Introduction

Two determined men by the names of James McLamore and David Edgerton had the same vision, to offer citizens great tasting, inexpensive food that would be served in a clean and welcoming environment. These entrepreneurs had already gained experience in the restaurant business in the past.

In 1954 the first Burger King was open to the public in Miami, Florida (www.burgerking.ca/en/1122/index.php). By developing the first Burger King, James McLamore and David Edgerton had given the community a comfortable environment to eat inside of the restaurant, because the restaurant was the first fast food business to offer people the option of dining in the restaurant or going to the drive thru().

With McDonalds being the largest fast food chain in the world, Burger King rates as the second largest hamburger fast food restaurant in the world, with Wendy’s following right behind it (Armstrong/Kotler, 450). Burger King came to be the second largest hamburger fast food chain in the world with a total amount of sales at $7.9 billion in the year of 2003, falling behind McDonalds with their sales being $22.1 billion (Armstrong/Kotler, 450). Burger King’s most popular product, the Original Whopper Sandwich was introduced to the world in 1957. The Whopper became a huge success and is still a world known sandwich that has a perfect fire-grilled taste (www.burgerking.ca/en/1121/index.php). This tasty hamburger was created to satisfy their customer so that any one as customer can have their food their own way which relates to their slogan "Have it your way", created in 1974. They state that their vision is to "proudly serve the best burgers in the business, plus a variety of real authentic foods....all freshly prepared.... just the way you want it" (www.burgerking.ca/en/1121/index.php).

One of their goals is that they try hard to continuously increase their image and product line. Having integrity, diversity, fairness, team work, and commitment to excellence are only some of this fast food restaurants values. With Burger King’s unique values and slogan they have created a position for themselves that separates them from other fast food restaurants. One way that Burger King has positioned their selves away from the competitors is by getting away from the traditional menu and to offer regional menu items, which offers local dishes exclusive to certain cities. The Breakfast Burrito which is served in the south-west and Mustard Whopper in Texas are only some of Burger King’s regional items that customers can purchase (www.burgerking.ca/en/1121/index.php).

Crispin Porter + Bogusky (CB + P) which is Burger King’s advertising agencey, created a popular website for the company to help promote sales. This web site is  shows a man in a chicken costume with a lady’s garter belt around its leg. The slogan for the website was to "Get chicken just the way you like it. Type in your command here". The user would be able to type in a phrase or words and the chicken would respond to the customer’s demand. When this website was first created, only 20 people (employees and their families) were aware of its existence. Amazingly within the first 10 days of the website’s creation there were 20 million people that had visited the site. The 20 million web users had spent an average of seven minutes on  exploring and seeing how they can have chicken their way (Armstrong/Kotler, 451).

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There are sixty-five countries and U.S. territories that Burger King has establishments. Puerto Rico in 1963 was the first international state to have the restaurant (www.burgerking.ca/en/112/index.php). Starting in 1998 Canada had an increasing growth, where they have opened over 120 restaurants within 7 years. The country of Canada is a large significant role to Burger King being as successful as it has been. This popular restaurant is located in all fifty United States and continues to be successful now today.

Main Issues and Problems

        Burger King’s target market is broad. They have a differentiated marketing strategy, their main product ...

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