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Burger King started with one restaurant in Miami in 1954 and now the corporation and its franchisees operate more than 11400 restaurants in all 50 states and 57 countries and territories around the world with 91 of BURGER KINGR restaurants owned and operated by independent franchisees Since the companys founding in Miami in 1954 the Burger King brand has become recognized for the great taste of FLAME-BROILING HAVE IT YOUR WAYR and the WHOPPERR In fiscal year 2002 ending June 30 2002 the BURGER KINGR system had system-wide sales of113 billion Burger King Corporation is owned by the equity sponsor group comprised of Texas Pacific Group Goldman Sachs Capital Partners and Bain Capital Case Study Questions Describe and Evaluate Burger Kings Merchandising Philosophy Burger Kings decision to innovate its product is an attempt to increase sales figures and their customer base Most importantly by introducing tie in film products and new menu items such as a chicken whopper and then eggwich muffin their aim is to leverage their HAVE IT YOUR WAYR equity by emphasizing a choice between these new items and the all-time favorites The Burger King Corporation philosophy holds that inclusiveness makes good business sense and is the right thing to do Supplier diversity is the key as they move toward their ultimate business goal - to make Burger King Corporation the quick service restaurant of choice for their customers and business partners alike Creating a new way of supplying nutritional information was prompted by a desire to make nutritional information more approachable and useful for Burger King Guests BK has developed a poster which focuses on nutritional choice providing the flexibility to address Guest eating strategies that monitor fat carbohydrate or caloric intake Its another way that BK reflects their commitment to helping consumers enjoy their products while remaining committed to their personal eating style and preferences Their philosophy is to proudly serve the best burgers in the business
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