Nobody downloaded yet

Fast Food Market: A Comparison of Burger King and McDonald's - Case Study Example

Comments (0) Cite this document
Summary
The objective of the following study "Fast Food Market: A Comparison of Burger King and McDonald's" is to provide a retrospective look at the business rivalry between two major market competitors in the sphere of fast food: Burger King and McDonald's…
Download full paperFile format: .doc, available for editing
GRAB THE BEST PAPER95.4% of users find it useful
Fast Food Market: A Comparison of Burger King and McDonalds
Read TextPreview

Extract of sample "Fast Food Market: A Comparison of Burger King and McDonald's"

Download file to see previous pages By 1967 Burger King had already acquired more than 220 outlets around the country and had achieved huge success in the fast food industry, this result prompted Pillsbury Co to purchase Burger King Corporation.2 By June 22, the acquisition had been completed and Pillsbury Co had acquired Burger King in exchange for 350000 shares of Pillsbury common and 60000 shares of convertible preferred3.
At the same time McDonald brothers sold their business to Kroc for the sum of 2.7 million, however, they did not retain the right to keep McDonald's franchise. By the mid-seventies both these companies faced similar problems: high costs of raw materials, rising labor costs as well as fierce competition in the market; however energy crisis was one of the biggest threats that the companies faced. In view of many experts at that time the industry could be adversely affected by high energy and fuel costs that might have restricted the mobility of potential customers4.
However as both of these companies provided their customers with "take -away" service the crisis did not have a profound effect on their businesses, even though high prices on gas hampered expansion policies of fast food restaurants, which was an important element in the business development of the companies. (In 1972, for instance, more than 80 % of the revenues of McDonald's came from the sales of the outlets owned by the corporation yet, 62% of profit was derived from rental incomes as well as franchising fees. The same holds true for Burger King).
In spite of the rising costs of energy and fuel, McDonald's and Burger King managed to adjust to an energy crisis and by the middle of the seventies, they had started implementing new marketing strategy-wide expansion in the regional market.
One of the reasons for the massive expansion of fast food restaurants in the regional area was the absence of competition in rural areas. Both McDonalds and Burger King implemented almost identical marketing strategy-they reduced the sizes of their restaurants. For instance, McDonalds Corporation introduced so called "Mini- Mac" (new types of restaurants destined for rural areas) which were much smaller than their traditional types of the outlets in large cities; whereas Burger King established several restaurants in rural areas which could host 40 or 50 clients, instead of 100 customers. ...Download file to see next pagesRead More
Cite this document
  • APA
  • MLA
  • CHICAGO
(“Fast Food Market: A Comparison of Burger King and McDonald's Case Study - 1”, n.d.)
Fast Food Market: A Comparison of Burger King and McDonald's Case Study - 1. Retrieved from https://studentshare.org/marketing/1526420-fast-food-essay
(Fast Food Market: A Comparison of Burger King and McDonald'S Case Study - 1)
Fast Food Market: A Comparison of Burger King and McDonald'S Case Study - 1. https://studentshare.org/marketing/1526420-fast-food-essay.
“Fast Food Market: A Comparison of Burger King and McDonald'S Case Study - 1”, n.d. https://studentshare.org/marketing/1526420-fast-food-essay.
  • Cited: 0 times
Comments (0)
Click to create a comment or rate a document

CHECK THESE SAMPLES OF Fast Food Market: A Comparison of Burger King and McDonald's

Burger King

...being compared to McDonald’s and Subway due to their declining sales figure which were disappointing. It was facing sturdy competition from its competitors who were reaching peaks in terms of gratifying their prospect customers. It had been observed by the analysts that that latest campaigns of Burger King focused on the young men as their target due to which children, women and families were estranged. It had thus become indispensable on part of Burger King to reposition its brand to demarcate its product line from its competitors (Marketing Week, 2010). In the context of the provided scenario, Burger...
6 Pages(1500 words)Essay

Mcdonalds vs Burger King

...? The fast food industry is one of largest industries in the United s. There are over 160,000 fast food establishments in America (Numberof, ). The industry generates millions of jobs in the United States and abroad. Some of the American franchises have made it big internationally including the industry leader McDonald’s. McDonald’s participates in the burger segment of the industry. The biggest players in that segment are McDonald’s and Burger King. These two companies have had intense competition over the years and their marketing efforts target each other on many occasions. Over the years the two companies have had advertising wars over product superiority such as the French fries wars. The purpose of this paper is to compare... ...
7 Pages(1750 words)Research Paper

Prestigious Fast Food Restaurant -Burger King

...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...
12 Pages(3000 words)Research Paper

Burger King

...presidential candidates, Hillary Clinton, at the same period of a peak political event. The hits for the “Whopper Freakout” video on whopperfreakout.com were ranked above the hits on hillaryclinto.com from people searching for information on this presidential candidate (Eick). On negative analysis, could Burger King’s marketing campaign have advertised the whopper burger so much to the loss of popularity of other products in its chain? There is a chance that this could have been the upshot of the “Whopper Freakout” campaign. It could also show that Burger King achieved its marketing goal of proving that the whopper...
5 Pages(1250 words)Case Study

Burger King and Innovation

...customers always return to the fast food establishment where his/her wants, preferences and needs are not only met, but also complemented by the restaurant (Suprenant & Solomon, 1987). In a report released in 1999, it was mentioned that Burger King, along with McDonald’s planned to change their image and their entire business by employing a new logo, incorporating new store designs and implementing new marketing strategies (Withiam, 1999). Burger King, along with McDonald’s, are two of the largest fast food chains when it comes to annual revenue. In...
57 Pages(12000 words)Essay

Burger King

...No: Burger King Burger King is the most famous Hamburger fast food chain having a head quarter in Miami-Dade County, Florida, United State. Burger king is mostly abbreviated as BK. Company of Burger king started in 1953 with a different name known as Insta Burger King, a Jacksonville, Florida based restaurant chain. In 1955, Insta Burger King faced many financial difficulties because of that David Edgerton and James McLamore purchased that company and changed its name it as Burger...
1 Pages(250 words)Essay

Burger king

...s’ and Employee’s reaction during the service order: The Arndale centre is going under the process of refurbishment. Burger King Store at Luton in The Mall Arndale is new, clean and shinny one as compare to the old dingy and dirty one. Before discussing the customer and employee interaction during service order; generic ways of customer service order is there. Customer and Employee interaction during the service order can be of one among three kinds [UYS12]: i. First Kind: In first kind of simple and to the point interaction, the employer is concerned about “What the customer need?” And then client replied for the order of Item A at time T with price P. All the concerns in this kind of...
3 Pages(750 words)Essay

Comparison Report of McDonalds and Burger King

...Comparison Report of McDonalds and Burger King With the advancement and changes of technology and communicationin the world, companies are forced to remain alert and in corporate these changes in their day to day endeavors else the completion will be ahead of them. This paper looks at the Facebook pages of two competing companies in the same sector, McDonalds and Burger King. It compares and contrast the companies based on their social media pages and comes to the conclusion that McDonalds is the better company of the two Comparison Report of McDonalds and Burger King In this advancing world today, companies in competing industries have to be on their toes in order to keep up with the completion. With new technologies and modes... of...
4 Pages(1000 words)Essay

Analyze McDonald's

..., n.p). McDonald’s has an employee base of approximately 1,800,000 individuals. Over the years, McDonald’s has gained dominance in the fast food industry. The major competitors include Subway, Wendy’s Company, Burger King Worldwide Inc., Yum! and several other organizations (Jurevicius, n.p). In fact, the approach towards a healthy diet has led the company to making some changes in its presentation and menu, as well as increased the level of competition. As mentioned above, regardless of the fall in the number of clients, the company is still the largest fast food restaurant on earth. The company is...
3 Pages(750 words)Case Study

McDonald's

.... Furthermore, while individuals in western states such as the US may enjoy hamburgers and chips (French fries) as they are commonly called, individuals in Asian states, for instance, favor rice. In the past, McDonald’s has recommended a rice burger in China and the company is currently supporting rice to be eaten for supper in that area. Technological Trends Although technology may be seen to play a limited function in the fast food sector, the perception is misguided right at the core. Actually, high technology supports organizations develop their management and output, at the same time cutting on wasted time and assets. It can aid with arrangement, collation,...
1 Pages(250 words)Essay
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.

Let us find you another Case Study on topic Fast Food Market: A Comparison of Burger King and McDonald's for FREE!

Contact Us