Burger KingBurger King

Chanelle JohnsonChanelle JohnsonMone’t OlivisMone’t OlivisNatalie SellNatalie SellBrian TurnerBrian Turner

History of Burger KingHistory of Burger King

James McLamore and David Edgerton -- James McLamore and David Edgerton -- entrepreneurs that created the restaurantentrepreneurs that created the restaurant

In 1954 the first Burger King was open to the In 1954 the first Burger King was open to the public in Miami, Florida public in Miami, Florida

First fast food business to offer people the First fast food business to offer people the option of dining in the restaurant or going to option of dining in the restaurant or going to the drive thru the drive thru

““Have it your way” Have it your way”

Crispin Porter and Bogusky (CBP) (advertising Crispin Porter and Bogusky (CBP) (advertising agency)agency)

Promotion of Burger King’s TenderCrispChicken, Promotion of Burger King’s TenderCrispChicken, CPB made a website CPB made a website www.subservientchicken.comwww.subservientchicken.com

When it was first created, only 20 people (employees When it was first created, only 20 people (employees and their families) knew about the websiteand their families) knew about the website

Amazingly, within the first 10 days of the website’s Amazingly, within the first 10 days of the website’s creation there were 20 million people that had visited creation there were 20 million people that had visited the sitethe site

Extra InfoExtra Info

Burger King rates as the second largest Burger King rates as the second largest hamburger fast food restaurant in the world hamburger fast food restaurant in the world

Competition is McDonalds(1) and Wendys(3)Competition is McDonalds(1) and Wendys(3) Sixty-five international countries and U.S. Sixty-five international countries and U.S.

territories have Burger King territories have Burger King Puerto Rico was the first international state to Puerto Rico was the first international state to

have the restaurant have the restaurant

Target MarketTarget Market

Low and middle class people Low and middle class people Crown shaped chicken nuggets for childrenCrown shaped chicken nuggets for children Target families that are busy and on the go Target families that are busy and on the go

dining in or the drive thrudining in or the drive thru Fast food restaurants are keeping up with Fast food restaurants are keeping up with

society’s fast pace society’s fast pace

Boston Consulting Group’s Growth Boston Consulting Group’s Growth Share MatrixShare Matrix

Market G

rowth R

ateM

arket Grow

th Rate

DogsDogs Question MarksQuestion Marks

Cash CowsCash Cows StarsStars

Relative Market ShareRelative Market Share

Perceptual MapPerceptual Map

Busy People

Location

Menu

Dieters

Low-Income Families

Sheetz

Burger King

Subway

SonicMcDonald’s

Arby’s

Wendy’s

Taco Bell

The MenuThe Menu

Broiled burgers because most fast Broiled burgers because most fast food fry their hamburgersfood fry their hamburgers

Vegetarian burgers Vegetarian burgers SaladsSalads

Across The CountryAcross The Country Breakfast Burrito that is served in the Breakfast Burrito that is served in the

south-west south-west Mustard Whopper in Texas Mustard Whopper in Texas

PlacePlace

International companyInternational company Burger King has restaurant locations from the Burger King has restaurant locations from the

United States to China United States to China Hungry Jack's is a Hungry Jack's is a franchisefranchise of Burger King of Burger King 300 restaurants in 300 restaurants in AustraliaAustralia