Burger King Mission Statement

- Vision for Food, Speed, and

Customer Experience
Mission Statement, Headquarters and
History of Burger King Fast
Food Restaurants
The founders of Burger King restaurants had a vision for their fast food chain which included the food, the speed, and the customer experience. The
mission and commitments of Burger King today are aligned with that original vision. (See the Burger King Vision and Commitments below.)

Burger King Fast Food Restaurant Chain Founders Facts and Trivia:

The Burger King restaurant chain was actually started in 1953 by Matthew Burns and Keith J. Kramer in Jacksonville,
Florida as the Insta-Burger King restaurant, featuring an Insta-Broiler to cook the food. In 1954 when the company was
having financial problems, two franchisees, James McLamore and David Edgerton, purchased the right to operate the chain
and changed the name to Burger King.

Once established, expansion and growth happened quickly for the Burger King restaurant chain. The Whopper was
introduced in 1957, the first Burger King franchise was opened in 1959, the first Burger King international location opened
in Puerto Rico in 1965, and the company was purchased by Pillsbury in 1967.

Burger King Restaurant Chain Headquarters:

The corporate headquarters of the Burger King fast food restaurant chain is located in Miami, Florida, where the original
franchise of McLamore and Edgerton was located.

The Mission Statement of Burger King Restaurants:

The vision of McLamore and Edgerton when they purchased the Insta-Burger King restaurant concept has remained the
vision and mission of Burger King restaurants throughout the world, and is referenced in the individual international Burger
King restaurant websites. That original Burger King Vision was:

“Offering reasonably priced quality food, served quickly, in attractive, clean surroundings.”

Today in the U.S., Burger King uses “commitments” to guide its business, in addition to that original mission statement.
Specifically, the Burger King commitment is:

“Our commitment to premium ingredients, signature recipes, and family-friendly dining experiences is what
has defined our brand for more than 50 successful years.”

Burger King corporate further defines the commitments that guide its daily business operations in its corporate governance
documents:

FOOD
For over 50 years, our restaurants have been serving high quality, great tasting and affordable food around the world. Our
commitment to the food we serve is what defines us as a company and is at the center of our HAVE IT YOUR WAY brand
promise.

PEOPLE
We are dedicated to supporting and investing in our people – employees, franchisees, suppliers and restaurant guests –
because they are the cornerstone of our business. In many different ways, we do all that we can to serve employees and
guest alike.”

In addition, Burger King has a clear statement of “What We Believe” which also serves as a mission statement, although
not officially identified as one:

"WHAT DO WE BELIEVE?
We believe in working together with and listening to our employees, guests, business partners and the people int he
communities in which we live and work. We share their concerns for our neighborhoods, educating children, preserving the
environment, providing jobs and doing our part to help families eat and live better by offering more nutritious food options
and promoting healthy life-style messages. We know we have a role to play in each of these areas.”

Keith Kramer and his wife's uncle Matthew Burns lived in Jacksonville, Florida in 1953, and were looking for a restaurant
idea. The built a stove that they called the Insta-Broiler, and they called their stores "Insta-Burger King." The idea was
picked up by a pair of Cornell University classmates, James McLamore and David Edgerton. McLamore had visited the
hamburger stand that was operated by the McDonald brothers that launched the McDonald's empire, and he and Edgerton
bought an Insta-Burger King franchise in Miami in 1954.

The growth of the Miami metropolitan area made it an excellent location for starting a new chain, but an adjustment had to
be made to the Insta-Broiler idea. McLamore and Edgerton came up with a gas grill that they called a "flame broiler," and
it eliminated the problems of the Insta-broiler. In 1959, their operation had grown, and the Kramer-Burns operation had
run into such trouble, that McLamore and Edgerton could buy Kramer and Burns out. By 1961, the rechristened Burger
King and its signature burger the Whopper had begun to spread across the United States.

In 1967, the Pillsbury Company bought Burger King Corporation for $18 million, and with the baking company's capital
behind it, by the late 1970s, Burger King was able to grow to become America's second-largest burger chain, behind
McDonald's. This was the era of several one vs. two battles in American business, from Coke vs. Pepsi in soda and Hertz vs.
Avis in car rentals to ABC's successful battle to overcome CBS and NBC to become the most popular television network.

In 1978, Burger King poached executive Donald N. Smith from McDonald's. He restructured the company's franchise
agreements so that owners could not own franchises in other chains, thus encouraging loyalty; and so that they could not
operate stores more than an hour's drive from their homes, thus cutting down on absentee ownership. Many unprofitable
franchise owners dropped out, trimming the company's fat. It was at this time that Burger King began to reach out to
children, by countering McDonald's commercials featuring live-action versions of its characters Ronald McDonald and his
friends with similarly-themed characters: A Burger King who was also a magician, the Wizard of Fries and Sir Shake-a-Lot.

Smith took on not only his former employer and Long John Silver's by introducing Burger King's first fish sandwiches, but
also Kentucky Fried Chicken and Wendy's by introducing their first chicken sandwiches. Company sales were up 15 percent
by 1980, at which point Smith was poached once again, this time by PepsiCo. After he left, sales began to decline.

Norman Brinker, who had been brought into Pillsbury when they bought his chain Steak and Ale, was charged with turning
the company around. He started what became known as the Burger Wars, running commercials that said Burger King's
burgers were bigger and better than McDonald's; these may be the first political-style "attack ads" in the food industry. As
with Smith's efforts, Brinker's worked for a brief time before he left the company, and he went on to build the Chili's
restaurant chain.
Without Smith or Brinker, Burger King declined again, and this was one of the reasons why Pillsbury was unable to fight off a
takeover bid by British company Grand Metropolitan PLC. Already having a worldwide focus, Grand Met changed Burger
King's distribution methods, switching their soft-drink contract from Pepsi to Coca-Cola, partnering with the Walt Disney
Company to tie in with Disney films, and expanding BK around the globe, partially by buying the company that ran British-
based burger chain Wimpy.

The company's headquarters building in Miami was destroyed by Hurricane Andrew in 1992, but a proactive response by
Grand Met led to a quick rebound. In 1997, Grand Met merged with brewing giant Guinness to form Diageo plc, which
seemed to ignore Burger King in comparison to its alcoholic properties like Guinness, Johnnie Walker, and Moet & Chandon.

So BK declined again until TPG Capital, with assistance from Goldman Sachs and Bain Capital, bought Burger King for $1.5
billion. An IPO was launched in 2006, generating $425 million in revenue. TPG introduced the Whopper Bar concept, allowing
customers in some stores to better see the burgers being made, a concept similar to the Benihana steakhouse chain but
more familiar to Starbucks customers, with the workers being named "Whopperistas." The company grew to being worth
$3.2 billion, the purchase price that 3G Capital paid TPG for it in 2010.

While McDonald's has been hailed as a business model both domestic and international, Burger King's ups and downs
make it, arguably, a more interesting company to a neutral observer.

Burger King Holdings is one whopping burger joint, operating some 11,200 restaurants in the U.S. and over 65
countries worldwide. (The company itself owns over 1,200 BK locations; the remainder are owned by franchisees.)
As such, it is the second-largest hamburger chain behind its arch-nemesis McDonald's. In addition to its famed
flame-broiled burgers, BK offers chicken sandwiches, salads and breakfast items. In fiscal year 2006, Burger King's
annual revenue hit the highest level in company history with a tally of $2.05 billion, an increase of 6 percent from
2005. The company also celebrated record average restaurant sales worldwide of $1.13 million. Though profit
decreased from 2005 to 2006, from $47 million to $27 million, fiscal 2007 is starting off well for the King.
 Our Commitment to People
We continue to distinguish ourselves from our competitors by being an exceptional employer. One of the ways that we accomplish
this goal is by creating a culture that is Bold, Accountable, Empowered and Fun.

1. Bold represents our determination to approach every situation with dynamic, innovative thinking.

2. Accountable means that we embrace the responsibility we have as a public company to deliver value for our shareholders and for our
franchisees and to provide great service and products to our restaurant guests.

3. Empowered says that we vest individuals with the power and control to achieve their goals whether that person is our colleague, our
franchisee, our supplier or our restaurant guest.

4. And Fun exclaims that we work as a team and strive to make every BURGER KING® worldwide – more than 12,200 restaurants, our field
teams and our Restaurant Support Centers – a place where people love coming to work every day.

Our Commitment to the Environment

Our teams are continually researching and developing ways to make changes that will be positive on the environment without compromising
operational standards. Our people are engaged and committed. We are researching ways to deliver consistent policies and practices across all of
our operations globally.

1. We have begun holding BURGER KING® Green Sessions for employees, members of our supply chain and key third-party partners who
understand BKC operations best and who are passionate about making a difference.
2. We know that recycling and waste management are two of our biggest environmental challenges. We are continually working with suppliers
to find ways we can reduce, reuse and recycle.

3. Globally, BKC has committed to purchase beef from suppliers that source only beef that has been raised in environmentally responsible ways.
As a result, none of our beef comes from recently deforested tropical rainforests.
 Our Commitment to Corporate Governance
Our codes and company policies encompass not only our core ethical principles, but specific issues that our employees and business partners face
on a day-to-day basis. Our goal is to continuously reinforce our policies and procedures to ensure compliance with the law as well as openness
and accountability.

1. The core ethical and governance principles of BKC begin at the top. The board sets the “tone at the top” by promoting an ethical culture that
respects and values all employees and stakeholders and encourages compliance with all laws and company policies.

2. As a condition of doing business within the BURGER KING® system, every approved vendor must comply with the Code of Business Ethics
and Conduct for Vendors.
3. We’ve partnered with, and received recognition from, a variety of organizations that share our dedication to being a good corporate citizen
and improving our communities around the world

Our Commitment to Food

Our brand promise empowers our guests to make educated choices in customizing their meals to fit their individual diets and lifestyles. We
recognize that there will always be additional steps we can take to enhance our menu options and satisfy our guests’ evolving desire for choice.
We will continue to explore new ways to make our food innovative as well as nutritious.

1. We provide detailed nutrition information to our guests so they can make informed choices.

2. Our HAVE IT YOUR WAY® brand promise lets our consumers customize their menu choices to meet their individual diets and lifestyles.

3. Nutrition, quality, value and taste are all important attributes that can help our guests and their children make choices that promote healthy
living. Our product innovation teams are constantly working with our trained chefs and nutritionist to develop new menu options that provide
a choice of great tasting food while meeting our guests’ nutritional needs.