Franchise Essay Research Paper Jonathan VazquezIntro to

Franchise Essay, Research Paper

Jonathan VazquezIntro to BusinessBusiness PaperMay 11, 1999 Burger King is a leader in today’s fast-food industry, with locations in all 50 states and 56 international countries and territories around the world. James McLamore and David Edgerton founded Burger King Corporation in 1954 in Miami, Florida. McLamore and Edgerton, both of whom had extensive experience in the restaurant business before starting their joint venture, believed in the simple concept of providing the customer with reasonably priced quality food, served quickly, in attractive, clean surroundings.Since it began in Florida more than 43 years ago when a Burger King hamburger cost 18 and a Whopper sandwich cost 37 , Burger King Corporation has established restaurants all around the world — from Australia to the Bahamas, and from Venezuela to Hong Kong. By 1967, when the Minneapolis-based Pillsbury Company acquired the Company, 8,000 employees were working in 274 different restaurant locations. Today, there are more than 300,000 Burger King employees in more than 9,400 locations worldwide. Burger King s size and success are the result of a tradition of leadership within the fast-food industry in the areas of product development, restaurant operation, decor, service and advertising. The Whopper sandwich was an instant hit when it was introduced in 1957. Burger King tries to provide products with the quality and convenience sought by today’s Vazquez 2consumers. The BK Broiler , a grilled chicken sandwich was introduced in 1990, it abruptly captured a following all of its own. It sold up to a million a day immediately following its release. Still, the Whopper sandwich, one of the best-known hamburger sandwiches in the world, remains an ever-lasting favorite. In excess of 1.6 billion sandwiches are sold annually.One of the factors that have helped to increase the Company’s expansion and growth has been the sale of restaurant franchises. By 1961, McLamore and Edgerton had paid for national franchise rights to the Company, which was then operating 45 restaurants throughout Florida and the Southeast.Restaurant decoration has traditionally been important in creating memorable images for Burger King consumers. Burger King was the first fast-food chain to introduce dining rooms, allowing customers a choice to eat inside. Drive-thru service, designed to satisfy customers “on-the-go,” was introduced in 1975. Drive-thru s are responsible for approximately 60% of Burger King business. “Take-out” represents another 15% of off-premise dining. Burger King Corporation has always taken great care in the design and construction of its restaurants so they will be attractive features of their communities. The “Double Drive-Thru,” “Kiosk”, “In-Line” and “Co-branded” restaurants are among the new concepts that will drive Burger King forward to meet future challenges of the 90s.Burger King Corporation’s advertising campaigns have also donated to the Company’s success. The Company’s first television ad ran on Miami’s only VHF station in 1958. One year after The Pillsbury Company purchased Burger King as a subsidiary in Vazquez 31968, the Company’s first major promotion, “The Bigger the Burger the Better the Burger,” was released. In 1974 the memorable “Have It Your Way” campaign was created. Advertising campaigns in the last ten years have included “America Loves Burgers and We’re America’s Burger King;” “Best Darn Burger;” “Make It Special, Make It Burger King;” “Aren’t You Hungry;” “Battle of the Burgers;” “Herb;” “Burger King Town;” “Best Food for Fast Times;” “We Do It Like You’d Do It,” “Sometimes You’ve Gotta Break The Rules,” “Your Way, Right Away;” “Get Your Burger’s Worth,” and most recently, “It just tastes better.”In 1985, restaurant sales passed $1 million on average and a European training center opened in London to aid overseas Company and franchise employees.Company management, which had been kept under one roof in the Kendall area of Miami since 1970, moved in 1988 to a 114-acre site in South Dade County, Florida. The World Headquarters consists of three buildings, with 290,000 square feet of office space. Almost one-half of the whole site was secured in its natural state.Maybe the most impressive characteristic that Burger King Corporation possesses is its will to continually strengthen the product line and Brand image. In today’s Brand conscious society, this will continue to mean success for Burger King.Burger King Corporation and its franchisees operate more than 9,500 restaurants in all 50 states and 56 countries around the world. In Fiscal Year 1997, Burger King had systemwide sales of $9.8 billion. Burger King Corporation is a subsidiary of London-based Diageo, PLC (NYSE: DEO), one of the world’s leading branded consumer products businesses. Diageo’s register of international food and drinks brands include Vazquez 4Guinness, Pillsbury, Green Giant, H agen-Dazs, Old El Paso, Progresso, Burger King, Smirnoff Vodka, Bailey’s Original Irish Creme and J&B Rare Scotch Whisky.There are more than 10,200 Burger King restaurants in 54 countries and international territories worldwide. Over 4 million Whopper Sandwiches are sold each day at Burger King restaurants around the world — more than 1.4 billion each year. Annually, 2.6 billion hamburgers are sold at Burger King restaurants worldwide. Daily, which is equal to 40 semi-truck loads of beef patties. The Burger King Kids Club was launched nati