion of the restaurant portfolio.
Unique selling point of Burger King
The unique selling point (USP) or unique selling position is the factor or consideration presented by a seller as the reason which its product or service is differentiated from the other companies in the same industries and better them. It is the key to effective selling in a situation when lots of company are selling the same products or service. In spite of knowing what is the unique of your own company, it would be very hard to target your sales efforts greatly.
In the early of 50s, Burger King had made up their first USP, The Whopper Sandwich. It was created by Burger King founder James McLamore after he noticed and believed another rival restaurant was having a tremendous success by selling a large size of burger. He named this burger as “Whopper” because literally whopper means something is enormous. At the meantime, those major fast food chains did not have a similar product yet; Burger King had put a lot of money to advertise “Whopper” and made it become its most signature...