Beger King - Introduction for Burger King company PDF

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Introduction for Burger King company...

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1.0 INTRODUCTION American global chain of hamburger fast food restaurant is known as Burger King. It is the world’s second-largest hamburger fast food restaurant chain after McDonald which estimated to have 15,243 outlets at 100 countries in September 2016. The founder of the company is Keith J. Kramer and his wife's uncle, Matthew Burns in 1953 at Jacksonville, Florida was known as Insta-Burger King. In 1954, after they ran into a financial problem, it was purchased by David Edgerton and James McLamore where later on change the name as “Burger King” instead. It was officially owned by David Edgerton and James McLamore since then and the headquarters were located in Miami Dade-Country, Florida, and United States. Their products have expanded from the basic offers of burgers, french fries, sodas, and milkshakes into a hugely diverse set of products where it was known as the “Whopper” so-called Burger King's signature product. It became the first major addition to the menu which they try to improve on. However, they failed to catch hold in the marketplace during introducing due to the variety of products. Unfortunately, it was not a failure at all because it succeeded in foreign markets because they alter the menu based on the regional tastes which grab the consumer’s attraction and interest. Plus, they also use demographics which they choose a certain age of individuals which mostly male by providing them with larger products. This is because men usually carry large amounts of unhealthy fats and trans-fats and its correspondingly meet the demand and the supply of their company but it will eventually affect the company's financial underpinning because of a negative part on its earnings. After realizing their mistakes in the previous menu, the company started to change their menu by introducing new items to their menu that would help them maintain in the market in the long-term.

2.0 BACKGROUND AND HISTORY OF THE ORGANIZATION Burger King was discovered Keith J. Kramer and his wife's uncle, Matthew Burns in Jacksonville, Florida in 1993. Before Burger King was named, it was known as Insta-Burger King. The initial stores were centred on a chunk of kit called the Insta-Broiler and it was very effective at cooking burgers. They need all of their franchises to hold the device during their franchising growth because it was a success. While the Jacksonville chain kept expanding, both of them, James McLamore and David Edgerton were seeking a chance to open their own business. After James McLamore visit the initial hamburger which is belong to Dick and McDonald in San Bernardino, California, he sensing potential in their innovative assembly line-based production system and he decided to open a similar operation. James McLamore and David Edgerton acquired a license to operate an Insta-Burger King franchise and opened their first location at 3090 Northwest 36th Street in Miami on 4 December 1954. The pair had stores at several locations within the Miami-Dade area and operations were growing at a fast rate in 1959. However, the partners discovered that the insta-broiler units’ heating components were liable to degradation from the drippings of the meat patties. Both of them eventually created a mechanized gas grill that avoided the issues by prepare the meat patties a special method within the unit. The new unit worked so well that they made the decision to exchange all of their Insta-Broilers with the newly designed unit. The group ran into financial problem even though the original Insta-Burger King had rapidly expanded throughout the state and its operations totaled more than 40 locations by 1955. By 1959, James McLamore and David Edgerton purchased the national rights to the chain and renamed the company as Burger King of Miami. Beside the flame broiler, since become closely associated with the chain the company added two more features during this period of time. In 1955, it was first created a mascot and then they invented “Whopper” which known as their signature sandwich where it had been created in 1957 by James McLamore. He trusts that the success of the rival product was its size so he devised the Whopper. The name was chosen because he felt that it conveyed “imagery of something big” and they made its first

advertising in the new medium of television with commercials for the chain in 1958.

3.0 THE ORGANIZATIONAL STRUCTURE AND DESIGN...