FOOD SERVICE INDUSTRY

BURGER KING

INTRODUCTION

Burger King (BK) is an American multinational chain of hamburger fast food restaurants.

Headquartered in Miami-Dade County, Florida, the company was founded in 1953
as Insta-Burger King, a Jacksonville, Florida–based restaurant chain. 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".
Over the next half-century, the company changed hands four times, with its third set of
owners, a partnership of TPG Capital, Bain Capital, and Goldman Sachs Capital
Partners, taking it public in 2002. In late 2010, 3G Capital of Brazil acquired a majority
stake in the company, in a deal valued at US$3.26 billion. The new owners promptly
initiated a restructuring of the company to reverse its fortunes. 3G, along with
partner Berkshire Hathaway, eventually merged the company with the Canadian-based
doughnut chain Tim Hortons, under the auspices of a new Canadian-based parent
company named Restaurant Brands International.

SERVICE IN FOOD INDUSTRY :

 The restaurant and food service industry is an $899 billion industry in the United
States. Restaurants and other food-service providers are so widespread that half
of all adults have worked in food service in one way or another at some point in
their lives. The food service industry encompasses any establishment that serves
food to people outside their home. This includes restaurants, carryout operations,
cafeterias, university dining halls, catering and vending companies, hotels and
inns, and rehab and retirement centers.
 This industry is divided into two groups: Those that prepare and serve food and
those that produce and distribute food, equipment, and services needed by food
providers. The most common example of the first group is restaurants.
Restaurants employ front of the house people and back of the house people. The
former includes bartenders, wait staff, hosts, and busboys. The latter includes
 chefs, cooks, managers, and dishwashers. Fast food restaurants limit their staff
to food preparation people, managers, and cashiers. The trend of food trucks
adds a mobile component to food service and requires just a few people to drive
the truck, cook the food, and serve it through a window.
 Examples of the second group, producers and distributors of food, equipment,
and services, include equipment suppliers and food and beverage suppliers.
Equipment suppliers are an example of a segment of the food service industry
that does not deal directly with food. Salespeople inform owners and managers
of the latest supplies and appliances. Food suppliers may represent a farm or a
food production corporation. Their salespeople try to convince restaurants to use
their products. Representatives from wineries and liquor companies work with
restaurant chefs and bartenders to use their products in the restaurant.

SERVICE AT BURGER KING

Burger King is a quick service restaurant chain operating restaurants worldwide with
headquarters based in Florida, United States. The restaurant chain was founded in
Florida in 1953 under the name "Insta-Burger King". Insta-Burger King was purchased
in 1954, by its two Miami-based franchisees David Edgerton and James McLamore,
who renamed it "Burger King". Much like many quick service chains, its menu has since
grown to include options such as breakfast, dessert, and signature menu items such as
the "Whopper". Most recently, Burger King has released the "Impossible Whopper",
made with a plant-based patty, to appeal to those reducing meat consumption. These
days, Burger King is amongst the most valuable quick service brands in the world with a
value of over six billion U.S dollars in 2020.

SERVICING CHALLENGES FACED BY OF FOOD INDUSTRY (BURGER KING)

1. INTANGIBILITY

 Consumers can see and touch goods—they’re a physical product. They know
exactly what they’re buying when they’re spending their money. They may even
be able to carry the item away with them—although they have to drive off the lot
when they buy a car.This portability is not the case with services. The effects of
services may not be apparent immediately, and what’s done is not always
obvious. The client of a management consultant, for example, may have to wait
for months (or years) before they can see the results.
 Most common intangible factors affecting customers at Burger king consist of :

Food quality , Value for money, Staff behavior, Differentiated menu, Customer
privacy and safety, Convenient, Ambience, Location

 Factors that can destroy the image of a company under food

service business :

Quality of food, late delivery, Behavior of waiters and employees, Cleanliness

2.  HETEROGENEITY

 Services are heterogeneous. Service businesses operate through several

diverse elements and interactions. A bank may offer customer service through a
helpline or website and cash withdrawals through ATMs and counters.In most
industries, the service delivery process involves a lot of human interaction. As
human behavior is subjective and unpredictable, no two sets of services can be
identical in their details and results .
 Customers visiting burger king anywhere in the world expect to get the same
quality of food which is served in every store of theirs and if there is some kind of
difference then the customers will leave the store unpleasant.
 Customers expect professional behaviour from the staff when they visit the store
and any kind of upsetting behaviour might lead to losing out on customers burger
king take a lot of effort to maintain their standards universally.
  Sometimes even the same employee can have different performances on the
same day. Therefore, the employees should be trained to develop the necessary
skills to do their job right, especially them who come in direct contact with the
customers.

3- PERISHABILITY

 Another defining quality of services is that they are perishable. I don’t mean that
they will spoil, but they are time-bound. You can’t build an inventory or store
services like you can with physical products. Services are usually performed at
specific times and on stated dates. A dentist cannot start a procedure until the
patient is in the chair. An airline cannot sell a seat on a flight that has already left
the gate.
 Food industry and specially burger king face a tremendous amount of problems
of perishablity , large amount of raw materials goes wasted on various days that
can’t be used again as basic nature of raw materials used by food industries are
highly perishable .
 It not only increases wastage of food and raw materials but also cost tons of
money , time to manage unusable food & raw material , over work load therefore
costing companies operating profits .

5- INTERACTIVITY / INSEPARABILITY

 Service delivery depends on a chain of interactions between customer and

service provider, as well as between the people working inside the service
provider.  The customer is central to the whole process and all activities must aim
at their satisfaction. For the service to be delivered, the consumer needs to
cooperate and coordinate with the service provider. For example, if you’re
offering bill payment over the internet—the service—the consumer must have a
valid payment method and a working internet connection, and be able to use
both of them.
 Food industry companies must make sure that their sole purpose should be to
satisfy their customers in whatever means therefore unethical behavior should be
 completely avoid for that companies must train their staffs . it has been witnessed
that burger king have satisfied their customers in this aspect .
 Moreover customers ordering via online methods , there interests should also
been taken seriously . Have User friendly website so that even a 10yr old kid is
able to use the site . customers who are happy with online services have a great
impact on customer rentention and increasing sales .

BIBLIOGRAPHY / REFERENCE
 SERVICE MARKETING CHALLENGES IN FOOD INDUSTRY :
 https://www.bloomberg.com/news/articles/2010-09-08/the-challenges-
facing-burger-king-buyer-3g-capital
 https://www.joshmeah.com/blog/service-marketing-management-5-
challenges-and-5-winning-strategies

 SERVICES AT BURGER KING :

 http://panmore.com/burger-king-marketing-mix-4ps-analysis

 SERVICE IN FOOD INDUSTRY :

 https://www.vault.com/industries-professions/industries/
restaurants-and-food-services