Commercial Ad Burger King was founded in 1954 by James McLamore and David Edgerton. In 1954, McLamore and Edgerton decided to open the first Burger King in the beautiful Miami, Fl. In 1957, “The Whopper” sandwich was introduced and became an instant success, leading the two founders to develop “Burger King, Home Of The Whopper” campaign in 1958. With the opening of two restaurants in Puerto Rico in 1963, the founders acquired national and international franchising rights for the Burger King brand in 1961. In 1967, Burger King became a fully owned subsidiary.
Ray Kroc bought out the McDonald brothers, Mac and Dick, for $2.7 Million in cash in 1961. Kroc’s prototype store in Des Plaines, Illinois, is now a museum. Also in 1961, Kroc opened Hamburger University in the basement of a McDonald’s restaurant, in Elk Grove Village, Illinois. By 1963, McDonald’s was selling a million hamburgers a day. The company went public in 1965.
Subway is a well known restaurant, you see them everywhere from strip malls, in some grocery stores and even on school campuses. Many people do not remember or known the amazing journey this restaurant has went on. Starting in 1965, When 17 year old Fred DeLuca and Dr. Peter Buck teamed up to open the first subway originally known as “Pete’s Super Submarines” in Bridgeport, Connecticut. At this time the average cost was 49-69 cents and on the first day the team sold 312 sandwiches. The two where known as the Dream Team, in 1966 they decided to open Doctor’s Association Inc. derived from Dr. Buck and the dream that Fred hoped to pay to get his doctorates degree from the sandwich business.
2). According to Lorene Yue, an online reporter for Crain’s Chicago Business, she points out that McDonald’s uses the dollar menu to “profitably… lure people to its restaurants by offering a burger or chicken sandwich for a buck and then upselling customers once they get to the counter” (Par. 1). Also on her online report, Yue includes that “McDonald’s executives say pricing is [the] key to getting more people in the door” (Par. 4).
Since it’s foundation in 1954, McDonald’s has satisfied the customers with its main product, hamburger. With having more than 35,000 restaurants located in US, Europe, Canada, Asia Pacific, Meddle East and Latin America; it serves 52 million customers daily (McDonald’s 2006 Annual Report, 2007). 1954 was the year that reshaped the concepts of fast food industry. Fifty two year old milk shake salesman, Ray Kroc envisioned the idea of creating a hamburger product and delivering it to customers in very short time; when he visited his client McDonald’s. By that time, McDonald brothers were operating a restaurant which sold burger, French fries and milk shakes and was efficient but was limited to small scale operation.
The first and foremost approach Burger King can engage in is differentiation. They need to bring variety to their menu and include a plethora of healthy options. Obesity is rapidly growing especially within the United States, as well as, the amount of fast food chains. Burger King can set themselves aside from other chains by providing those healthy, yet delicious menu choices. For example, Burger King can introduce a children’s meal that provides a choice of fruit as their side and a healthy drink such as apple, orange, or pineapple juice.
Burger King delivers quality, great tasting food which satisfies ones need or wants and captures the value of customers even before the first purchase is made. Burger King has products very unique from other competitors such as KFC and McDonalds. The difference is that Burger King does not limit their customers in terms of what they eat. For example, when I spoke to a customer also big fan of Burger King, he mentioned that the sauces are left public for the customer to decide on which sauce to have rather than giving the customer one kind of sauce such as McDonalds and KFC. The cold beverage is also self-help service in which customers can help themselves to a bottomless drink.
The menu at McDonald's typically consists of hamburgers, chicken sandwiches, salads, drinks, shakes, and a recent influx of healthier alternatives. McDonald's also is widely known for their breakfast menu, which consists of sandwiches, pancakes, French toast, hash browns, and breakfast drinks. Since McDonald's appeals to such a wide audience, it must constantly re-evaluate its menu depending on feedback and market research. McDonald's expends considerable resources to update its menu and introduce new products in order to be more in tune with its target audience (The Times 100). McDonald's also focuses on the perception of value within it line of products and therefore takes care to price its menu items accordingly.
In 1948 after eight years of operations the McDonald 's brothers discovered that the majority of their revenue was coming from hamburgers. With this in mind, they decided to change the menu and set their focus mainly on hamburgers. They also changed the name of the restaurant to simply “McDonald’s” and adopted an assembly line approach in the production process. After continued
His book was on the New York Times bestsellers list for nearly two years. Schlosser has appeared on 60 Minutes, CNN, FOX News, and many others. His work has appeared in Rolling Stone and The New Yorker (Drury University). In Schlosser’s book, Chapter 5: “Why the Fries Taste Good” helps to explain what we are actually eating when it comes to America’s fast food industry. The beginning of this chapter focuses on the J.R. Simplot Plant which is located in Arberdeen, Idaho and processes around a million pounds of potatoes per day (Schlosser 111).