Burger King Beefs Up Global Operations

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SCHOLARLY ACTIVITY: BURGER KING BEEFS UP GLOBAL OPERATIONS MBA 6601-10H-1A11-S1 INTERNATIONAL BUSINESS PROFESSOR ROBERTSON AUGUST 9, 2011 Burger King is the world’s largest flame- broiled fast food chain. Two key ways in which Burger King distinguishes itself from competitors are the way it cooks hamburgers, its flame- broiled method as opposed to frying, and the options on how one wants their burger, the “have it your way” slogan. Burger King has also differentiated itself with some innovative advertising campaigns through the years, such as its use of its mascot, the Burger “King.” About two- thirds of Burger King’s restaurants are in the United States, and it’s U. S. and Canadian operations accounted for 69 percent of its $ 2.54 billion revenue in fiscal 2009. (Daniels, Radebaugh, & Sullivan, 2011) When it was first founded, the company did offer just burgers, fries, milk shakes, and soda, however, over the years, the menu has grown to include breakfast, chicken, fish, and salad items, though burgers have remained the lifeblood of the company. Over time, Burger King has taken a more systematic approach toward configuring and coordinating its value chain. It looks to countries with large populations, a propensity to consume large amounts of beef, the availability of funds to franchisees to sustain growth, a sound pro-business environment, development of shopping centers and strip malls, and the availability of experienced franchisees. While Burger King prefers to operate through franchising, they will enter with its owned operations, which can express market commitment. It was through observing the mistakes of other fast food chains that enabled Burger King to build a strategy that has proved to be successful. This strategy can be summarized in five parts: (1) develop an infrastructure before putting in restaurants, (2)

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