Burger King Marketing: Marketing Mix Of Burger King

The “Burger Market” is still growing and being strong. People still want to purchase burgers.

Burger King and Wendy’s are among the top fast food chains in America, but this fact doesn’t elude either chain from having their negative and positive features. Burger King is cheaper, and has a wider assortment of food than Wendy’s, which makes Burger King more desirable to many Americans. What Wendy’s lacks in diversity, and lower priced food when compared to Burger King becomes irrelevant due to the higher speed and superior quality food they offer. Both qualities of Wendy’s help to maintain equal competition between the two in the fast food market of America.

Unlimited, endless, fast food choices, and yet there are two that stand out above the rest. McDonald’s and Burger King are the two biggest burger fast food chains in the world. So let me ask you this, who has a better menu? Who’s Cheaper? And which one is healthier? This debate will once and for all come to an end, once all of these points have been met throughout my paper. McDonald’s vs. Burger King has been a long running argument. You will finally come to realize that McDonald’s is the better choice for you.

Throughout all of human history, mankind has searched for the ultimate food. To our enjoyment, in 1950, the world was given the answer: Whataburger. Whataburger has taken the hearts of Americans by storm by by serving classic southern style burgers, fries, and shakes. Despite it’s humble beginnings in Corpus Christi, the franchise now boasts over 750 locations and has even secured the 2016 title of “Best Burger in America”. In an effort to understand why this small burger chain became so successful evaluating this legendary business in three different aspects: price, quality, and customer service.

For the rice burgers, a McDonalds double cheese burger is priced at $VND 55,000 or about $USD 2.5 (McDonalds). Similarly, one can find a Whopper Burger priced at $VND 55,000 at Burger King Stores. The estimate cost of a similar size rice burger is about $USD 2.0, so it can be priced at $2.2 in order to sell well. The gross profit would be $0.2 – 0.3 per burger. Thanks mainly to the low labor cost, the company would be able to make a profit at this price. The other size rice burgers are priced at the same price as similar to the competitors and still make a decent profit.

who don't know what that means is that when we go to Burger King more than

From November of 1979 to February of 1985 1,233 more stores were opened, making it 3,000 in all. However, this speedy pace would slow down. It took almost seven years to open another one thousand restaurants. Wendy’s now has over 6,500 restaurants in the U.S. and 27 countries worldwide, and as of 2012 had overtaken Burger King for the number two spot among burger chains. Unprecedented expansion rates and success early on has led to continued success for Wendy’s restaurant chain.

Thesis Statement: Although McDonald’s and Burger King are similar; they have evident differences in their advertising models, food and their commitment with the community.

Due to economic downturn the strength of the buyers’ power has increased as the industry looks to gain consumers with pricing strategies much like those of McDonald’s “Value Menu” and combination meals even though the cost of commodities have gone up (James, 2010). Customers of QSRs are looking for quality food without high costs. While Chipotle does not have a value menu or offer any type of combination meal much of their success is due to the fact that the customers are willing to pay a higher cost for higher-quality (Chipotle, 2010).

KFC has a unique pricing strategy that falls solely on their many product lines. Their Value Meals fall into the category of Product Line Pricing. “Where there is a range

Globalization changes have impacted Burger King in the following ways; since the company began in 1953 with its first restaurant in Jacksonville, Florida and opened several locations across the United States, the company began its international expansion in 1969 with its first international franchise location in Canada, followed by Australia in 1971, and Europe in 1975. The setting up of franchises outside the United States was as a result of fast food opportunities arising outside the United States. So as to fully integrate in the international market, Burger King had to adopt and embrace

The three restaurants are succeeding in their value propositioning. What set Burger King apart from their competition is that they

1. Competitors – As there are many other restaurants who are trying very hard to compete with McDonalds like KFC, Burger King, and Burger Fuel etc. They are also serving people with same kind of services like McDonalds and burger king is really giving a tough competition to McDonalds at the moment.

• What measures could Burger King do to dethrone McDonald’s as well as hold off the challenge of a number of other chains that were growing in size and competitive power?

Where are we going?- A lot of hard work has been put into promoting the brand to other local Kiwi and slowly but gradually increasing the number by one. Along with the efforts of a great team of dedicated franchisees Kiwi Burger Fuel restaurant took off in 2000-2001 and never looked back, and create new opportunities for development.-