BURGER KING HOLDINGSBURGER KING HOLDINGS

By.. KANUPRIYAMHS1007012

MISSION STATEMENT

"We will prepare and sell quick service food to fulfil our

guest's needs more accurately, quickly, courteously, and in a

cleaner environment than our competitors. We will conduct

all our business affairs ethically, and with the best

employees in the mid-south. We will continue to grow

profitably and responsibly, and provide career advancement

opportunities for every willing member of our organization."

STRATEGIC VISION OF BK

• We proudly serve the best burgers in the business, plus a variety

of real, authentic foods - all freshly prepared - just the way you

want it!

• BURGER KING Corporation operates more than 11,000

restaurants in all 50 states and in 60 countries around the world.

90% of the BURGER KING restaurants are owned and operated

by independent franchisees, many of them family-owned

operations that have been in business for decades.

BRIEF ABOUT THE COMPANY:

Burger King, often abbreviated as BK, is a global

chain of hamburger fast food restaurants

headquartered in unincorporated Miami-Dade

County, Florida, United States.

KEY PEOPLE – John W.Chidsey (CEO/Chairman)

Ben K. Wells (CFO)

Employees 41,000 (2008)

Products..

Angry Whopper Sandwich

Fresh Apple Fries

Oreo BK Sundae Shake

Cheesy Bacon Tendercrisp Chicken

sandwich

Double stackticon burger

Whopper sandwich is the signature hamburger product sold by the international fast-food restaurant chain Burger King

Its Australian franchise Hungry Jacks.

Introduced in 1957

The Windows 7 Whopper is a Burger King Whopper sandwich distributed in Japan for the promotion of Microsoft's Windows 7 operating system

BURGER KING IN THE BURGER KING IN THE WORLDWORLD

Burger King Across the World

In America In Europe ,Africa and Middle East

Asia Pacific

Argentina Aruba Bahamas Bolivia Brazil Cayman Islands Chile Colombia Costa Rica Curacao Dominican Republic El Salvador Guatemala Honduras Canada Mexico United States of America

Malta Netherlands Norway Portugal Spain Sweden Switzerland Turkey United Kingdom Bahrain Jordan Kuwait Lebanon Qatar Saudia Arabia UAE

•AAFES •Australia •China •Guam •Hong Kong •Korea •Malaysia •New Zealand •Phillipines •Singapore •Taiwan Thailand

CompetitoCompetitorsrs

McDonald's –

Largest competitor in hamburger restaurants. Second

largest competitor in fast food restaurants.

Subway -

Largest Single brand competitor in fast food restaurants.

Wendy's -

Third largest competitor in hamburger restaurants.

Yum! Brands -

Largest company in fast food restaurants.

ADVERTISINADVERTISING G STRATEGIESTRATEGIESS

Memorable jingle, an inspiration for its  current mascot the Burger King.

Parodied slogans such as ”Have it your way ”

“ It takes two hands to handle a Whopper”

 CP+B created a series new characters like the Subservient Chicken and the faux nu metal band Coq Roq featured in a series of viral web-based advertisements on sites such as MySpace.

 In 1994 Disney switched to Burger King, signing a ten film promotional contract which would include such top ten films as Aladdin (1992), Beauty and the Beast (1991), The Lion King (1994) and Toy Story (1995).

SALES OF BURGER KING SALES OF BURGER KING HOLDINGS. HOLDINGS.

Company Name Location Sales

Burger King Holdings, Inc.Miami, FL, United States

$2,502.20M

BURGER KING ESPANA SLPozuelo De Alarcon, Madrid, Spain

$66.22M

Burger King ABVästra Frölunda, Västra Götaland, Sweden

$3.24M

Burger King CorporationMiami, FL, United States

$0.52M

BURGER KING ITALIA SRL Torino, Torino, Italy $10.54M

Burger King/The Burger King/The WhopperWhopper

The most notable aspect of Burger King is the extent to which its identity is tied to a magnet menu item, the Whopper.

◦ BK is prominently identified as “The Home of the Whopper”, and the two are inexorably linked.

◦ BK’s menu is “Whopper-centric”.

◦ The BK marketing model is essentially “brand as ‘star’ vehicle”, with the Whopper as the anointed star.

The Whopper is a well qualified image leader (a true “signature product”) for Burger King in several respects:

◦ It has a proprietary name with compelling image-oriented as well as attribute oriented associations.

◦ It offers a distinctive product experience (flame broiled, big, prepared to order) versus its main competition.

The Whopper: Brand Equity Profile

• The Whopper (and by extension, Burger King) presents a well integrated “package”, where product attributes, benefits, values and personality are distinctive, positive and mutually reinforcing.

What It Is(Proprietary Attributes)

“Who” It is(Personality Traits)

What It Means(Unique Values)

What It Does(Distinctive Benefits)

Flame broiled (proxy for quality)

More meatyComplex in taste and

texture

Substantial

Bold/Confidant

Individualistic

“King of the Hill”(Home of the Whopper)

Induces cravingStimulates taste buds

SatiatesAccommodates personal

preferences

•The standard variants of the Whopper sandwich are:

•The Double Whopper - two 4 oz (110 g) hamburger patties.

•The Triple Whopper - three 4 oz (110 g) hamburger patties.•In Europe the standard build for the Triple Whopper is without cheese, while in the Americas the Triple Whopper comes with cheese standard.

•The Whopper Junior - one 2 oz (57 g) hamburger patty

•The Bacon and Cheese Whopper

Market Share: Restaurants ’05 Market Share: Restaurants ’05 vs. ‘08vs. ‘08

2005 2008

McDonald’s

7.3% McDonald’s 7.8%

Burger King

3.0% Burger King 3.6%

Wendy’s 2.4% Taco Bell 2.2%

Subway 1.9% Pizza Hut 2.1%

Taco Bell 1.9% Wendy’s 2.1%

The Windows 7 Whopper is a Burger King Whopper sandwich distributed in

Japan for the promotion of Microsoft's Windows 7 operating system. The

hamburger contains seven stacked beef patties and measures 13 cm

(5 inches) in height. It was originally planned to be available for only 7 days

starting on October 22, 2009. Due to their success in selling 6,000

sandwiches within the first 4 days, Burger King decided to extend the

promotion period to 16 days, ending on November 6.

The campaign was met with unexpected popularity in Japan, sparking

multiple YouTube videos and blog posts about the burger. However, the

promotional effort has received strong criticism from business and tech

journalists. Computerworld blogger Preston Gralla claimed that it "could be

one of Microsoft's worst promotional ideas ever

LATEST ABOUT WHOPPER !!

Burger King cleans house at headquarters, laying off more than 250 in South Florida.

17th nov 2010 Burger King Corporation Among Top Restaurant Companies Honored for Best Human Resources Practices.

3G Capital Completes Acquisition of Burger King Holdings, Inc

BURGER KING in news..

THANKYOU!THANKYOU!

KANUPRIYAMHS1007012