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

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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

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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

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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

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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/

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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