Prestigious Fast Food Restaurant -Burger King - Research Paper Example

 Prestigious Fast Food Restaurant -Burger King 1. Introduction When thinking of prestigious fast food restaurants, one of the best restaurants that come to mind is Burger King. Burger King is the world’s biggest and leading fast food restaurant chain. 2011 research shows that Burger King operates restaurants in 12,300 places serving over 11 million customers daily in 76 countries and regions worldwide. Best thing of Burger King’s is there unique flame broiled burgers. The process which Burger King is using in making the mouthwatering burgers is hard for other fast food chains that fry their burgers instead. Moreover Burger King encourages and let users to customize the exclusive flame-broiled burgers with choices and so many options to their liking. This makes a healthy and strong relationship between Burger King and the user. The fast food also has the benefit of offering different items and the customer benefits by having several burger options. Burger King has expanded their menu but still they have remained true to their unique and original flame-broiled burgers. This flame-broiled gives them benefit over other fast food chains. Burger King is providing with one of the best customer service, menu selection, cleanliness, and healthy choices. If the atmosphere of a dining area is interesting, more people will want to eat there. That is one of the major reasons that draw in more customers to Burger King. By mid-2009, Burger King was not in any of the following countries: Pakistan, India, Nigeria, South Africa and France. But now they are expanding their more and have some branches on these countries as well. In looking for new countries to enter, Burger King needs to find more countries to expand that is suitable ideally. They should go for the countries with higher populations and preferably youth and concentrations of urban activity. Local diets containing of high feasting of beef would be inspiring and encouraging because their signature products are made of beef. In addition, areas which are safe, sustain politically stable business environment and have available capital are ideal. Burger King Restaurants are mainly known by the type of food they serve, which is typical fast food consisting of chicken sandwiches and hamburger. Side dishes contain the standard French fries, but they also have healthier options such as apple fries. Children attending birthday parties at Burger King get cardboard crowns to wear on their heads. Burger King is an international company with franchise location throughout the world. There are locations in each of the 50 states in the United States, and in 69 other countries. The total number of locations worldwide is 11,200 with over 11 million guests visiting Burger King on a daily basis, according to Burger King's website. Burger King competes with all types of food retailers on the basis of prices, food qualities, convenience and customer services. 1.1 Competitive Advantage Burger King has been in direct competition with burger giant McDonald's since Burger King's inception in the 1950's. It is at present the number two burger chain in the world behind McDonald's. Other direct competitors of Burger King are Yum and Wendy's In order to attract new customers and to remain competitive, Burger King is continuing its market expansion strategy. Adopting a competitive strategy in an organization will convey value to your consumers and the community. Burger King is competing in the dynamic food retail industry. Customers have a variety of choices of food. Differences that Burger King attempt are obvious, by realizing the need of their customers, and the drive for reasonable burger with large amount of meet. Burger King is functioning to take advantage of the market shares and increase the revenue across countries. In addition, fast food industry is still the leading food retail sector in the United States and this attracts lots of local and regional companies to join the industry. The capital and technical requirements of setting up a fast food restaurant is not that huge in compared with other industries. Therefore, Burger King is not only competing with the large food retail companies, they also need to compete against the small business within the United States. On the other hand, increasing among of people show their concerns on the health issues related to the fast food restaurant and some people even criticize the excessive calories provide by this kind of restaurants. Internationally its menu options and marketing campaigns will focus on the brand equities which give various competitive advantage, quality, flame-broiled taste and size at reasonable prices. Concerning the company's growth Burger King present nearly all diverse and perhaps the most innovative products. Burger King must persist to invest and stay committed to development and research in order to come up through further diverse and innovative products. The consumers are more health conscious and Burger King must be amongst the first companies to satisfy this demand. Burger King is focusing on a macro-level customer concern. (Hodgetts, 2007) suggest some of brenneman’s tips for setting up a troubled company consist of focus on giving customers what they want (not what you imagine they need). Challenging conventional thinking, pamper your best reiterate customers with new products that provide to their wishes, commune constantly with employees (charitable them by weekly updates on growth), and making employees experience pride on their responsibilities. Through these changes, Burger King is yet again a competitive company. (Hodgetts, 2007) Burger King looking for to become more inventive and creative it would help the company in producing bigger productivity and profits; Burger King would keep on competitive to carry on the fast food industry. Vice president of Burger King Leo Leon keep persist in Burger King flourishing over improvement with its fresh and improved French fries focused on advancement in menu items within the quick-service industry. Since 1998 Burger King has determined to innovate within their French fries. Seven-thousand Burger King Restaurants will have the fries by December 5, 2011. Burger King is also promoting this entrance by offering free small fries on December 16. Upgrading in their menu and self-serve desserts and ice cream are all new continuous improvement on their products to make the most of their profits and grow. Leo Leon mentions, “At Burger King, we constantly strive to make every item on our menu the best it can be (Valenciarv01, 2012). 2. Change Management Burger King was an “old” brand that constantly underperformed its grouping. The spirit of its message was “We make healthier burgers, have them your way,” and this became inappropriate to its customer base universal, who felt additional emotional approach to the fast food utilization experience that other companies were communicating. It took Burger King multiple changes and time to its possession structure, management teams, and advertising campaigns. After getting familiar they took suitable action so that the fast food giant never looked back. It reshapes its brand, acceptance innovation across the four Ps Product, Promotion, Price, and Place. Together with bold publicity and pioneering social media campaigns, this put Burger King on the map at 13 quarters of sales growth. 2.1 Necessitate for Change: (Doppelt, 2010) wrote, “Change initiatives can falter if you move too rapidly to a new phase before sufficient groundwork has been laid”. It is essential for Burger King to turn its new marketing campaign and franchisee relations into a catalyst to generate the reliability gone lost for so long within the company. The company’s history is sated with sudden changes that dislocate progress. Despite indictment that its original television ad attributes Mary J. Blige opposing pessimistic African American stereotypes, Burger King must continue confident in its strategy and continue the route to achieve ideal optimistic change. Simply after an adequately convincing case for amending is familiar will the right people be keen to contribute (Doppelt, 2010). 2.2 Build a Compelling Vision: Burger King’s stakeholders can illustrate from when building a stronger vision toward success. (Doppelt, 2010) write, “Without a coherent theory of success, organizations usually end up .Follow a scattered collection of activities and projects that guide to marginal improvements or outright failure” To achieve this vision, Burger King must work on its franchisees to put up a stronger connection. Only after powerful teams are planned can have an inspiring new Purpose and vision for the organization be adopted through its stable ownership. (Doppelt, 2010) The casual communal life of workplace is used by Burger King to generate identification with the company and management pays an immense deal of attention to the employee’s social aspects. Thus a human relations ‘sales pitch’ is obtainable as a replacement for decent wages and benefits at Burger King. The company does not present sufficient incentives to effectively decrease turnover (Reiter, 1996) 3. Diversity Management: In the sixth annual Diversity Report Burger King is listed amongst 40 Best Companies for Diversity The report investigates the top 1,000 publicly-traded companies, and the top 50 global companies with U.S. operations. Burger King was familiar for its efforts to generate a diverse culture in the place of work, together with its four key pillars direct by the company's executive team to assure addition efforts in the workforce, guests, community, and operators/suppliers. Once a business objective is definite it is time for an organization to recognize the necessary actions to attain its objectives. This initial accomplishment an organization must take is to extend a diversity department that direct diversity within an organization Burger King struggle to produce business opportunities for minorities and women through recruitment, maintenance and development by funding workshops, and networking procedures. Denny’s diversity training may symbolize some of the company’s best hard work to accurate its diversity issues. It instructs employees how to put emphasis on customers. More imperative, employees are skilled how to reflect their understanding back to the client and explain their worry about a problem. Training instructs sensitivity for each culture, not just for African Americans. for instance, employees are trained that it is out of place to ask a Hispanic customer to prove a green card, despite of the reason (Barak, 2010). 4. Recruitment and Selection: Recruitment is the method of seeking and attracting a group of capable and skilled applicants from which candidates for job vacancies can be selected. And selection is a process of connecting collection of activities to the organization’s strategic business objectives and culture. The significance of having a good selection and recruitment plan can make the difference of selecting a great employee with the abilities required to succeed and the motivation to be loyal to the organization and its goals. Burger King often wishes to recruit high qualified and experienced people for joining growing movement of the organization. Burger King have enormous business opportunities but for using these opportunities they require the highly capable, qualified and experienced people who are efficient on management or owning business units, low level workers who have the experience of serve the customer and also dealing with the customer. Burger King provides efficient training to employees for being able to run the business well. There training focuses on team building, leadership skill, business management and handling client enquiries. At the end of the training program, they study about stock manage and ordering, profit and loss financial. Burger King, whenever recruit staff to their stores they at first give 3 or 4 days training to new recruited person so that he will be capable to do his work efficiently and effectively and he doesn’t face any trouble and difficulty in sensitive work that is servicing the customer. If somebody has the personality, ambition, flexible approach and commitment to hard work, then he will find a world of opportunity in Burger King. Whether someone needs an entry-level job or hope to begin a professional fast food career, Burger King needs to hire both entry-level workers and professional associates to fill full-time jobs and part-time vacancies alike. 5. Compensation and Benefits: A Burger King worker receives right to use to a lot of work benefits. Even if someone is doing an entry level job he will enjoy those benefits too which includes waged on-the-job training, flexible scheduling, Enjoy a half price meal reasonable pay rates for the fast food restaurant industry. Good food at an even better price. Entitled and suitable employees receive a host of additional employment benefits like health perks, future planning bonuses, and further job perks. Health and wellness workers benefits at Burger King cover many aspects of life. Employees might access medical, dental, and vision health insurance plans as well as prescription drug plans. Associates may also use flexible expenditure accounts and take benefit of both dependent benefits and family partner benefits. An appropriate associate may also access future planning benefits at Burger King. Save up to 50% of your pay through the Burger King 401(k) Savings Plan. Capable employees get 401(k) retirement plans with up to 6% total revenue company match. Workers may also plan against the unfortunate and take benefit of business mishap, life, and disability insurance choice through the Burger King Benefits package. Burger King Workers get numerous additional employment benefits, as well, eligible workers may access tuition assistance and adoption support as Burger King associates. Eligible employees also get paid time off and access to a Burger King Employee assistance program. Everyone loves this in Burger King you and your Manager can often set a schedule that benefits both of you. Family, school, other activities generally they can all be accommodated when you and your Manager work together. Burger King supports your right to serve on Jury Duty. For up to three days (or reliable with country law where staff works) from the start of your service, you will be paid the difference between your court pay and regular pay for any day that would have been a commonly scheduled day for you to work. In short Burger King, will have everything you need to do your thing. Flexible schedules, career development, full-time benefits, and the scroll go on and on.   6. Organizational Climate: Possibly one of the most significant and important features of a great workplace is its organizational climate. It is hard to make overview about organizational climate. Organizational climate can differ greatly from one company to another. Organizational climate clearly influence and control the success of a business. Many companies, though, fight and work hard to cultivate the climate they need to be successful and retain their most highly effective and efficient workers. (Hellriegel and Slocum,2006) describe that business can take steps to build a more positive and employee-centered climate through creating a climate change in your company is one of the main fundamental steps to start to make a great place to work. Bold, powerful, enjoyable and fun. That’s what Burger King is all about. It’s not just a case of being the best and finest. It’s about making sure everyone knows it. The organizational climate of Burger King is very pleasant. The employees conveyed the attitude that they were there to help the consumers in any way possible. They have a very clean setup and no loud noises from the service area. They also offer relaxing music for consumers to listen to while dining. Burger King possessed more than sufficient communication and management. Employees gave the customers feedback on their orders. Each consumer received a receipt, which allows them to double-check their order. The workers also read the order back to the consumers before handing them the order. In terms of management, there is a manager in plain sight throughout. The manager keeps a check on orders and employees. Burger King has many franchises spread around the world, in Florida which is the major branch, Malaysia and so on. Despite the fact that it is spread around the world, Burger King has different menus in each country which is organized according to the beliefs, taste and behaviour of each country. Burger King organizational climate is advance, flexible, appreciating, learning and development. They ensure that the quality of their food should be good. In short Burger King Teams are continually researching and developing ways to make changes that will be positive on the environment without compromising operational standards. (Hellriegel and Slocum, 2006) 7. Conclusion: This paper studied how a lack of idea and stable leadership changes factor into the need for Burger King’s current image and advertising makeover. It evaluates the chain’s historical use of coercive control and over-reliance on a reliable and trustworthy leadership style, which marked its relationship with franchisees. It also suggests various strategies Burger King could use to correct these problems. Recently, the company has improved its investments in African-American banks and its carry out for efforts of the fledgling variety Foods in Virginia in its hard work to become one of the largest and leading black-owned businesses in the United States. Burger King impressed out its own place in fast-food products by means of numerous factors which include its unique Whopper product, a cooking method that relies on flame-broiling instead of frying, and the company's original and creative advertising campaigns. Burger King has attempted to develop and progress its standing with franchisees through mutual decision-making and an unbiased mix of reliable, trustworthy and democratic management styles. Still, the company must craft an image that speaks to these schemes and Burger King’s goals moving forward. The company has also spent significantly in new and creative marketing efforts, fresh menu items, and restaurant modify in an effort to alter its injurious, unhealthy and out-of-touch image. In the end, the ultimate measure of achievement and success will be whether or not these new ways positively impact the bottom line. Economic increase will not result from a poor image, a poor product and poor franchisee relationships. These three factors are clearly and permanently tied to profit, so Burger King must continually and consistently check and examine feedback and answer to fears and concerns if the company wishes to get back the number two spot between North America’s fast food chains. Then it must keep its eye on the broiler to remain there 8. References Doppelt, B. (2010). Leading Change Toward Sustainability: A Change-Management Guide for Business, Government and Civil Society. Sheffield, United Kingdom: Greenleaf Publishing Limited. Vol: 2, pp. 108. Reiter, E. (1996). Leading Making Fast Food: From the Frying Pan Into the Fryer . Montreal: McGill-Queen's University Press.Vol:2, pp.165. Hodgetts, R.,M ., Hegar, K.,H.,( 2007). Modern Human Relations at Work. Mason, United States of America,UN: Cengage Learning.Vol:10, pp.473. Barak,M.,E.,M (2010). Managing Diversity: Toward a Globally Inclusive Workplace. Los Angeles, United States of America,UN: SAGE. Vol:2, pp.268. Hellriegel.,D and Slocum.,J.,W (2006). Study Guide for Hellriegel/Slocum's Organizational Behavior, United States of America,UN: Cengage South-Western. Vol:11, pp.148. Valenciarv01 (2012). Burger King Innovative. Retrieved from http://www.studymode.com/essays/Burger-King-Innovative-887769.html Read More