Burgerking

Background

History and growth

The Burger King is a global hamburger fast-food chain. In 1954, James McLamore and David Edgerton opened the first Burger King restaurant in Miami, Florida. Their core idea of the business operation shaped the corporation with the image of high quality, fast service, clean dining environment, and reasonable prices. They also advertised their hamburgers "roasted" and added a lot of lettuce so that the menu's "Whopper" has become the symbol of high quality Hamburg. Currently, the Burger King owns approximately 12,700 outlets in 73 countries around the world. Among which, there are around 4,998 international restaurants and 66% are located in the United States. Even in every corner of the United States has a Burger King sign in sight the chain of fast food restaurants. Up to now, Whopper Burger has become the signature burger of the Burger King and Burger King Restaurant has become “the king of burger” in Americans’ mind as well. According to the international presence of some popular global fast-food chains, the Burger King ranked number 6 on the list of top 10 most popular global fast-food chains.

Current situation

Competitors and Threats

The Burger King is a typical American style fast-food restaurant and also an international restaurant. Because of the low entrance of the fast-food market, there are a lot of strong competitors in this market. Like Burger King, there are still other competitors in the global fast-food market such as McDonalds’ and KFC. On the other hand, in the United States, the fast-food market is much more competitive because fast foods are popular among Americans all the time and there are so many similar fast-food restaurants like In-and-Out, Jack in the Box, and so on. In that way, to survive in this competitive market, the Burger King must have some strength and weakness.

Strength

In such competitive fast-food market, the Burger King must have strength to compete with. First of all, the Burger King does...