Burger King Marketing Strategy – Marketing Strategy of Burger King: Burger King working under the brand design from Restaurant Brands International over the past 60 years was one of the biggest fast-food hamburger chains with over 100 restaurants all over the world. The majority of Burger King Outlets are franchised with a total of 15000. The remaining 1% is managed by the corporation the company itself.
Burger King At A Glance – Marketing Strategy of Burger King
Company : Burger King
CEO: Tom Curtis
Founder: James McLamore | David Edgerton
Year founded: 1954, Jacksonville, FL
Headquarters: Miami, FL
Annual Revenue: 4.97 billion USD
Profit | Net income: 486 million USD
Number of employees : 34,248
Products & Services: Hamburgers, Chicken, French fries, Soft drinks, Milkshakes, Salads, Desserts, Breakfast.
Burger King Competitors
Competitors: KFC | McDonald’s | Hardee’s | Luby’s. | Dunkin donuts | Dominos | Pizza Hut
Burger King Fun Facts: After Insta-Burger King ran into financial difficulties in 1954, its two Miami-based franchisees David Edgerton and James McLamore purchased the company and renamed it “Burger King”.
Marketing Strategy of Burger King
Burger King’s Marketing Strategy covers various aspects of the business right from segmentation and targeting to the overall mission and vision of the company and the various parameters which the company executes to become the top brand that it has in the market. So what is the Marketing Strategy of Burger King? Let us discuss.
Segmentation, Targeting, Positioning – Burger King Marketing Strategy
Burger King uses demographic and geographical segmentation variables to meet the ever-changing tastes and preferences of customers across the globe.
It utilizes a distinct targeted method to be able to meet the requirements of the clients in the right way.
A majority of fast-food chains base their business on serviceability and convenience aspects which are why Burger King is not an exception to this.
Burger King Mission Statement
“offer reasonably priced quality food, served quickly, in attractive, clean surroundings.”
Burger King Vision Statement
“to be the most profitable QSR business, through a strong franchise system and great people, serving the best burgers in the world.”
Burger King Tagline
“Have it your way”.
Competitive Advantage – Burger King Marketing Strategy
The company that is strong as a parent:
Restaurants Brand international being the parent company has supported to assist Burger King in utilizing its capabilities and infrastructure support that is helping the company to achieve its objectives and goals.
Line of business:
Burger King generates its revenue through three different businesses
- Fees and royalties that franchisees pay as a percentage of the total revenues made.
- Properties are subleased or leased to franchisees.
- The company’s revenue comes from its restaurants.
Intellectual Property Rights:
Burger King owns 4600plus Burger King Trademarks and more than 1000 names for domain registrations across the globe.
BCG Matrix – Burger King Marketing Strategy
Its three lines of business where franchise-owned outlets are a major feature on the BCG Matrix whereas the revenue generated from subleased or leased outlets to franchises and from franchise-owned outlets aren’t significant and hence are a red flag within BCG’s matrix. BCG matrix.
Distribution Strategy – Burger King Marketing Strategy
Burger King has about 15000plus franchised restaurants across the world that are run by master franchises in several countries. The raw materials and products that are used in Burger King restaurants are supplied through a third party who is located in many franchisees.
Brand equity – Burger King Marketing Strategy
The top fast-service eatery (QSR) company, Burger King has high TOMA (top of mind awareness) because of its renowned and unique products like hamburgers, Whopper, and many others that are helping the company increase the size of its sales share.
Competitive Analysis – Burger King Marketing Strategy
Fast-food chains are filled with national, international, and local businesses that are competing with one another for market share. Burger King competes based on its product selection and quality of service, as well as convenience and more.
Market Analysis – Burger King Marketing Strategy
Because of the existence of a variety of national, local, or international chain restaurants, it’s becoming increasingly difficult for companies to expand their customer base. In developing countries, it’s hard for businesses that operate in this field to grow the size of their market due to various factors such as low per capita income, literacy levels, and the level of poverty as well as the level of living.
To keep operating costs low, Burger King is operating in the franchise model of physical locations and is encouraging online sales by giving discounts to customers to
- Enhance the level of customer satisfaction level by providing ease of use.
- Controlling costs
Customer Analysis – Burger King Marketing Strategy
The customers from Burger King are the people who wish to enjoy delicious, healthy fast food that is safe and drinks. The majority of patrons of Burger King are in the age bracket of 15-40 in developing nations, and in developed countries, all ages choose Burger King. Burger King fast-food chain.
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