A1 Report

Tittle: Strategic Food and Beverage Analysis at

Burger King

Module Tittle- Strategic Food and Beverage

Module Code-TH6G000O

Word Count-2300

Student ID number:21517519

Submitted to- University of West London

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Executive summary

The report examines several features of a fast food business. Burger King has been chosen as
the fast food restaurant. The research summarises how fast food restaurants are positioned in
the food and beverage industry. The report also describes who the target customers are and
what marketing methods are being employed to attract them. This paper examines the various
changes and challenges that the fast food restaurant has faced in recent years, such as client
needs, technological adaptations, and business environment concerns. The fast food
restaurant's techniques for maintaining a competitive advantage in the sector are also
addressed.

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 TABLE OF CONTENT

Sr.No Content Page

1 Introduction 4

2 Recommendations 7

3 Conclusion 8

4 Refrence list 9

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INTRODUCTION

Every day, almost 11 million people visit Burger King locations worldwide. They do this because
the restaurants are famous for providing excellent, delicious food at affordable prices. Burger
King was established in 1954 and is the world's second biggest fast food business. The
devotion to premium products, unique recipes, and family-friendly dining options has molded the
brand for more than 50 years of success..( BK., 2022). Burger King fosters an organisational
culture encourages staff to excel. The company's organisational nature is really the set of
beliefs, traditions, and practises that drive employee productivity. Burger King's position in the
market as being one of the world's largest quick service/fast food place businesses is based in
part on its strong culture.To maintain a cohesive approach to developing human resources, the
organization enables staff aligned with this corporate culture. Such an approach guarantees that
Burger King places importance on the synergy created by cooperative attempts to improve
worldwide performance of the company.

Features of Burger King’s Organizational Culture:

Burger King's corporate culture is based on the organization's objective of continuous global
growth, especially ever since 2014 alliance with Tim Hortons.
Daring and self-assured. The company culture at Burger King encourages employees to
perform well. This component of organisational culture allows employees to exercise some
degree of flexibility and autonomy. Burger King employees are held legally responsible. This
characteristic of the firm's organisational culture ensures that, with autonomy, employees obey
the rules and face the penalties. As a result, Burger King's organisational culture emphasises
product/service consistency while also eliminating flaws or differences in employee
performance.
Fun. This aspect of Burger King's organisation behavior is concerned with staff morale. An
attractive and fun work also minimises staff turnover, which has a substantial impact on the
financial performance of the organisation. Burger King is able to attract and retain competent
employees thanks to its organisational culture.
Meritocratic and results-oriented. The organisational culture at Burger King encourages
employees to perform well. This organisational culture trait is consistent with the office policy of
employing performance-based evaluations.
The primary advantage of Burger King's corporate culture is the focus on high results, as shown
by equality and empowerment. Employees are inspired to perform effectively when they feel
empowered and autonomous. The accountability feature thus guarantees that, with even
autonomy and flexibility, mistakes and associated unwanted expenses are kept to a minimum.
Therefore, while Burger King's organisation structure is highly visible in head offices, it is only
partially implemented at restaurants. Because of the nature of franchising, this disadvantage
exists. Franchisees have taken a variety of techniques to implementing this company culture in
Burger King businesses. (Justin Young., 2017)

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Burger King's audience includes of men between the ages of 18 - 34 who eat fast food 9 to 16
times a month. Despite making up only 18percent of Burger King's customers, they account for
more than half of all shop visits. Burger King's business divisions include:
Segment one:Tweens who keep up with the newest fashion and music trends for their age
group comprise
Segment two:Employees who have hectic lives, juggling children and potentially more than one
job. In their bustling lifestyles, they want quick and convenient meals.
Segment three:Families from the lower and middle classes with children
Fourth segment: Young person who are preoccupied with school and work, such as college
students.
Fifth segment;Individuals with a passion ( Nunilon Willius., 2020)

Market positioning is the practise of communicating the brand to primary customers in a way
that they can simply identify in which it fits in with competitive products. Burger King targeted the
young adult market, particularly the young male market. They position their market as offering
high-quality, delectable cuisine at a reasonable price. They had a different target audience than
its main competitor, McDonald's, which targeted kids and families. McDonald's also offers cheap
food, yet they treat their consumers different. Burger King tells its consumers that they can
HAVE IT YOUR WAY, that they can customise the contents of all BK sandwiches, and that,
despite comparable food cost, Burger King provides better service. When compared to its
opponent, McDonald's only sells items like French fries and chicken nuggets,
(Studymoose.,2019)

Markets are made up of buyers, and buyers vary in one or more ways. They could be classified
according to demographic factors, regional considerations, behavioral factors, or psychographic
elements. Some of these factors can be used to segment the market. The seller might create a
unique product or marketing programme for potential customers. Burger King divides its
consumer base into demographic, regional, psychographic, and behavior categories. Burger
King splits their clients geographically; the company has been in United States from 1954. In
June 30, 2004, Burger King had 7,976 locations across the United States, so residents could
just go down the street to have their lunch. They categorise their clients as young boys, kids,
and family. In 1955, Burger King began using a logo depicting a man sitting on a burger and
drinking a soft drink to represent their brand. Burger King's emblem was changed from a man to
an animated cartoon creature wearing a crown in their tv ads in 1960, introduced children to
BURGER KING with the iconic phrase, "BURGER KING®, Where Kids Are King!"

In order to recruit youngsters as potential consumers, Burger King featured parents who pay for
their children's meals at the same time. Burger King got its start. The HAVE IT YOUR WAY
marketing approach revolutionises the fast food industry by allowing customers to personalise
all ingredients in all BK sandwiches to satisfy the demands of the entire family. Burger King, a
fast food restaurant with inexpensive meal products that can be manufactured and delivered in
a short period of time, separates the consumer into benefits by speed and economy, frequent
event and regular user, as behavioural factors.. Burger King divides customers by different

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social status and working class, meaning they will purchase meals in a fast food restaurant
immediately and carry away food so that they can return back to work.
As their purchasing power grows and their effect over their parents results to purchases,
Generation Z is now an important group for brands to target. This group is seeking for firms that
will give back to the local community and contribute to society.
According to McKinsey, 66% of Generation Z customers are affected by issues and interests,
and 68% look forward to company to give something back. Burger King and Jansport leaders
discussed addressing this audience at the Brand Creators Marketing to Generation Z livecast
event.
Burger King, a company is willing to reach more range of consumers, has a lot of coordination
happening behind the scenes in their marketing team and with agencies to guarantee their
campaigns deliver.
When it comes to Generation Z, authenticity and connection are more important than direct
advertising.

"In my opinion, what I think is a fantastic opportunity is the very real inclination of Gen Z to be
sceptical towards advertising," said Richard Guest, Vice President, Head of Marketing
Communications, North America at Burger King. "They know we're trying to sell them
something, which opens up great chances for us to relate to other age groups as well." One
thing I've learnt from my time at Mars and working with a fantastic creative team is that our acts
are equally as essential as our advertising." JanSport's Alex Reveles, Sr. Brand Marketing
Manager, likes to look at Gen Z in terms of life stages. "It's just this one large pocket, and there
are so many broad ideas about Generation Z," Reveles said. “ (Dianna Dilworth., 2021)

When trying to compete against bigger competitors with larger advertising costs, creativity is
becoming the best tool for increasing market share, elevating the product, and growing. It's also
essential for surviving the "ad-pocalypse"—the end of advertising as we know it. The marketing
activities that we are particularly proud of are not advertisements. They are not the traditional
definition of an advertisement, which stops you and afterwards pushes a message in your face..

Burger King's Traffic Jam Whopper campaign, for instance, was out of the ordinary. The firm
purchased Waze banner advertisements and electronic signs to alert travelers to a unique
delivery service after analysing actual traffic data to determine extremely congested locations in
Mexico City. Gridlocked customers might use voice commands to make an order, and a Burger
King courier would bring their food to their automobiles.It's more than an advertisement . It a
business concept.

The campaign addressed each of the three main pillars outlined by Burger King as essential to
pushing its brand forward: cohesive, consistent, and engaging design; technologies that
improves guest experience and interaction; and innovative products.

Burger King's Whopper Detour campaign likewise turns conventional marketing logic on its
head. With McDonald's outnumbering Burger King locations two to one, Burger King decided to
take a chance with such a promotion that played on the ubiquitous golden arches. Burger King

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released an updated mobile app that included a function that allowed consumers to order a one-
cent Whopper while they were near 600 feet of a McDonald's. It was appropriate for Burger King
—and it worked.(Deloitte.,2020)

Burger King uses a pricing strategy and broad differentiation tactics to stay competitive. One
financial aim is to minimise operating costs so that the brands may be marketed at lower prices
as a result of economies of scale and mistake prevention. They created distinguishing qualities
that set it different from the competitors. This differentiation is achieved through advertising and
brand image. Its tagline, Be Your Way, reminds customers that the business offers a choice of
options. In terms of product offers, it excels in cooking its burger patties and providing free drink
refills. Burger King also employs aggressive expansion strategies, such as building new
locations in foreign nations where none previously existed. Its cost-cutting plan is especially
important as it tries to break even.(pilot software.,2022)

RECOMMENDATIONS

1. The organisation must strengthen itself internally by defining and adopting a divisional
structure that will collaborate on the best approaches to create and apply capabilities.
Strategic planning should be carried out by getting together senior management and
marketing managers from diverse functional areas who share same aims and goals. The
corporation can then protect the value created measures that would increase capital.
2. Burger King may increase its profits by investing in outside company ideas. Burger King
must find effective ways to sell their verituro initiatives. Strategic executives should look
for new venture prospects by looking at the value chain as it relates to their primary
business. In addition, to support new businesses, the company should seek within its
cultural context. Lower-level employees and franchisees who are ready to find funds to
promote these programmes should provide the business with the best suggestions.
3. The company should target consumers aged 30 and under, according to one adviser,
since it is here that the company's future revenues will be located With the economy in
shambles, the firm should take advantage of marketing opportunities in the family
demographics. Burger King can boost business profits by broadening their
understanding of these consumers' desires throughout the restaurant value chain.

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CONCLUSION

Burger King employed a marketing strategy in order to preserve its position as the world's
largest fast food brand. Burger King King is aimed for the teen market, mainly young men.
Burger King does not require large manufacturing, distribution, or promotion. Burger King was a
big success. There are still problems, such as the fact that they have abandoned the female
market and other prospective clients. The whole fast food burger sector has suffered a threat as
a result of the global movement encouraging consumers to choose healthier diets. Females are
the next global emerging market; their economic potential is really revolutionary, delivering the
world's greatest prospective market.

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 REFRENCE LIST

1. Bk.,( 2022) About Us - Great Food Comes First. Available at

https://www.bk.com/about-bk ( Accessed 4th April 2022)
2. Justin Young., (2017) Burger King’s Organizational Culture Characteristics.
Available at http://panmore.com/burger-king-organizational-culture-
characteristics ( Accessed 4th April 2022)
3. Nunilon Willius., (2020) Who is Burger King's target market? Available at
https://askinglot.com/who-is-burger-kings-target-market ( Accessed 3rd April
2022)
4. Studymoose., (2019) Marketing Segmentation, Targeting and positioning of
Burger King. Available at https://studymoose.com/marketing-segmentation-
targeting-and-positioning-of-burger-king-essay ( Accessed 3rd April 2022)
5. Dianna Dilworth., (2021) Marketing to Gen Z: Insights from Burger King &
Jansport Executives. Available at
https://www.brand-innovators.com/news/marketing-to-gen-z-insights-from-
burger-king-jansport-executives ( Accessed 4th April 2022)
6. Dellittt.,(2020) Burger King Sees Creativity as Competitive Advantage. Available
at https://deloitte.wsj.com/articles/burger-king-sees-creativity-as-competitive-
advantage-01579899376 ( Accessed 4th April 2022)
7. Pilot software.,(2022) Growth strategies that made Burger King a whopping
success. Available at https://www.pilot.co.za/blog/growth-strategies-that-made-
burger-king-a-whopping-success/#:~:text=Burger%20King%20uses%20cost
%20leadership,of%20scale%20and%20error%20prevention. ( Accesed 5th April
2022)
8.