Burger King Case Study |
Marketing issue in Pakistan |
Komal Asim Minhaj bin Mushtaq Mujtaba Safri Sidra A. Zia Yumna Sajid Usman Ghani |
Background of Burger King
Burger King´s venture got initiated back more than a half-century, mainly found in 1954 when James McLamore and David Edgerton inaugurated the first Burger King restaurant in Miami, Florida. The Whopper sandwich was introduced in 1957 which became very famous, motivating the founders to make the "Burger King, HOME OF THE WHOPPER" campaign in 1958. In 1961, McLamore and Edgerton exercised national and international franchising rights for acquisition of the Burger King brand. This was subsequently followed by the Company´s first venture into international markets with the opening of two restaurants in Puerto Rico in 1963.
In 1967, the Pillsbury Company merged with Burger King Corporation, eventually becoming a fully owned subsidiary. James McLamore was hired as the board of directors of Pillsbury and started to be involved with Burger King until his retirement. At the time of the acquisition, the Burger King system was comprised of 274 restaurants with 8,000 employees in the U.S.A. and abroad.
“The 1970´s were signified by a number of important milestones, including the debut of the "HAVE IT YOUR WAY" campaign in 1974, BKW´s first European store opening in Madrid, Spain in 1975, and the introduction of Drive-thru service in the U.S.”
A variety of important menu innovations were launched in the 1980´s, including the debut of breakfast with the CROISSAN´WICH in 1985 and CHICKEN TENDERS in 1986. 1986, 546 new restaurants started worldwide, bringing the system to 4,743 restaurants and $4.5 billion in system-wide sales, including 402 international restaurants in 25 countries.
In 1988, Grand Metropolitan PLC merged with the Pillsbury Company...