Burger King

“Whopper Size”
Portion
Case Analysis
Presented by:
Group 7

Date Presented:
May 15, 2024
Agenda
Time Context Decision Matrix
Viewpoint Recommendations
Statement of the Problem Detailed Action Plans
Statement of Objectives
Areas of Consideration (SWOT)
Alternative Courses of Action
(ACAS)
Time
This case study primarily focuses on the current generation in which Burger

Context King is standing against a trend that differentiates from other fast-food
restaurants' appeal to diners that are concerned about their health and
fitness. It addresses Burger King locations in the US. In addition, the authors
proposed that Burger King develop goods in the future that will both
maintain the products' high consumer appeal and advance societal
marketing (such as menu items that are health-focused.
Particularly, the study also covers the year 1957, when Burger King Whopper
was introduced, up to now, when it is still dominantly taking over the fast-
food market. The time context also mentioned of the “dark years” of Burger
King when it struggled to sell low-fat products on its menu.
To summarize it briefly, the time context according to discussion involves
past, present, and future times.

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 Viewpoint
Viewpoint & Fernando Machado (Chief of Marketing
Manager of Burger King)
Statement of
the problem

Statement of the problem

Why does the consuming public continue to
patronize Burger King's Whopper-sized portions
despite health concerns primarily because of
the delicious taste and convenience offered by
the fast-food chain?
The allure of indulging in a satisfying meal
quickly outweighs potential health risks for
Back to Agenda many customers.
Statement of
Objectives
General Objective
The general objective of this study is to be
able identify the consumers’ criteria in
selecting a place to eat

Specific Objectives

Identify the factors that affect a customer’s

decision to eat at Burger King.
Understand the reason behind the
customers’ patronization of Burger King’s
Whooper sized portions despite health
issues.
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 AREAS OF CONSIDERATION
S W O T
(Strengths) (Weaknesses) (Opportunities) (Threats)

Heavily concentrated in Changing consumer habits

the US. towards healthier food
Few corporately owned choices
New product
Strong market position stores Intense competition from
development
Strong brand equity Inconsistent McDonald’s, other
Keep building its brand
Strong brand financial management and restaurants and even
through ad campaign
performance. strategy. Changing retailers.
Expansion into emerging
High quality products Executives. Increasing labor costs put
markets
Wide variety of food Narrow-based target pressure on bottom line
Wide-based target
products market. margins.
market.
Confusing ad The major competitor
campaigns. McDonald is way ahead in
High prices. market share.

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 Alternative Courses of Action
(ACAS)
By offering Burger King Whopper, It offers
affordable products. In that way, customers will
continue to patronize their products. Most of
the people tend to choose to buy foods that
have cheaper value at the same time can
satisfy their want. In that case, Burger King
offers affordable prices, making it easier for
customers to choose and eat the short period
of time. Customers want their money to be well
spent. With that, people feel fulfilled when they
spend less money on food. It is low- cost;
however, the quality of the ingredients is not
the best. Like other products, it is inexpensive
but of bad quality duality due to the
substances or materials utilized. It is
inexpensive, which is the reason why customers
select Burger King, making it easy to satisfy
their appetites without spending too much
money. While pricing is important, come could
feel a compromise in quality as a result of low-
cost. Nonetheless, for many, the value of
money surpasses quality concerns
Briefly elaborate on the observation
According to Regina Herzlinger, a professor
at Harvard Business School, the fast- food
chain’s success is due to its ability to focus
on speed and consistency. Customers want
and will continue to seek out and crave the
cuisine they provide. Despite the rapid
growth of fast-food and soft-drink
businesses around the world, hamburgers
and fast food have been denounced virtually
from the start for their health risks. On the
other hand, although satisfying customers’
demands, the body’s nutritional
requirements are not met. People only think
about the taste they want and ignore their
body’s necessities.
Fast food chains, such as Burger King, offer a
quick meal option for people with busy lives,
allowing them to eat while working on
something. People working in a busy setting
benefit greatly from fast food franchises such
as Burger King that offer ready- to-serve
meals. On the positive, it is a good thing since
they get to manage their time, multitask, and
complete all their tasks before the day ends.
On the other hand, the value of eating is
poorly practiced. Most of the people are
career oriented nowadays, getting everything
done quickly is also not a smart idea because
it might lead to more disastrous scenarios.
Modern society's emphasis on speed and
efficiency may result in a disregard for ethical
standards and a distorted work-life balance.
Furthermore, true success does not arrive
overnight. It will take time; patience is
required.
Burger King offers an extensive menu, however
despite this, they mostly specialize in meat,
burgers, fries, and other foods high in fat, salt,
oil, and cholesterol. It is “a strategic change in
the positioning of its menu in Europe” that
they develop, in contrast to McDonald’s new
salad menu. Burger King is the best example
for this concept, they provide a broad range of
options suited to different client preferences
and dining settings. Along with their iconic
Whopper burgers, they also offers a range of
heavy snacks that are perfect for eating on
the go, such chicken fries. Burger King
continuously modifies its menu to meet the
needs and interest of its patrons in order to
maintain their interest and involvement.
Customers thus have a joyful and fulfilling
eating experience. A positive first impression
of their meal is what Burger King strives to
provide its patrons. It is their responsibility to
ensure that consumers are drawn to
happiness with their offerings. A certain
customer base is their primary focus.
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 Back to Agenda

Decision Matrix
Among the factors that affects people’s decision where and what to eat,
particularly Burger King, there are two factors that affect why people
patronize Burger King’s Whopper:

01 Sized proportion 02 Cost and Convenience

A primary motivator for patronizing Burger
King is the serving size of the food. Burger
King is primarily visited by people because
of its famous Whopper Burgers. There are
many wonderful flavors in their food and
beverages. Because of its large servings, it
can also be eaten as a meal. These taste
are available with extra fat, oil, and salt,
which poses a health concern. However,
people don’t mind these. They have time to
eat healthy as long as they are unaware of
the negative effects og eating fast food or
do not regularly consume it.
The second most important factor that
influences people to continuously patronize
Burger King’s Whopper sized portions is the
cost and the convenience. Whopper burger
does not cost too much, for its size it is not
bad as a meal. Additionally, its easy
preparation and grab-and-go nature
appeal to those seeking a satisfying and
speedy dinner, particularly those with
limited time. Customer’s enduring fondness
and support for Burger King’s Whopper are
significantly impacted by these factors.
 Recommendations
Part of Burger King’s marketing strategy is focusing essentially
on one group of consumers – the Super Fans. They design their
For consumers, they must attend to their knowledge about the
food fit to these groups of people, forgetting other groups of
consequences of the food they eat by considering the
consumers. Hence, it is recommended that they expand their
nutritional facts and not the mere taste of it.
exposure to the wider crowd to attract more customers. But of
For future researchers, they should also consider other factors
course, they must retain their relationship with their loyal fans.
that affect consumer buying decision on where and what to
They should still retain their Whopper-sized products. More so,
eat. What are stated above are expandable and can be further
they should also invent new yet healthy and nutritious products
improved.
that would draw people closer to the said fast food chain. These
products should alleviate the negative effects of their fatty,
cholesterol-rich, and high-calorie burgers.

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DETAILED ACTION PLAN
ACTIVITY
Offer a Whopper sized
burger that is less in fat,
calories, and
cholesterol content but
caters the same taste
which is more healthful.
OBJECTIVE STRATEGY
In order to expand their Aside from sustaining long
market target, thus term relationships with the
attracting new avid fans of Whopper sized
customers, the burgers, they should make
objective is to include innovations. That is to
those people who are produce the same burger
health conscious. which is of similar quantity
and quality but made in a
health- conscious fashion
CONCERNED
TIME FRAME CONTINGENCY
DEPT. & PERSONEL
The Human Resource Department
must hire food technologist so as to
create alternative ingredients, thus
making Whopper sized burgers less
in fats, calories, and cholesterol
content as compared to the original
burger.
Given the time for the This will only be possible with
food technolog ists to the cooperation of the
create alternativ e management as a whole.
ingredient s which are Before coming up with a final
more healthful for the decision, the management
innovativ e Whopper must call a series of meetings
size burgers. The so that the “new move” is well-
timeframe will also be thought of. In the end, it will be
until the time the more fulfilling for Burger King if
products will be sold to it would be able to serve
the market. products which does not only
satisfy the customers’ taste
but also the
customers’ health needs. More
importantly, the support of the
market is vital. Even if there is
an offer but there is no
acceptance, there is no
concurrence
of wills.
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