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. Later, James McLamore joined the board of directors of Pillsbury and continued to be involved with Burger King until he retired. According to the history of Burger King, at the time of acquisition, Burger King was comprised of 274 restaurants with 8,000 employees in the United States. In the 1970s, Burger King was marked by a number of important milestones, including the “Have It Your Way” campaign in 1974 and the introduction of the Drive-thru service in the U.S. in 1975. In 2006, Burger King Holdings completed a successful initial public offering, and listed its stock on the New York Stock Exchange. According to the Burger King article, the latest entry in the fast-food value menu competition comes from Burger King. The
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Burger King has a value, breakfast and a dinner menu. Also, Burger King even have a dessert menu as well as different smoothies and frappes to choose from. As a result, this commercial ad wants the audience to know more about the two for $5 deal. This deal allows the customers to save money and to get whatever two sandwiches they desire for just $5. This commercial ad informs the audience much about the two for $5 deal. This commercial ad appeals to logic. It gives the audience several reasons why they should choose to eat at Burger King for lunch or dinner. You should choose Burger King because you can “Have it your
Chipotle first opened its doors in Denver, Colorado in 1993, setting out to create a new experience for the fast food diner. They put together a simple equation of fast, fresh and high-quality ingredients and looked to change how people viewed fast food forever. Their simplistic approach has expanded across the years and although they still strive for the same fast, fresh and high- quality concept their views have expanded to include sustainability as one of their main pillars.
The corporation I chose to discuss is McDonald’s. McDonald’s is a publicly traded corporation that includes the following domestic companies, McDonald’s, Chipotle Mexican Grill, and Boston Market. This paper will discuss the following:
This analysis paper will analyze one advertisement picture that was produced by the mega food chain known as McDonalds. The ad is exuberantly promoting three cheeseburgers that the fast food chain is attempting to sell. The three cheeseburgers on the advertisement are the more popular attractions of the fast food chain including the “Angus Deluxe Third pounder”, the “Double Quarter Pounder with Cheese”, and the most famous one of all, “The Big Mac”. These three cheeseburgers have been the baseline for the McDonalds fast food chain ever since the restaurant opened. The burgers are also known world wide, making this advertisement is just a way to get the public to come and buy there food.
“If you live in a free market and a free society, shouldn’t you have the right to know what you’re buying? It’s shocking that we don’t and it’s shocking how much is kept from us” (Kenner). For years, the American public has been in the dark about the conditions under which the meat on their plate was produced. The movie, Food Inc. uncovers the harsh truths about the food industry. This shows that muckraking is still an effective means of creating change as shown by Robert Kenner’s movie, Food Inc. and the reforms to the food industry that followed its release.
From a study completed by Chicago-based Research International USA completed a study called “Fast Food Nation 2008. The panel consisted of 1,000 respondents of ages 16-65 who provided their inputs with an online survey which was conducted between March 13 through 2008. Which was based on results on fast food restaurants like McDonald’s, Burger King, and Wendy’s are gaining popularity even through the economic hardship and recession. Marketing strategy has become more of influence on kids and young American’s. As population grows and the demand increases of fast food restaurants are expanding their stores to capturing more consumers. Fast food chains are also willing to change their menus to continue to gain and retain repeating customers. With each generation that passes, brings fast food chains into more homes and continues impacting lives.
OPPORTUNITIES: McDonalds has many opportunities to change its look, menu, and customer service. McDonald’s started building newer building incorporating the arch, along with more modern furnishings. The menu has changed by adding more breakfast items and introducing the McCafe in certain areas.
Burger King delivers value to their customers through their products, prices, and place and promotion strategies - (“BK doesn’t just promise value, they actually deliver value”). Burger king has been in existence for 60 years and is growing rapidly in many other countries. 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. This way the customer feels free to choose what satisfies the need or want.
When it comes to fast food restaurants like Mcdonald 's and Burger King, people tend to wonder if they 're more similar or different. Each restaurant has qualities that separate them from another, but yet there are also many ways they 're similar, too. These two restaurants have been around forever and do a very big business around the world. Their greasy burgers, fries, ice cream, etc., are tasty treats to many americans that they can 't go a day without. They 're so focused on the food that they probably aren 't wondering what I am, what are the similarities and differences between Mcdonald 's and Burger King?
The McDonald's Corporation is the largest chain of fast food restaurants in the world. It is franchised in over 119 countries and serves an average of 68 million customers daily. The company started in 1940 as a barbecue restaurant operated by Richard and Maurice McDonald in the United States. They reorganized their business as a hamburger stand in 1948. In 1955, Businessman Ray Kroc joined the company as a franchise agent. He purchased the chain from the McDonald brothers and oversaw its global-wide growth (McDonald’s 2014).
One of Burger King’s most important strengths is its strong market position. It is the second largest fast food chain in the world, trailing McDonald’s. There are 11,550 stores in 71 different countries. Its geographic diversification is a competitive advantage. Burger King’s slogan, “HAVE IT YOUR WAY,” and its’ famous “WHOPPER” brand are very recognized by all consumers. These two campaigns were created in the 70s and have stuck around ever since. Talking some numbers, between 2006 and 2008, the chain’s profitability increased from $170 million to $354 million. In 2010, $2.5 billion was expected to be made and Burger King was able to reach just those projections.
Strategic management is the way of implementing different business strategies and plans to attain certain specific aims and objectives. It involves collection of decisions and different rules and policies that tend to define the results that are generated in the form of better business performance. For undertaking these activities, management should possess an in depth understanding and be able to assess the general and competitive external and internal business environment to take proper business decisions (Cornelis, 2010). McDonalds is an organization that offers a range of products and services in a very effective manner that makes it a market leader in providing fast food services all over the world. By enforcing suitable strategies, McDonalds can increase its level of sales and will also help in upgrading as well as sustaining the market by acquiring competitive advantage (Schoenberg, Collier and Bowman, 2013).
Burger King is a well-known fast food restaurant that tends to post ads that most individuals may find eye catching. This ad is definitely one of them. The way that you might interpret this ad depends on what gender you are and what type of perspective you view this ad. If you were to hear about this advertisement you would most likely assume that Burger King’s target audience are men because of the words chosen. Burger King is advertising a new super seven-inch sandwich. This juicy, flame- grilled sandwich is filled with American cheese, crispy onions and a beef patty topped with a “hearty” A.1 steak sauce. The appeal used in this advertisement is absolutely the need for sex. The quote, “ It’ll Blow Your Mind Away” in large bold font just
Fierce and growing competition – big fast food companies like Burger King and Kentucky Fried Chicken are constantly competing with McDonalds for customers and trying to take the spot as the top fast food chain.
Burger King’s core competency is fast food restaurant franchises specializing in made to order, flame-broiled hamburger sandwiches, particularly the “Whopper”. Using the strategy of industrial organization to capture market share Burger King offers a similar product (hamburgers) in a different way (flame-broiled). This strategy of product differentiation is part of the firm conduct category that Burger King uses to set itself apart from its competitors. In order to compete with its fast food competitors Burger King accentuates its core competencies in its marketing and product strategies, thereby leveraging market share.
The customer segment for fast food fried chicken generally serve family, children and adults. KFC and Popeyes offer family meals for large order instead of purchasing several value meals (Capillary Technologies, 2014).