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Burger King Case Study
Burger King Case Study
O What is obesity
About Burger King
V Fast food industry in U.S.
E Problem statement
Problem Causes
R Ethical Issues
Obesity and fast food industry
V Public outcry against fast food
I industry
Burger King : Image makeover
E Competitive advantage for
burger king
W Reuslts of the new strategy
Obesity was a major health crisis.
Fast food was treated as a health menance
comparable to tobacco and alcohol.
Allegation towards fast food chain for serving
unhealthy food.
Burger King sales began to decline.
Burger King intiated a slew of changes in its c
ampaign and menu to enter the health food
segment.
What is Obesity?
Obesity is defined as a weight
higher than what is considered
healthy for a specific Height. It
can be measured by BMI and
waist circumference.
Type Subsidiary
Industry Restaurants
Predecessor Insta Burger king
Founder David Edgerton and James
Mclamore
No. of locations 15243
Products Hamburgers, chicken, French fries
Revenue $ 4.05 billion
Total assets $18.41 billion
No of employees 34248
Parent Restaurant Brands International
Operating Income $ 363 billion
Fast Food Industry in U.S.
Never 28%
Their primary Children upto 16
targets were families years of age were the
where both partners secondary targets
are working
Lawsuit
Company u.s
Fatty food against Market share
sales reached
products- burger king fell from
7.75 billion
Obesity and and 3 fast 18.5%
in 2003
low food giants ( in2001 to
down from
nutritional Mc donalds, 15.6% in
$10.3 in
value KFC and 2003
1998
Wendy)
Problem Causes
Ethical Issues
Availability of foods
Increase in portion
and beverages in Targeted children
size
schools
“CENTRE FOR DISEASE CONTROL AND
PREVENTION” Found that obesity rate in U.S rising at an
alarming rate.
Objectives
Awareness
among
customers
To counter
the lawsuits
Changing
customer
preferences
New Business strategy to enter into
healthy food category
Special Sandwiches
are available Promoted
menu items
In 2003 in different new
who are
enter into value meals sandwiches
conscious of
health “Flavour
their calorie Traditional
conscious from grilling
& Value meal
diners not from
carbohydrat Lite Comb fat”
e meal
Burger King was the first to emphasis
customized order with its “ Have it your Way”
Campaign
Interactive nutrition guide which provides
nutritional information that was not provided
by M.C. Donalds , Wendys or KFCs