burger king case study pdf

Burger King Marketing Strategy 2024: A Case Study

Burger King, a long-standing presence in the fast-food industry, has employed a multi-faceted marketing strategy to drive brand awareness, engage customers, and stay ahead in a competitive market. The brand’s commitment to innovation and customer-centric approaches has been instrumental in its success.

Burger King is well-known for its bold advertising campaigns that spark conversations and raise brand awareness. The “Moldy Whopper” campaign in 2020, which showcased the brand’s commitment to using fresh ingredients, was one such campaign that garnered attention and media coverage, solidifying Burger King’s position in the industry.

Another key component of Burger King’s marketing strategy is its active presence on social media platforms like Twitter, Instagram, and Facebook. By sharing amusing and interactive content, Burger King effectively engages with customers, strengthens brand loyalty, and enhances overall brand perception.

Localization is crucial to Burger King’s marketing efforts , allowing the brand to customize its menu offerings and messaging to cater to specific market preferences. For example, the introduction of vegetarian options in India has helped Burger King connect with a larger customer base in the country.

Collaborations and partnerships with other brands have also played a significant role in Burger King’s marketing success . Collaborations like the partnership with Netflix’s Stranger Things and TikTok have not only helped Burger King reach new audiences but also create unique experiences for its customers.

Key Takeaways:

• Burger King emphasizes innovation through the introduction of new menu items and limited-time offers, showcasing their commitment to staying fresh and relevant.
• The brand’s bold advertising campaigns, such as the “Whopper Detour” campaign, generate significant buzz and media coverage.
• Burger King effectively reaches a younger demographic by integrating pop culture references, as seen in the Fortnite campaign.
• The brand’s active engagement on social media platforms contributes to its visibility and positive brand perception.
• Burger King’s value pricing and promotions, like the popular “2 for $5” deal, drive sales and encourage repeat visits from price-conscious customers.

A Brief History of Burger King

Since its inception, Burger King has made significant strides in the fast-food industry, becoming a household name known for its iconic “Whopper” and innovative marketing strategies. Let’s dive into the fascinating history of Burger King, from its humble beginnings to its present-day success.

The Birth of Insta-Burger King

Burger King traces its origins back to 1953 when it was originally established as Insta-Burger King in Miami, Florida. However, it wasn’t until 1957 that Burger King revolutionized the fast-food industry with the introduction of its flagship product, the Whopper . This flame-grilled burger quickly gained popularity and set Burger King apart from its competitors who primarily fried their burgers on flat grills.

The Pillsbury Company Acquisition

In 1967, Burger King underwent a significant change when it was acquired by the Pillsbury Company. This move propelled Burger King’s growth and expansion, enabling the brand to establish its presence in various markets around the world.

Ownership Changes and Going Public

Over the years, Burger King experienced several ownership changes, including being acquired by Grand Metropolitan in 1989 and subsequently merging with Guinness plc to form Diageo plc. In 2002, Diageo sold Burger King to a consortium of private equity firms, ultimately leading to Burger King becoming a publicly traded company on the New York Stock Exchange in 2006.

A Bold Rebranding Initiative

In 2020, Burger King embarked on a rebranding journey, refreshing its logo, uniforms, and packaging to resonate with younger customers and align with its core values of boldness and vibrancy. This rebranding effort aimed to position Burger King as a modern and relevant fast-food chain in an ever-evolving industry.

Continual Innovation and Success

Throughout its history, Burger King has consistently demonstrated a commitment to innovation and marketing prowess, leading to several successful initiatives. From groundbreaking advertising campaigns to strategic collaborations with popular shows like “Stranger Things,” Burger King has consistently connected with its customers and generated excitement.

Today, Burger King boasts over 18,000 stores in nearly 100 countries, making it one of the largest and most recognizable fast-food chains in the world. The brand’s rich history and unwavering dedication to providing delicious food and memorable experiences have cemented its status as a true industry leader.

Bold Advertising Campaigns

Burger King is renowned for its bold and provocative advertising campaigns that captivate the public’s attention. One of the company’s most notable campaigns, the “Moldy Whopper,” made waves in 2020 by challenging traditional advertising norms.

The “Moldy Whopper” campaign aimed to communicate Burger King’s commitment to using fresh ingredients in its products. It featured a time-lapse video showcasing the natural decay of a Whopper burger over 34 days. By highlighting the absence of artificial preservatives, the campaign sparked a wide-ranging conversation about food quality and brand transparency.

The Moldy Whopper campaign generated significant controversy, dividing opinions and capturing the attention of millions of people on social media platforms. This bold messaging strategy showcased Burger King’s willingness to push boundaries to draw attention to its brand.

Burger King’s ability to utilize controversial and thought-provoking content in its advertising has solidified its position as a leader in the fast-food industry. The “Moldy Whopper” campaign successfully communicated the company’s use of fresh ingredients, generating widespread publicity and demonstrating Burger King’s commitment to offering quality food.

This campaign, along with Burger King’s other bold advertising initiatives, has helped to establish the brand as one that is unafraid to take risks and stand out from its competitors.

To further amplify its reach and engage with a younger demographic, Burger King has also successfully leveraged pop culture influences, such as collaborations with popular video games and TV shows.

Key Statistics

Through these bold advertising campaigns, Burger King has successfully positioned itself as a rebel or challenger brand that appeals to consumers seeking an unconventional fast-food experience. The company’s innovative and daring approach to advertising continues to captivate audiences, spark conversations, and solidify its presence as a dominant force in the industry.

Pop Culture Integration

Burger King’s marketing strategy goes beyond traditional advertising and taps into pop culture to connect with its target audience . By integrating popular trends and collaborating with entertainment franchises, Burger King has successfully captured the attention of customers and created unique experiences.

A notable example of Burger King’s pop culture integration is its collaboration with the hit Netflix series “Stranger Things.” Taking inspiration from the show’s parallel dimension, Burger King introduced the “Upside Down Burger,” a limited-time menu item that generated significant buzz and excitement among fans of the series.

Through this collaboration, Burger King demonstrated its ability to leverage the cultural relevance and fandom surrounding “Stranger Things” to create a unique product that resonated with its customers. The partnership not only increased brand awareness but also showcased Burger King’s innovative approach to staying relevant in a rapidly evolving pop culture landscape.

Moreover, Burger King understands the importance of localizing its marketing efforts to connect more personally with customers in different markets. By adapting campaigns and menus to fit various cultures, Burger King establishes a stronger connection with its local customers and demonstrates an understanding of their preferences and tastes.

The image depicts a Burger King menu item inspired by the collaboration with the Netflix series “Stranger Things,” showcasing how the brand integrates pop culture into its marketing strategy.

Utilizing Social Media Platforms

Burger King understands the power of social media in today’s digital age and has effectively harnessed platforms like Twitter, Instagram, and Facebook to engage with its audience and drive customer satisfaction.

On Twitter , Burger King shares amusing and thought-provoking content that sparks conversations and differentiates the brand from its competitors. By employing humor, satire, and controversy in its advertising campaigns, Burger King creates buzz and captures the attention of consumers. The brand’s witty and impactful tweets generate high engagement and contribute to its growing social media presence.

Instagram serves as a visual haven for Burger King, where the brand showcases visually appealing photos, behind-the-scenes content, and runs campaigns to keep followers engaged. With a creative and interactive content strategy, Burger King’s Instagram account allows customers to connect with the brand on a more personal and visual level.

Facebook plays a critical role in building a community around the Burger King brand. By sharing funny videos, memes, and stories, Burger King creates a space for its followers to interact and engage. Additionally, Facebook provides an ideal platform for Burger King to deliver quick customer service responses, ensuring that customer inquiries and concerns are addressed promptly.

By actively utilizing these social media platforms, Burger King strengthens its customer engagement and establishes a strong digital presence. These efforts contribute to the brand’s ongoing success in the fast-food industry.

Value Pricing and Promotions

Burger King understands the importance of offering value to its customers through its pricing and promotions. The brand’s strategic approach to value pricing has been successful in attracting price-conscious consumers and driving sales. One of the key promotions that has resonated with customers is the “2 for $5” deal.

The “2 for $5” promotion allows customers to choose any two select items from Burger King’s menu for just $5. This value-driven offer provides customers with the opportunity to enjoy a satisfying meal at an affordable price. By offering a variety of options, such as burgers, chicken sandwiches, and even salads, Burger King ensures that customers have a choice that suits their preferences.

This promotion has not only been effective in driving sales but also in encouraging repeat visits. Customers who are able to enjoy two menu items for a great value are more likely to return for future meals. This helps create a sense of loyalty among customers, as they recognize the value and affordability that Burger King provides.

Burger King’s focus on value pricing and promotions is a testament to the brand’s commitment to meeting the needs of its customers. By offering affordable options without compromising on taste or quality, Burger King continues to attract and retain a loyal customer base.

Burger King’s emphasis on value pricing and promotions is a key component of its marketing strategy. By providing customers with affordable meal options, Burger King positions itself as a brand that understands the importance of catering to budget-conscious individuals. The “2 for $5” deal, in particular, has become a popular promotion that drives sales and enhances customer loyalty.

Market Segmentation Approach

Burger King understands the importance of catering to the unique preferences of each market, and this is reflected in its market segmentation approach. By tailoring its menu options and messaging to specific markets, Burger King aims to enhance customer satisfaction and create personalized dining experiences.

One example of Burger King’s market segmentation strategy can be seen in its approach in India. Recognizing the country’s large vegetarian population, Burger King introduced a range of vegetarian options to its menu. This localized customization allows the brand to connect with customers on a more personal level, catering to their dietary preferences and cultural values.

Furthermore, Burger King’s market segmentation approach extends beyond menu customization. The brand also takes into account the cultural nuances and preferences of different markets when designing its marketing campaigns. For instance, in Singapore, Burger King runs a localized promotion called “Whopper Wednesday” to offer discounted Whopper burgers, catering to the local market’s desire for value.

Burger King’s market segmentation approach not only enhances customer satisfaction but also helps the brand establish a strong presence in each market. By understanding and addressing the unique needs of different customer segments, Burger King can create customized experiences that resonates with local customers and differentiates the brand from its competitors.

This market-centric approach aligns with Burger King’s overall marketing strategy, which focuses on product innovation, bold advertising, engagement with pop culture, social media savvy, value pricing, and localization. By prioritizing market segmentation, Burger King showcases its commitment to understanding and serving the diverse needs of its customers around the world.

Collaborations and Partnerships

Burger King understands the importance of collaborations and partnerships as a key component of its marketing strategy. By teaming up with other brands and organizations, Burger King can tap into new audiences and create unique experiences for its customers. These collaborations not only help in expanding its reach but also bring fresh ideas and perspectives to the table.

One example of Burger King’s successful collaboration is its partnership with TikTok, a popular social media platform. This collaboration resulted in the “Whopper Dance Challenge,” an engaging campaign that encouraged users to create their own dance moves inspired by the iconic Whopper burger. The challenge generated excitement and incentivized engagement, with participants showcasing their creativity and love for Burger King. This collaboration exemplified Burger King’s ability to adapt to new trends and leverage popular platforms to connect with a younger demographic.

Burger King’s collaborations extend beyond social media platforms. The company has also partnered with various brands in the entertainment and gaming industries to create unique experiences for its customers. For instance, Burger King collaborated with the popular game Fortnite to introduce a virtual in-game restaurant called “Burger Kiosk.” This collaboration allowed Burger King to reach a younger and tech-savvy audience, creating a seamless blend between the virtual and physical world.

These collaborations and partnerships showcase Burger King’s commitment to staying relevant and ahead in the fast-food industry. By leveraging the influence and reach of other brands and organizations, Burger King can create memorable experiences that resonate with its target audience. These strategic partnerships not only drive brand awareness and customer engagement but also reinforce the brand’s position as a leader in the industry.

Through its collaborations and partnerships, Burger King continues to push the boundaries of traditional marketing and create unique experiences for its customers. By embracing innovation and partnering with like-minded brands, Burger King remains at the forefront of the fast-food industry, ensuring its continued growth and success.

Burger King’s marketing success and brand recognition are a result of its ongoing innovation and adaptability. The company’s strategic approach, including bold advertising, social media engagement, localized promotions, and collaborations, has solidified its position as a global leader in the fast-food industry.

Burger King’s emphasis on flame-grilled burgers and distinctive brand identity has resonated with consumers seeking an unconventional experience. The company’s campaigns, such as the “Moldy Whopper,” have generated significant attention by showcasing freshness and leveraging humor. Collaborations with popular culture entities like Netflix’s “Stranger Things” have broadened Burger King’s appeal and enhanced its online presence.

Burger King’s proficiency in social media, SEO, and mobile marketing has allowed it to maintain a strong online visibility and engage customers effectively. By staying aware of competitors’ actions and continuously refining its strategies, Burger King has sustained a competitive edge in the fast-food industry. Moving forward, Burger King’s commitment to ongoing innovation and relevance will be essential in driving sales growth and further strengthening its position as a leading global brand.

What is Burger King’s marketing strategy?

How did burger king start, what are some examples of burger king’s bold advertising campaigns, how does burger king integrate pop culture into its marketing strategy, how does burger king utilize social media platforms, does burger king offer value pricing and promotions, how does burger king approach market segmentation, does burger king collaborate with other brands, what has contributed to burger king’s marketing success, related posts:.

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Nina Sheridan is a seasoned author at Latterly.org, a blog renowned for its insightful exploration of the increasingly interconnected worlds of business, technology, and lifestyle. With a keen eye for the dynamic interplay between these sectors, Nina brings a wealth of knowledge and experience to her writing. Her expertise lies in dissecting complex topics and presenting them in an accessible, engaging manner that resonates with a diverse audience.

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Burger King - Branding & Marketing strategy [Case Study]

Burger King is a very familiar name to Indians and even the whole world. This chain of hamburger fast food restaurants that operates in many countries have their headquarters in Florida. Burger King was launched in 1953 as Insta – Burger King. It was a Jacksonville, Florida-based restaurant chain. After the business ran into financial problems two of their Miami-based franchisees James McLamore and David Edgerton bought the company in 1954 and renamed it as "Burger King”.

From then on Burger King has had four different owners till the next 50 years. During this bumpy ride it has had its own highs and lows where in the 1970s were known as the golden age as far as the Burger King was concerned.

The growth of Burger King is something that all of us should closely study. From offering a basic menu of burgers, sodas, milkshakes and French fries, today it has an extremely elaborate menu with the Whopper being the first major addition in 1957.

Since then they have continued to incorporate more and more dishes into the menu, some of them being successful and others not. Today they have 11 million guests every day across the world. It has become the world's second-largest fast-food hamburger chain. They have an estimated 13,000 outlets in more than 79 countries across the globe. Out of these 66% of the outlets are situated in the US with nearly 99% of them being owned and operated privately.

Their commitment to providing the best recipes, premium ingredients and cordial dining experience is what they claim to be the secret of their success in the last 50 years. This article will look at their branding and marketing strategy which is keeping them at the top throughout thick and thin.

Rebranding of Burger King Burger King Campaigns that Changed the Game Burger King's Advertisement Strategy Burger King's Concern for Humanity FAQ

Rebranding of Burger King

Burger King as mentioned earlier was and still is one of the most famous fast-food chains in the world. It was rebranded after 20 years in 2020 with the revamped logo, unique uniforms and innovative packaging which were designed by Johns Knowles Ritchie - a creative agency. The one thing that they have done differently here is that they were constantly going back to their roots.

With regard to the change in the logo as well they were in fact paying homage to the heritage of the brand. And they hope that this redefined design will be indicative of the confident, funny and simple firm that they are.

Their simple rebranding techniques like the new logo, packaging that has the item names written onto it , the font of their text are well thought and researched decisions.

They are aware that nobody is in fact looking forward to anybody's campaigns and what they have to do is to pitch in their product amidst the things that people are doing. For this creativity is a very important factor and Burger King emphasises this like nobody else.

Burger King Campaigns that Changed the Game

If you have noticed all of their campaigns the one thing that they try to project is the credibility of the firm. They try to put it across to people that Burger King cares about its customers . For example, their award-winning advertisement in 2020 which was the “ Moldy Whopper ” campaign garnered a lot of attention across the globe.

The idea was to prove to its customers that their food does not contain any preservatives. In this case, they took advantage of the very popular secret which accuses McDonald's of their eternal burgers.

Burger King really knows how to make use of the competition in the industry for their advantage. For example, there was another campaign titled ‘ Whopper Detour ’ that gave its customers their signature “Whopper” for one cent when they reach within 600 feet of any McDonald's location.

The campaign was such a hit that there were over 4 million downloads within October and December 2019. Exactly what they wanted. They not only took advantage of their competition but were also very quick to adapt to any kind of challenges, even the pandemic.

When Covid 19 struck all industries , Burger King did not wait even a minute to launch their touchless technology in its restaurants.

Another was a very daring step where they released an open request to McDonald's asking for a collaboration of both of their dishes. As expected McDonald's turned down their offer. But Burger King had nothing to lose and everything went as planned. As the news spread the sale of the company increased manifold times during that time.

Burger King's Advertisement Strategy

Burger King is not just concerned about the kind of advertisements and campaigns that they launch, they are also very careful about where these advertisements go. They concentrate immensely on local advertising such as roadside ads, hoardings, billboards etc.

They make sure that each and every initiative that they plan for the customers are out there in public right in front of them. This is a brilliant way to encourage local customers to visit Burger King without even them realising that.

They also ensure that the menu and all other possible details are appropriated to fit into the local desires and likings of the people. They have a highly differentiated targeting strategy to address the locally specific needs of the company.

Burger King's Concern for Humanity

Burger King has also contributed towards improving the plight of people who are not privileged. They have launched various campaigns in this regard which have also led to their popularity.

"Have it your way foundation “ is one such campaign that mainly focuses on preventing diseases and eradicating hunger from every household. Their utmost care for people around them was widely appreciated.

Along with it came the "McLamore Foundation” which gives scholarships to students who are interested and are also deserving. These campaigns have definitely added to the human side of the company which has also immensely helped in maintaining and even escalating its brand image.

There is no doubt about the increasing competition in the fast-food market at national and international levels. Despite that Burger King has successfully placed itself at the top of the market by being the second largest. Careful product placement, efficient advertisement, excellent customer relations and explicit humanitarian concerns are the main reasons why Burger King has been able to maintain its position in the last 50 years.

If there is one thing that we can learn from Burger King’s marketing and branding strategy, it would be creativity and consistency.

Who is the CMO of Burger King?

Ellie Doty is the Chief Marketing Officer of Burger King.

What is Burger King's new slogan?

The new slogan unveiled by Burger King is “Be Your Way”.

Who is the founder of Burger King?

Burger King was founded by James McLamore, David Edgerton in 1954.

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An Analysis of the Major Business Process of an Organization: The Case of Burger King Corporation

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Burger King Branding Strategy and Marketing Case Study

Analysis and examples of burger king’s identity, positioning, key messages, tone of voice, brand archetypes, customer benefits, competitors, and marketing content..

Back To The Branding Strategies Homepage

Brand Overview

• Food Service

Business Type

Physical Products

https://www.bk.com

Target Customer

Classic Fast Food Consumers

Primary Need ( Job To Be Done )

Eat some traditional, fast comfort food

Brand Visual Identity & Content

Primary brand colors, brand typefaces, hero content.

Hero Content Type

Content features people, brand messaging, key messages, benefit or feature focus, tone of voice, brand archetypes.

( Learn More About Brand Archetypes )

Everyperson

Brand Positioning ( Elements of Value )

( Learn More About The Elements of Value )

Aspirational

Affiliation / Belonging

Sensory Appeal

Reduces Cost

Brand Benefits

Access a food option that I can get quickly and that’s consistent no matter where I am

Enjoy classic comfort food that I’ve eaten my whole life

Avoid spending too much money for a quick meal

Competition

Key competitors.

McDonald’s , Wendy’s, Jack In The Box, Carl’s Jr., Chipotle , Arby’s, KFC, In-N-Out, Five Guys, The Habit, Taco Bell, Subway

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Burger King’s Recipe for Success: A Case Study in Innovation and Strategy

Founded in Miami, Florida in 1954, Burger King has grown to become one of the largest fast-food chains in the world with over 18,000 restaurants in over 100 countries. From its humble beginnings, Burger King has expanded and adapted to changing customer preferences, embracing technology, and launching innovative marketing campaigns to win over the hearts and stomachs of customers around the globe.

Burger King: A Winning Recipe of Innovation, Strategy, and Marketing

Burger King’s history spans over six decades, during which it has established itself as a formidable competitor in the fast-food industry. The first Burger King restaurant was opened in Miami, Florida in 1954 by James McLamore and David Edgerton. The restaurant’s signature dish, the Whopper, was introduced in 1957, and it has since become a staple menu item.

Burger King’s expansion began in the 1960s, with its first international restaurant opening in Puerto Rico in 1963. The company continued to grow rapidly, reaching 1,000 restaurants by 1968. Over the years, Burger King has added new menu items, such as salads, vegetarian options, and breakfast items, to cater to changing customer preferences.

Burger King has shifted towards a more digital and technology-driven approach to remain competitive in the fast-food industry. The company has developed mobile ordering and payment systems to improve the customer experience and reduce wait times. It has also embraced social media and online advertising to reach a wider audience and connect with customers in new ways.

In recent years, Burger King has focused on introducing new menu items to cater to growing demand for vegetarian options. In 2019, the company introduced the Impossible Whopper, a plant-based version of its signature Whopper burger. This move has helped Burger King appeal to a wider customer base and demonstrate its commitment to sustainability.

Burger King is known for its innovative and sometimes controversial marketing campaigns. The company’s “Whopper Detour” campaign in 2018 encouraged customers to go to McDonald’s locations to receive a discount on a Whopper from Burger King. This campaign generated significant buzz and drove traffic to Burger King restaurants.

Burger King has also used social media to launch successful campaigns such as the “Moldy Whopper” campaign. This campaign highlighted the company’s decision to remove artificial preservatives from its menu items and generated widespread media coverage.

By focusing on innovative marketing campaigns that capture people’s attention, Burger King has been able to differentiate itself from competitors and maintain a strong brand identity.

Winning People’s Hearts:

Burger King’s success is built on its ability to offer quality food at affordable prices. The company has introduced new menu items to cater to changing customer preferences and focuses on improving the customer experience through technology.

Burger King’s commitment to sustainability is also evident in its partnership with The Coca-Cola Company and PepsiCo to reduce plastic waste. The company has also pledged to source 100% of its coffee and palm oil from sustainable sources by 2025.

Burger King’s innovative strategy, unique marketing campaigns, and branding services , customer-focused approach have helped it win over the hearts and stomachs of customers around the world. As Burger King continues to grow and evolve in a competitive market, its winning recipe of innovation, strategy, and marketing sets it up for continued success in the future.

Written by Mchelex

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How a Burger King Franchise Can Succeed in a Competitive Fast Food Industry: A Case Study

2018, The IMC Sourcebook Book: Readings and Cases in Integrated Marketing Communications

In this study, we consider the owners of two Burger King franchise establishments that have been struggling financially over the past three years. The owners are looking to grow the revenue of their two struggling locations and remain competitive in the changing fast food landscape. They realize that their competitors are not only other fast food brands but also the growing number of fast casual chains, ethnic cuisine restaurants, and convenience store establishments. They notice that their target segment, Millennials, has become more health conscious and exhibit an increasing desire to diversify their palates. As a result, the franchisees struggle to meet Millennials’ expectations in terms of their menu items. In addition, they do not keep up with innovative technology, such as mobile apps for ordering and delivering fast food items, that has been gradually adopted by competitors. Thus, the owners of the two Burger King locations are faced with two key challenges: (a) how to stay competitive and (b) how to be more attractive to Millennials.

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Home » Management Case Studies » Case Study of Burger King: Achieving Competitive Advantage through Quality Management

Case Study of Burger King: Achieving Competitive Advantage through Quality Management

Burger King Corporation (BKC) is the world’s second largest fast-food hamburger chain which trailing only McDonald’s. Over 11 million customers visit their restaurants worldwide each day and over 2.4 billion of its burgers are sold each year across the global. How do they able to achieve it? What are the reasons? Apart from their strategies, the main cause that leads to have these results today is their quality. By having a good quality, it will bring the company to have a good reputation. This is important because it can affect the entire organization from suppliers to customers, by incurring the lower cost and obtain higher profit. Therefore, through managing and improving the quality , the firm will be able to build and implement successful strategies as well as provide competitive advantages.

In order to achieve competitive advantages in the fast-food industry, Burger King Corporation had put many efforts in their strategies in the past 50 years, especially the quality part. Fast-food industry such as Burger King, they produce products and service simultaneously. So, based on these two different aspects, quality of the BKC will be shown and how they manage, control, as well as improve their quality through their services and products.

Products Quality

Burger King has good quality products because they take precautions to ensure that their food is safe and that the procedures they have in place for food preparation are rigorous and consistently followed. From raw materials and ingredient selection and handling, shipping and transportation, to how they serve food in restaurants, every step on the production path to delivering fresh and delicious meals to the guests around the world is held to the highest of standards. Based on five main aspects and other methods, the quality of Burger King’s products is efficiently under controlled and managed.

• Food Freshness: Freshness is one of their main criteria to achieve high quality foods. BKC sets up a new concept called ‘Made fresh only for you’ to ensure every customer gets the freshest product possible. Their products are made fresh for every customer’s order, unlike other fast-food restaurants, theirs are made for stock. This gives the customer a better chance of getting a fresh meal which leads them to have good quality foods.
• Food Safety: It is non-negotiable about the food safety at Burger King Restaurants. All Burger King’s food, packaging and promotional products must be safe and they are delivered in time, in compliance, in specification, in temperature and intact. To have these results, Supply Quality Assurance team (SQA) is the Burger King main contributor who responsible for quality assurance. They use multiple and overlapping controls which is a comprehensive food safety program, to oversee suppliers and validate their compliance and performance. Besides, it is a proactive system that seeks to prevent contaminated foods from ever reaching the restaurants. Their reliance on farm controls, supplier sampling and distribution centre audits provide tight control over the quality of foods. A Hazard Analysis Critical Control Point (HACCP) management system is the principles they followed for assuring the safe production of their menu items. In addition, they also have their own testing and independent auditing program to assure food safety and quality.
• Secure Supply Chain: The suppliers are selected on the basis of their ability to meet and consistently comply with BKC policies. They require suppliers to have a monitoring program that is stricter than most industry standards. Intensive quality assurance programs have to be established and must be validated by BKC testing and independent auditing programs. All along the supply chain, samples have to send to BKC-approved independent labs for evaluation. All finished products are tested at the manufacturing plants and good handling transport practices are verified at their approved distributors. They also employ a 24/7 electronic temperature monitoring system in all of their distribution centres to assure their foods is proper under the controlled temperature.
• Raw Material Controls: To produce high quality products, the upmost essential cause is the quality of ingredients. BKC places a strong emphasis on the quality of ingredients it uses. They employ comprehensive testing at various levels from raw material to finished product for chicken, beef and pork to ensure that supplier testing is in place and functioning properly. Every lot produced for the Burger King system has had multiple and overlapping tests for a spectrum of microbial organisms as well as quality parameters. Furthermore, they also require detail reporting from all sources on every ingredient used.
• Procedure Controls: For every procedure, BKC will have a detailed inspection on their produce. They, through the suppliers, engage third party field audits and water micro sampling to test for a range of bacteria for all their produce. SQA uses strict rules to audit them. For example, lettuce undergoes pre-harvest audits and microbial testing as well as a safe wash during processing. Finished raw produce products are supplier and third-party sampled and sensory tested.
• Restaurant Level food Safety: Burger King Restaurants operate under HACCP principles. Its procedures are posted on operations manual and made directly available to employees so that the consistency can be obtained. The foundation of BKC’s HACCP program is the execution of strict operation and sanitation procedures. Their food safety program employs a broiler design and meat cooking procedures that fully cook products, killing any potentially harmful bacteria. Hence, restaurant management personnel must successfully complete a food safety training and certification program as well as comprehensive crew training program for safe food handling practices. Besides, technology is also important to maintain the foods quality instead of having the skills. BKC uses high-tech machine which called “Kitchen Minder”, to maintain the foods quality. It reminds the employees to cook in the right amount of foods and maintain its freshness in “A+” status.
• Animal Welfare and Antibiotics policies: There are two policies were done by Burger King Corporation, Animal Welfare Program and Antibiotics policy. They engage in both programs is to assure their customers’ safety, welfare and social responsibility of agricultural materials used in their food products. In Animal Welfare program, BKC purchases the pork and eggs from crate-free pork and cage-free eggs instead of from the suppliers who use sow gestation crates and battery cage operation. On the other hand, an effort made on Antibiotics Policy is to ensure that it is administered appropriately in livestock. By doing so, BKC receives many other benefits. For instance, restricting the farm abusing problem, obtain good reputation, foster the humane animal care, encourage good animal husbandry and implement sustainable antibiotic use policies in the future.
• Nutritious food: Burger King makes continuous improvement in their products by seeking way to increase the nutrition in their foods. The ways that BKC used is reducing salt levels and saturated fats in its core menu items. SQA and New Product Development team work together and successfully reduce the salt level in key ingredients such as chicken bites, chicken breast, flamed grilled beef burgers which made form 100% beef with no added salt, fries with no salt added as well, and many more. These are the evidence they implemented to make their food nutritious. Other ways they improve the nutritional profile of foods products include: the use of semi-skimmed milk and the use of cooking oils with zero trans-fat in order to reduce the fats content. Besides, they sign up as an early adopter of the Food Standards Agency (FSA)’s calorie labelling trial and continue work with them to obtain news like what nutritional information people want when they eat in quick service restaurants. This helps them to easily meet the customer expectations and achieve higher quality foods. BKC also creates a Nutrition Advisory Panel that consists of outside experts in nutrition and health to provide guidance on the current nutrition environment and the continued development of their efforts.
• Training: Training programs can result in significant effects in the quality. BKC has a Kitchen Practice procedure to maintain the highest product quality standards and to ensure the nutritional improvements they are making in core ingredients are not undermined by any uncertainties happens in the kitchen. They train their staff using the same processes every time through Seed Training programme, where each member of restaurant staff is trained in new product ingredients, builds and presentation. A substantial increase in the number of CRT (Certified Restaurant Trained) restaurants, which act as a benchmark for Operations and Training Excellence, to ensure they retain a high kitchen standard. BKC also launched the Right Track Training Staff programme which provides restaurants with a toolkit to carry out effective workstation training and enhances operational standards.

Service Quality

The quality of services is more difficult to measure than the quality of goods. It is unique as it depends on individual expectations and comparisons.

• Quick Response: A good service quality can be determined through the responsiveness which relates to the timeliness of the service. One of the Burger King Corporation’s goals is provide a friendly and quick service. Therefore, employees are required to quickly and accurately provide whatever the customer chooses. To facilitate fast service, Burger King takes customer orders on a continual basis. One employee takes the customer’s order whereas the order is prepared by another employee. Meanwhile, the original employee is taking another customer’s order. Customers also get their own drinks while they are waiting for their meal. By doing so, it saves the employees’ time for not preparing drinks or providing refills service. This greatly shortens the waiting time and results in an efficient manner. Task orientation is essential to meet the goal of fast food. Each employee is responsible for one duty and just has to be focused on the task at hand so that they will do the job best. This speeds up the serving time and leads to high quality service.
• Training: BKC provides Worldwide Training which is responsible for design of global training initiatives, including in-restaurant training systems. Except from having training in handling the foods products, employees are also trained well to provide a good service. Always smiling, respecting guests, and behave friendly are the attitudes that BKC emphasize on so that the basic service requirement is achieved. Another criterion to grade the quality of service is competence, the possessions of required skills and knowledge to perform their service. Employees are trained and educated in professional ways so that they are able to fix the problem based on their knowledge and skills. This result in autonomy existed between the different positions. Moreover, reward system is implemented by BKC to motivate their employees. We are able to see the winner of each month best quality server in all franchise restaurants. Through training and reward system, employees’ skills and motivation are generated and lead to have a better quality performance.
• Communication: One of the determinants of service quality is the communication. A well communication skill can minimize the errors happen and lead to good quality service. Burger King possesses more than adequate communication. Employees give the customers feedback on their orders and enable them to double-check their order. Before handing them the order, they will verify again to make sure the order is correct. Besides, the manager is at the front letting him to be seen and communicate with the customers. This is the easiest way to get feedback from the customers and to understand the customers’ needs. By knowing the customers’ requirements, they will be able to improve their quality either in term of services or products. This also shows the courtesy, considerations and friendliness of the manager to the customers at the same time.
• Inspection: Inspection is needed so that the service meets the quality level expected. BKC has its inspection program such as a yearly two-day check of each franchise and frequent unscheduled visits. These actions are done by the higher management level to observe and solve their problems simultaneously. BKC improves their service quality by minimizing the mistakes as possible. Furthermore, each franchise’s manager plays an important role in controlling the service. They are the one who control every aspect of the entire food service process.
• Environment: Environment such as atmosphere or climate of the restaurant is an important element in order to provide a good quality service . A harmony and pleasant climate will bring good performance of the employees. It is glad to see that there is a good relationship between Burger King’s employees and its managers in most of the franchise restaurants. As BKC applies an open communication policy, the staffs feel no barriers to prevent their communication with the manager. Also, they appear to treat the manager as a friend instead of a superior. It is the main reason to have a harmony atmosphere so that the employees convey the attitude that they are there to assist the customers in any way possible. Therefore, atmosphere is also one of the reasons that maintain their service quality.

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