Burger King Corporation, Strategic Analysis

Burger King Corporation

Burger King actually started in 1953 Jacksonville, Florida as the Insta- Burger King restaurant. Then in 1954 the company was having financial problems and two franchises James McLamore and David Edgerton, purchased the right to operate the chain and change the name to Burger King.

Burger King's mission, vision, and values:

The vision of McLamore and Edgerton when they purchase the Burger King restaurant the concept has remained the mission and vision of Burger King restaurants throughout the world." Offering reasonably priced quality food, served quickly, in attractive, clean surroundings" (Barbara Farfan, 2014).

Burger King restaurants today use “commitments” to guide its business in addition to the original mission statement. “Our commitment to premium ingredients, signature recipes, and family-friendly dining experiences is what has defined our brand for more than 50 successful years.” (Barbara Farfan, 2014).

Vision Statement: To proudly serve the best burgers in the business, plus a variety of real, authentic foods, freshly prepared and just the way you want it.

Burger Kings mission is to make a positive impact in the communities where we work and live, to prepare and sell quick service foods, more accurately, quickly, courteously, and in a cleaner environment then their competitors. Burger King values is to conduct business ethically, and with the best employees in the Mid-south, to continually grow profitably and responsibly while providing career advancement opportunities for every willing member of the organization.

Burger King Corporation

Burger Kings culture and direction: Burger Kings inconsistency has been caught up in a cycle of change that fails to strengthen the company’s image, and fails to convey the purpose and primary objectives of the company. Lack of direction and mission over flowed into the public sphere, causing consumers to be confused about Burger King’s image. Burger Kings is unable to establish...