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BURGER KING created the American icon in 1957; the ... Update the Burger King image, new logos. Update restaurants with ... the needs of Burger King ... – PowerPoint PPT presentation

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Title: Presented by:


1
Burger King Corporation
Presented by Scott Hamilton, Rebecca Lowrey,
Jacob Williams, Uyen-Thu Do, Aaron Patterson,
Prisellia Olivo
2
Background
  • Founded in 1954 in Miami, Florida by James
    McLamore and David Edgerton.
  • Operates more than 11,100 restaurants in more
    than 65 countries worldwide.
  • About 90 are operated and owned by independent
    franchisees.

3
Executive Summary
  • Internal Environment
  • External Environment
  • SWOT Analysis
  • Recommendations

4
(No Transcript)
5
Stakeholders
  • Customers
  • Franchisees
  • Employees
  • Shareholders
  • Government Taxation Agencies
  • Competitors
  • Executive Management

6
  • Opportunities
  • Relationships between franchisees management
  • International expansion
  • Corporate-owned stores
  • Advertising
  • Threats
  • Competitors
  • Customer preferences
  • Poor management publicity
  • Upcoming franchise renewals

7
Competitive Advantage
  • Signature sandwich the Whopper
  • The HAVE IT YOUR WAY food customization program
  • BURGER KING created the American icon in 1957
    the HOME OF THE WHOPPER

8
Current Strategy
  • Update the Burger King image, new logos
  • Update restaurants with dinning room packages
  • Push for faster speed of service

9
Corporate Structure
  • Elimination of division barriers, allows for
    centralized management team
  • New direct reporting positions which focus on
    functionally rather than geographical
  • Revolving door effect of CEO and executive
    management turnover

10
Strategic Alternatives
  • 1. Stop CEO Turnover
  • Pros
  • Set Plan
  • Stability
  • Gives franchises a chance to buy into plan
  • Cons
  • Plan might not meet the needs of Burger King

11
Strategic Alternatives
  • 2. Focus on Healthier Food Choices
  • Pros
  • Strengthen brand
  • Expand customer base
  • Increase sales
  • Cons
  • Large initial investment
  • Franchise disapproval of spending more money

12
Strategic Alternatives
  • 3. Focus on Breakfast
  • Pros
  • Draw in more customers
  • Increase sales
  • Differentiate from current market leader
  • Cons
  • Excess food being cooked
  • Risk in differentiating from market leader

13
Key Strategic Recommendation
  • Healthier food options
  • Healthy image
  • Advertising/Word-of-mouth
  • Financially Feasible (?)
  • Consumer preferences
  • Health craze
  • Yes, its time

14
Strategic Implementation
  • Executive Management
  • Leverage
  • Top Down Management
  • Breakfast Consumer Trends
  • Time Limitation
  • Comments Suggestions
  • Marketing
  • http//www.subservientchicken.com/

15
Questions
  • 1. Who is the current CEO?
  • - John W. Chidsey
  • 2. What is the most popular sandwich?
  • - Whopper
  • 3. What is Burger Kings target age group?
  • - Ages 18 to 24
  • 4. What was the key strategic recommendation?
  • - Healthier food options
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