Category: Burger King

Introduction

Burger King is an international chain of hamburger fast food restaurant with its headquarters in the United States. The company franchises more than 10,400 restaurants and owns about 1,000 for a chain wide with locations in all 50 states and 56 countries. From the late 1990s to 2000, Burger King was brought down by declining sales and worsening franchisee relationship. In 2002, Texas Pacific group purchased it, thereby reviving it. And until now, they have used their strategies for new advertising agencies and campaigns, revamped menu and new restaurant concepts called BK whooper burger to keep it moving. B

urger King in the UK market has been experiencing lots of challenges such as competition from other fast foods such as McDonalds and KFC which are largely saturated in the US. Also, inconsistency of food and services from one franchise to another has led to decrease in consumer demand. Burger King food is made from wheat, beef and other products that are very expensive, hence commodity price rise being considered as another major problem. Health and obesity are other problems facing Burger King in the UK where people are turning to the less fat foods like the KFC which eliminates trans-fat.

Body of the paper

Emerging markets, such as Brazil, Russia, India and China, attract and threaten investors due to their rapid economic growth, potential competitors and vexing problems like corruption, financial crisis and weak intellectual property rights. India as one of the emerging markets plays an important role in the global economy due to its degree and market tempting opportunities. In comparison to other developed countries, India faces socio-economical problems, such as poor infrastructure and high population, which are often used by investors as opportunities to introduce their ideas to the peaking market (Krishnan and Prabhu 1999).

The target product being the Burger King in the Indian market is likely to face competitive disadvantage with other fast foods restaurants such as the KFC with most of the population being Hindus. To overcome this, the Burger King company may consider the need to introduce non beef products in order to serve the consumers needs, and in return, the business will prevail. The main reason for this is that the religion of Hindu people tends to consider cows or cattle in general as sacred animals, and hence consuming meat is to a limited scale. Furthermore, most Indian businesses are run by family members, therefore, labor costs are low meaning fixed prices.

In consideration to this, if Burger King company were to enter the Indian market, then it would have to produce burgers with global quality due to their quality perception but at a local price putting in mind that consumers have inadequate buying influence here. This in turn would lead to losses but to alleviate this, needless features and components in a burger could be removed by the first studying the customers local needs and preference. In such emerging markets, local companies have to reduce price by reducing the product quality which in this case, Burger King faces the challenge of upgrading the quality of its products with reduced prices.

Conclusion

Emerging market story is largely one of growth and opportunity, therefore, this excitement can easily end when companies are faced by corruption, termination of contracts, reckless expropriation and other risks in those markets. These risks can be mitigated by companies limiting their ambition, so as not to meet them largely, and improvising on mechanism like audits and internal attention where high standards for their organizations are set to reduce corruption. When the challenges become unbearable, companies may resort to exiting the market (Krishnan and Prabhu 1999).

Major hindrances to entering Indian market are its FDI regulations, high import taxes and difficulties in obtaining licenses to open more franchises which depend on policy makers and government officials. But to avoid this, timing is very important because one can move into the market by posing themselves as partners in progress or by advancing traditional corporate social responsibilities to occupy institutional voids.

Reference List

Krishnan, R & Prabhu, G 1999, Creating Successful New Products: Challenges for Indian Industry. Economic & Political Weekly, pp. M114-M120. Web.

Introduction

The hospitality industry in the US particularly restaurants face many challenges in providing for customer service needs. Customers are continuously becoming more sophisticated and so are the kinds of services and products which they need (Jing & Jin-Zhao, 2009). Increasing competition has made most restaurants to align their customer service with the changing trends of customer service needs.

The trends in the hotel industry have included the use of payment card, Point of Sale systems as well as dietary changes. There have been changes in menu and emerging flavors as well as ingredients in several restaurants in the US.

Burger King

Burger King is a fast food chain restaurant that was opened in 1953. It has branches and stores in the US, South America and Europe and currently operates in 73 countries (Dairy Foods Magazine, 2005). Its menu comprises of hamburgers, chicken, meatless sandwiches, French fries, salads, fish, desserts, breakfast menu, soft drinks as well as milkshakes among others (Dairy Foods Magazine, 2005).

Over the years, the company has evolved in its customer service and expanded its franchises and stores. It has had menu expansions and changes to provide for a wide demographic market and to keep up with the changes in customer trends.

Changes in the menu

In response to the recent obesity trends in the US as well as in other countries, Burger King has started to adjust its menu. It is also modifying its food preparation practices. Today, it offers lower-fat menu items like salads. The company also includes dietary guidelines as well as other nutrition data in its nutrition guides.

In January 2008, Burger King set off a program aimed at eliminating extra trans-fat in the companys products and in its place adopt pure vegetable oils which do not have hydrogenated fats (Lauren, 2008). By 2009, the company had completely changed new oils. The company also introduced products like apple fries, broiled chicken tenders as well as Kraft macaroni aimed at addressing the increase concern on obesity in young children in Western nations (Adam, Alford, & Balch, 2003).

These products offered low-fat in childrens meals. In 2009, the company reduced the amount of calcium in its Chicken Tenders by about 33% and also shifted to non-fat milk products (Dairy Foods Magazine, 2005). It also uses calcium-fortified apple juice in making its beverage products. The company has also changed its menu in order to accommodate different vegetarian dietary. The vegetarian options include salads among others.

The changes aimed adapting to positive nutrition in the society has added menu options and dietary needs of customers which in turn, has increased its demographic market. By making these changes, customers believe that Burger King understands the needs of its guest and are sensitive to individual needs.

Reasons for making changes

Burger Kings changes in the menu to reflect the changes in diet trends in the US were wise and in the positive direction. It was aimed at reducing the increasing obesity among the US citizens and its other nations of operations. It also aimed at creating a health-conscious society through provision of dietary guidelines. The changes also helped the company compete favorably with its competitors like McDonalds.

Conclusion

Burger King has greatly expanded and transformed its products and service to conform to the changing needs of customers. It provides for a wide demographic market. Its sensitivity to customer trends has greatly helped it establish itself in the market.

Reference List

Adam V. P., Alford, C. A., & Balch, V. (2003). Children love to meet, but some want to veg out. Plymouth: Plymouth Evening Herald.

Dairy Foods Magazine. (January 2005). Burger King milk. Web.

Jing, W., & Jin-Zhao, W. 2009. Issues, challenges, and trends that facing hospitality industry. Management Science and Engineering, 3 (4): 53-58. Canadian Research & Development Center of Sciences and Cultures. Web.

Lauren S. (2 October 2008). Burger King switches to trans fat free oil. New York Times. Web.

Did you know that a company called Lovejoy that studies the Amazon predicts that the ecosystem could break down if just 20 to 25 percent of it is destroyed? (newsela) Unfortunately, that is what is happening right now. Trees are being cut down, farmers are burning down trees for land to grow crops and raise livestock, people are cutting down trees for oils, supplies, new roads, new buildings, etc. The effect of all this is deforestation. Not only is deforestation the outcome but it is also causing other problems like animals are losing homes, animals are going extinct, fires are being made, droughts are happening and the carbon pool is leaking. Because people are taking our resources for granted which requires endangering nature repeatedly then consumers should restrict themselves from anything that had to do with deforestation.

Consumers should know what needed to be done to have the item in their hand that they are going to purchase. This is so because according to a newsela article Burger King has farmers burn down trees to make the land for their livestock and crops (newsela). Eventually, if we stop supporting Burger King they will not make money and will not be able to buy more food from farmers. Without money, farmers will not have a reason to burn down trees to raise and grow food. Although it may be smart to stop purchasing from Burger King to stop their farmers from burning down trees it does not guarantee that they will and who is to say they will not just find other companies to sell their products to? If we stop supporting companies that contribute to deforestation then we will help the earth and trees like if we stop buying food from Burger King then farmers will not need to burn trees anymore.

Farmers burn down trees for land. As a matter of fact, a small country in West Africa called Ivory Coast has lost 80% of its rainforest from burning them down to grow cacao beans illegally.

Seeing as this was done by bad farmers to sell their products to big companies that either know or do not know what they are buying we should still stop buying from them because they will keep buying from different farmers (good or bad) and sell them to us, the consumers. Technically, the farmers are being paid to burn down trees. Even so, farmers need money and we have plenty of trees so it is ok to burn down some trees for land. As for the country in West Africa, they need money for food and supplies for their family or for themselves so who are we to take that a. If farmers keep burning down trees they will endanger animals that live in or near trees.

Not only are trees being burned down animals are also losing their homes and some might have even died during the fires that were made. In addition, it is estimated that 1 million species of animals could become extinct or die (newsela). This is happening because of consumers. Consumers buy products from companies, those companies pay either good or bad farmers for their supplies and in order to get those supplies, they have to burn or cut down trees. However, there is a simple resolution to this, farmers can just make sure there are no animals in the area he or she is burning down so no animals will die. Unfortunately, these are only 3 out of many problems deforestation is causing. If you care, start taking action to help now.

Why would you support anything that burns down trees, makes animals lose their home, endanger or kill them, cause fires, droughts or worse! Even if they didn’t know what the effect of their actions would be it does not excuse them from killing or hurting animals so they can sell thousands or millions of consumers a product for their own gain. If you do not care that what you are buying required to harm the earth or living things at least try to understand what the animals are feeling when their home gets destroyed for profit. Would you like your home to be destroyed just for someone to make a profit off of? In that case, that is why it is necessary that consumers avoid purchasing anything that is related to deforestation.

Burger King is a subsidiary brand of Restaurant Brands International and the leading brand in RBI’s revenue-based portfolio. In 2018, BK accounted for just over 67% of the total RBI revenue. Burger King was founded in 1954. It is the second largest hamburger nourishment brand in the world by number of operating restaurants worldwide. Burger King Restaurants operate in over 100 countries and territories in the United States. In recent years, Burger King has experienced steady revenue growth.

This is a Burger King advertisement. It features a woman with heavy makeup that opens her mouth. What awaits her in front is an elongated hamburger. The title itself written: ‘It will leave you speechless’ and the font size of ‘It will detonate’ is larger which attracts the attention of the audience. At the bottom of the advertisement, they present the entire hamburger and written: ‘Super seven inches’ to emphasize the length of the hamburger. These elements had created a semiotic message in a sexual way. The posture of the model with the hamburger that seems to enter the mouth looks like a blowjob posture. Obviously, this advertisement is aimed at males. The way they emphasized the length of the hamburger seems to speak about the length of the male private part, in addition to the slogan: ‘Just taste better’, it creates a message that if the hamburger (private part of the male) is longer, simply it tastes better and will leave you speechless.

This publicity has apparently gained much attention from the company. The advertising model came out and showed his anger at the advertising company by using his photo as something sexual. She felt she was humiliated. Although the company purchased the right to use the image, but the model believed that Burger King had raped her face and they should have informed her that the image will be used for this type of purpose. On the other hand, Burger King has commented on nothing more than simple respect for consumers. Obviously, they don’t think it’s their fault.

McDonald’s may be a well-known fast-food chain guilty of various controversial discussions. From selling highly unhealthy food to the creation of misleading advertising campaigns that compromise the health of many people world-wide that have one common point between them. Those campaigns works and other people continuously buy McDonald’s products. I’m going to explain how this is often possible through a Semiotics.

Denotations: The literal message that the creator wants us to perceive, during this case a living fish swimming during a hamburger-shaped fishbowl. These are the denotation factors we instantly perceive the primary time we glance at the poster: The fresh living fish, the text quoting “Fillet-O-Fish”, the hamburger-shaped fishbowl, the small oxygen bubbles inside It, the clear and transparent background and therefore the McDonald’s red and yellow logo and motto: “I’m lovin’ It®”

Connotations: The implied messages that the creator wants us to perceive so as to successfully influence us to shop for McDonald’s product. The transparent background and therefore the shiny fishbowl gives us the thought of “clean” and “transparency” and both of those emotions are the essential fundamentals during this poster. The creator wants to influence us with the thought that McDonald’s isn’t a “dirty” and “sneaky” place that sells highly unhealthy food but instead may be a clean and transparent Industry that desires to sell just the “best” for his or her customers. Another important implied message is that the living fish inside the hamburger-shaped bowl, McDonald’s is trying to sell us the thought that their “Fillet-o-Fish” is so good because made ONLY with fresh ingredients. The last but not last important implied message inside the poster is the “Quotes” inside It: “Fillet-O-Fish” and therefore the McDonald’s logo “I’m lovin’ It ”. Those two factors are literally really important, especially their successful company logo and therefore the at the top of both texts. The “Copyright” symbol at the top gives us the thought of “Unique”, something that only McDonald’s owns, during this case, the freshest Fillet-o-Fish within the world. However these aren’t the sole important factors. The colours inside the McDonald’s logo are a deep psychology research on human behaviour. Scientist hasn’t completed the researches on how determinate colours can influence the human minds so as to form them hungry, but many factors are surely correlated.

It is important that a good brand can communicate its identity through those points; processes, indication, designation, likeness, analogy, allegory, metonymy, metaphor, symbolism, signification, and communication.

From the analysis of these two brands I realized how important semiotics is for human psychology so that your brand can be profitable under a business side of things, the study of signs should be used more in everyday life, it would teach you how to manage emotions and to be more elastic in terms of mentality.

In conclusion, semiotics is often a strong tool if you want to influence people within the right way and for the great of people. Sadly, though many researches have shown how disruptive fast food is, people still buy and consume their products daily. This shows how easily our minds are often manipulated by those immense industries that everyday attempt to sell their products to us through studied and effective campaigns that don’t really show how a product is really made, but just a little a part of lies.

Feeling thirsty or hungry can impact a person’s driving performance. It affects both the driver’s focus and mood, especially in heavy traffic. But just like how cars need to fuel up before a drive, our body also needs a fill. This inspired American fast food restaurant company Burger King to use the Internet of Things to target drivers who are stuck in traffic. It said that their plan is to deliver burgers to drivers while they sit in their cars.

Nations Restaurant News reported that Burger King will be introducing the Traffic Jam Whooper project to selected cities. It uses real-time data in order to determine hungry drivers in highways and congested roads so the fast-food chain can deliver foods by courier service on motorcycles. They will be utilizing an automated message sent through their Burger King app or through personalized messaging on various digital billboards that are located in busy roads close to a nearby Burger King outlet. All these are made possible with the use of real-time IoT data, including the driver’s speed and location as well as the billboards content about the remaining time to order and deliveries that are in progress.

The company emphasized that its Traffic Jam Whooper Project is only limited to Whooper Combos for now in consideration of speed preparation. This is also because they want hamburgers and drinks to arrive still hot and cold. However, they are planning to provide their customers with a wider menu should their project prove a success in LA and other cities, such as Shanghai in China and Sao Paulo in Brazil.

The American fast food restaurant company further announced that they have already conducted a direct-to-car delivery test in Mexico, causing 63% of deliveries in some locations during the month of April. Burger King Latin America’s head of marketing Bruno Cardinali said that their IoT Traffic Jam Whopper campaign has created awareness not only in the capital but their whole country as well. In fact, the number of orders has increased, especially during rush hour.

The Nations Restaurant added that drivers are encouraged to order in their app when they are in the delivery zone, which is within the 1.9-mile radius from the nearby Burger King outlet. To also avoid tickets and ensure safety, customers can take advantage of the app’s voice commands when making their orders. Within the delivery zone, drivers can likewise see a countdown clock in the digital billboards, informing them of the number of minutes left to send an order while their vehicles will pass through the delivery zone.

Once the food and drinks are ready to be delivered, the Burger King motorcyclists are using GPS technology and Google maps that are embedded into their app so that they can quickly locate the car that sent them the order. Trend analysis and tech news daily Network World stated that motorcyclists can easily pass through the traffic since lane-splitting is not illegal in some areas, like California.

New York-based creative advertising shop We Believer is Burger King’s agency that released the video about the recent delivery campaign. We Believers’ co-founder Marco Vega said that the average time it takes to deliver the burger and drinks to the drivers is about 15 minutes. Meanwhile, the food chain states that compared to the 15 minutes waiting time, most traffic jams actually hold drivers waiting longer than just 15 minutes. Burger King did not release a timeline yet when they will be releasing the expanded menu. Yet, Cardinali shared that the number of Burger King Mexico app downloads and the increase of awareness about their campaign have provided an uplift in their delivery sales and the whole experience encouraged them to extend their program. After the campaign test in Mexico, Burger King showed how IoT technology can be used to turn bad traffic into an opportunity to gain more sales even during slow periods.

To provide better in-restaurant experiences to their customers, the fast food restaurant has moreover previously given emphasis to the importance of their store Wi-Fi upgrade. They called it the Whopper Wi-Fi, powered by the American multinational telecommunications company AT&T. Burger King, Miami’s spokesman Alix Salyers states that they are committed to enhancing their digital platforms and their mobile app. The Wi-Fi upgrade is the start. Whopper Wi-Fi is the same technique used in coffee shops a few years ago. Aside from paying through a mobile app, customers can also get information about what music is currently playing instore through the Wi-Fi. For quick service restaurants like them, using technology will help them understand the types of customers that are coming into their stores and this will, in turn, help the chain have a better understanding of what deals and offers to create.

Burger King’s communication objective is to increase the company’s sales by targeting the super fan customers who happens to be young men. These activities are also geared towards ensuring shareholders’ satisfaction, in addition to increasing the company’s share value.

To achieve these communication objectives, the organization has put in place plans to communicate and promote products to its target customers.

This reminds customers that the most favorite burger is to be found at Burger Kings. An additional communication objective is to increase and improve brand image towards loyal target customers.

From a marketing perspective, focusing on the super fan creates the risk of alienating customers who do not fit in this segment. This is because other customers would feel left out by the advertisement being carried out (Kotler & Armstrong, 2006).

On the other hand, we can tell from the case stud that the focus on young hungry males has been successful as the company has reconnected with this segment. Focusing on the super fan has both negative and positive implications.

For instance, there is a likelihood that Burger King will get fewer customers from other segments. It will also attract few new clients who are not specifically young males. However, the targeted customer in this case, young hungry males, will continue to be attracted by the advert.

As a result, more young males will form the major segment in the region. Based on the case study, the young male demographic forms half of all customers visiting Burger Kings.

Buzz marketing is a marketing technique that utilizes modern media to create a buzz (Kotler & Armstrong, 2006). Unlike conventional marketing, buzz or viral marketing heavily depends on word of mouth so as to influence the targeted group.

It is effective because other than being cheap, only few people are informed of the product being advertised (Kotler & Armstrong, 2006). In other words, the use of buzz marketing goes viral a few days after it has been launched. Buzz or viral marketing targets specific customers through the use of message which fit that segment only thus reducing the overall advertising cost.

For example, the Subservient Chicken promotion was a low budget and used faux heavy metal band to reach out young hungry males. Based on the case study, over 10 million chicken fries’ orders were made within four weeks.

Drawing from the case study, the use of viral or buzz marketing has the capacity to attract the attention of targeted customers, generate word of mouth, and buzz.

With the emergence of new technologies coupled with the low cost of internet, buzz marketing has become popular because of its ability to reach out a large market share within a short timeframe.

Based on the case study, it is obvious that so far, viral and TV elements have worked well together. This could be reflected by the sales made by the company and the market share gained. Both have been used to consistently to market BK products.

For example, the “Have it your way” campaign as indicated in the case study was consistent in both the Subservient Chicken website and in TV. Basically, viral and TV elements work together because they mention each other which increases the promotion spreading ability.

The additional elements and media applicable to Crispin as part of integrated marketing communication include the use of new advertising promotion and campaigns such as the use of advertisements, MMS to mobile users, use of SMS to people giving the latest offers, use of sales promotions, use of coupons, direct selling and 3D advertisements which could be presented in a creative, innovative and interactive manner (Kotler & Armstrong, 2006).

It is recommended that BK and CP+ B should make adverts that welcome all people despite their age groups as opposed to focusing entirely on the young hungry males,. This would emphasize that BK is for all consumers. This could be achieved through word of mouth or buzz marketing.

The BK and CP+B can also use mobile trucks to sell its products to customers. Therefore, instead of visiting BK restaurants for food, the restaurant would be moving closer to its customers. It is suggested that the mobile BK restaurant would change its location after a period of one week.

The objective of this direct selling strategy is to target new customers in new places in different times so as to maximize profits. On products, BK could be advised to create new campaigns which promote healthy living. Through the use of low fatty foods, the company would target health conscious customers in the market.

The company may introduce salads and low fat saturated products. The products may be offered at premium prices.

Additional recommendation for BK and CP+B is to collect information from customers who give their views and opinions on customer service, price, cleanliness, and products provided. This would create an effective communication between customers and the company.

McDonalds (McD’s) and Burger King (BK) are essentially the major players in the fast food industry and have been viewing for some years. They both give comparable sustenance that is arranged rapidly requiring little to no effort. So what separates them? The distinction amongst McDonald’s and BK is their corporate culture – operational administration. The assembling technique at McDonald’s takes after the “Doing Everything for You” versus “Having It Your Way” at Burger King. The “Made to Stock” technique at McDonald’s relies upon a stock of items, with incredible accentuation on the standard measured patties, which are made before preparing a client to arrange.

After an exceptionally turbulent and disillusioning begin to the 21st century, Burger King’s investors saw The Wendy’s Organization, Metro, and Starbucks alternate passing them as McDonald’s central rival, in any event as far as deals income. At that point private value firm 3G Capital acquired the battling monster for $4 billion of every 2010, touching off a recuperation exertion that was very fruitful. Burger Ruler converged with Canadian espresso staple Tim Horton’s in 2014 to frame another traded on an open market organization called Eatery Brands Worldwide (QSR).

By Q3 2017, Burger king’s was outflanking McDonald’s and Wendy’s by noteworthy edges. A report by Citi Exploration inferred that 3G Capital made two critical vital alterations: trimming business fat and disentangling its open picture. It worked, and working edges developed from 24% in Q2 2011 to 40.2% by Q4 2016. BKW creates income from three sources. The essential stream originates from establishments, including eminences and charges; sovereignties originate from a level of income from every unit. The organization in the past rented properties, in spite of the fact that 3G Capital has moved far from that, and starting in 2018 all Burger King areas are diversified. When McDonald’s menu is as confused as consistently, making record drive-through hold up times, as per Citi Exploration Burger king is repackaging or rebranding old things to enable customers to out

One a player in the restoration system is an immediate test to McDonald’s items. In 2014, Burger Ruler presented the Huge King’s sandwich, two patties, three buns and an “uncommon sauce,” as a not really unobtrusive replication of the fruitful Enormous Macintosh from McDonald’s. At the point when McDonald’s brought back the McRib sandwich, Burger King’s reacted by divulging a $1 BK BBQ Rib as a less expensive option. In 2018 Burger king’s declared a twofold quarter-pound burger, this move was similar to that McDonald had taken earlier.

Next, there was an introduction of another armada of espresso items from Burger King to challenge the McCafe menu. McDonald’s made waves years back by collaborating with Starbucks to make another morning espresso choice, so Burger King focused on and obtained Tim Horton’s, Inc., the main Canadian espresso and doughnut outlet. Stock costs for the two organizations took off after the $11 billion arrangement, incorporating $3 billion financial aid from Warren Buffett.

There is no perplexity about Burger king’s incentive. It is similarly on a par with McDonald’s, with similar items, just somewhat more upscale and, potentially, less expensive. Burger King likewise unpretentiously lights up McDonald’s oft-censured wholesome incentive by offering the new “Satisfries,” or a more advantageous French broil choice with “40% less fat and 30% fewer calories than the main French fries.” The main French fries are, obviously, McDonald’s. And keep in mind that McDonald’s was the unmistakable market pioneer with 42% of the quick sustenance burger share, contenders like Wendy’s had consistently snacked at their center clients.

Gotten in the dot.com showcase energy of 1999, little that McDonald’s did get Divider Road’s consideration. Indeed, even interests in food.com, a fast food conveyance benefit, got only yawns. To contain its archrival, Burger Ruler, it had heightened the French rotisserie and burger wars, enrolling assistance from Beanie Children and Britney Lances. Not to be beaten, Burger King’s got Pokémon and the Backstreet Young men. This advertising race was so pervasive that huge numbers of the publicizing mottos utilized by McDonald’s and Burger Ruler had turned out to be forever engraved on the psyches of customers.

McDonald’s had over time aimed to be at its best in terms of quick services provided to their customers in all their branches and restaurants, Burger King, on the other hand, had narrowed down to customer satisfaction and increase operational functionalities through the flexibility of the entire system. Burger king since inception too had aimed at being unique and was well known for their flame-broiled taste, this was just one of their own ways of food customization. McDonald’s had in fact at this time implemented a procedure for special orders, these were processed independently of the rest of the orders. McDonald’s with the aim to provide fast and quick services had six cash registers paired at the various counters, this was mainly to reduce waiting time by the customers. Customers have to simply place their order and wait for the counter personnel to put together the order and bill the order. It took less than a two minute for a customer’s order to be processed.

From the most first McDonald’s kitchens of the 1950’s, the creation framework was composed around effectiveness and predictable quality. Each eatery went for consistently high caliber, ease fast food, served rapidly in a well-disposed, clean condition. Preceding the Made for you framework introduced in late 1999, the West Lebanon store worked like the greater part of the others. As maybe a couple as one individual or upwards of five individuals worked McDonald’s flame broil region, depending upon how bustling the store was at the time. These laborers not just flame-broiled the cheeseburger patties, they likewise caramelized the buns and dressed the sandwiches. There was separate flame broils for normal sized and quarter-pound patties. The previous suited up to 48 standard patties, albeit typically bunches of one to two dozen were cooked at once. The quarter-pound barbecue, which worked at a higher temperature, held up to 20 of the bigger parties. All parties were physically burned on the two sides and expelled in sets when the light and bell framework flagged a finished cooking cycle. After each clump, the flame broils were scratched clean.

McDonald’s in the bid to ensure quality services believed that training of their personnel was the most essential feature of the operations as it was a crucial and sensitive part of ensuring quality services to their customers. At McDonald’s instruction were posted on almost every equipment at each station such that if a trainee forgot what to do, they just had to read the signs right in front of them.

When talking about two very similar fast food companies like McDonald’s and Burger King it can be a little hard and sometimes confusing, because there is not many of differences between fast food companies. McDonald’s and Burger King are fast food companies that are known for having burgers as their main product. Both companies have a lot of similarities like both have fat content, are known worldwide, have a lot of costumers and much more, however there is no doubt that McDonald’s is better than Burger King

First of all McDonald’s is better in many ways and one of them is the fat content. They both have fat content but one of them has more fat than the other. McDonald’s burgers seem to have more fat and they actually have. McDonald’s burgers have 100 grams while Burger King has 20 grams more in weight and in terms of fat Burger King loses again with 12 grams of fat while McDonald’s has 9 grams of fat. I personally don’t like Burger King because I had a bad experience with their products. When you are used to eat in a certain place little changes can make you dislike the new place you eat from. I’m really used to eating at McDonald’s, and in one of my trips to Turkey I had to eat at Burger King because the nearest McDonald’s was closed. When the food came I could not finish what I had asked for, because the taste was very different from what I was used to and it was nothing like what I expected. It tasted like rubber and was very heavy, it was something that even without eating half of it I could not take more. It was so heavy that my stomach started to reject it, and that all happened because of the fat content. When you are used to eating lighter food, you find it hard to eat something that is heavier than what you are used to.

Another difference between McDonald’s and Burger King is the quality of the products both sell. Personally I like McDonald’s bu7rgers better than Burger King’s because for me McDonald’s burger taste better and are more versatile, their meet tastes better, the sauces they use are amazing and the fries are the best thing they have. McDonald’s menu change every month and they try to increase the quality of their products every time. For example at McDonald’s there’s kid meals and it comes with a toy which motivates kids to keep eating there. They started to step out of their comfort zone more and it helped them a lot. For example the first thing they did was including wraps in their menu. Not everybody enjoys eating burgers everyday, so changing the routine a little bit may have positive results and that’s what happened with McDonalds. Now they have healthy salads, soups and even breakfasts. Although Burger King has also the same food categories the quality of McDonald’s products is way better. When I first ate Burger King’s burger I could not finish, so I wanted to try their apple pie to see if my opinion about their products changes a little bit, but instead it just made me dislike even more.

Last but not least, the other difference found in both fast food companies is the costs. When it comes to price most people choose the cheaper ones, but what they forget is that sometimes the cheaper doesn’t not have the best quality or it can have no quality at all. In terms of price Burger King is cheaper than McDonald’s but after all it only goes back to quality. The more quality you products have the more expensive they will be. Sometimes Burger King has some deals, for example you can buy two burgers, two drinks and two deserts you only pay $10. But there’s also a lot of deals at McDonald’s for example there is this deals that if you have their app you can have a free Coffee beverage and many others. I would rather spend a little bit more for a better quality. One day I only had $10 in my pocket and I had the choice of eating at Burger King for $5 or spend the only $10 I had on me at McDonald’s. I decided to spend the only $10 bucks I had because I knew that I could eat something with more quality and tastier. So sometimes it is better to spend more for higher quality products than buy something cheap with no quality and that you won’t even be able to eat.

Besides both McDonald’s and Burger King selling the same type of products which are mainly burgers McDonald’s is better in many ways like fat content, quality and price. Their fat content is lower than Burger King, Their product’s quality is higher and even though the price is higher it goes according to their quality. And these are some of the reasons why I like McDonald’s more than Burger King.

Investigating Customer Service

• Learning Aim A: Examine how good customer service leads to a company’s growth.
• Learning Aim B: Investigate the approaches used in the corporate world to enhance customer service.

What are the benefits of providing outstanding customer service?

It is important to supply excellent customer service because your customers are the backbone of your business and if you do not show respect to them then they will stop supporting you and go and support someone else who offers similar goods or services. It also gives you a bad name and people will not go to your business with their needs if you have bad customer service.

Approaches to customer service delivery in Tesco and Burger King

Tesco

What Tesco does to approach customer service delivery is that they set expectations making sure their stores look at their best for customers to shop in, making sure nothing is out of place or anything. They also have social media accounts to help employees with any queries they might have that can be answered quickly and the employee gets the information they need, customers can also access a social media account to ask about any queries they have or address any problems they had with them publicly. This is also a good business move because everyone is on social media nowadays, which means it is just quick and easy access for people if they have any questions on anything that worries them. You can find Tesco on Twitter as they use that form of social media to connect with their customers, employees, stakeholders, and media bloggers.

‘Twitter is the main media platform we use in the Tesco Corporate Affairs team for external communications,’ said their digital chief Adrian Harris.

• Reference: https:www.conversocial.combloghow-tesco-leads-the-way-in-social-customer-service https:www.retailgazette.co.ukblog20140723002-how-tesco-uses-social-media-to-engage-its-staff

Burger King

What Burger King has done recently to approach customer service is giving the customers a recipe to make their burgers. As of 2020, we are in a global pandemic and Burger King has seemed to find a way for customers to still enjoy burgers while they are closed. Also, they were giving out free kid’s meals before they were officially closed which helped families that rely on the free school meals to feed their children, not only is this good for the families but it also, improves the relationship between Burger King and their customers, which also is a way of establishing an advantage in the market over McDonald’s, as McDonald’s failed to do this.

• Reference: https:www.inc.comchris-matyszczykburger-king-just-showed-how-to-treat-customers-during-a-crisis-McDonalds-didn’tt-get-it.html

How does Tesco’s customer service fulfill customers’ needs and satisfaction while still adhering to existing laws and regulations?

Tesco satisfies its customers by supplying reliable goods and services. Such as, they offer the customer to return on the 10p bags if damaged caused as they will be offered a new one. Which reassures the customer to buy this item and buy one.

Tesco’s refund policy is that the items can be brought back within 30 days of when the item was brought back with the receipt. These are what customers are happy with because it is included with every purchase and very good.

Tesco’s approach to customer service is that they care more than just sorting out the problem the customer has they want to make sure that the customer is happy after they have dealt with the issue. They do this by; being supportive of their customers by helping them with their needs, encouraging the community to reach out and engage with their staff as it is important to have an understanding tone with the customers making them feel valued which will increase their happiness.

Tesco makes sure that they stick to their slogan ‘Every Little Helps’ by making sure they listen to their customers’ demands of clear aisles so that they can get to what they want a lot quicker rather than having to look all over the place to find what they want, no ques which would be decreased by having more tills so that more customers can pay for their goods and others not having to wait as long, and having staff that are happy and ready to help the customer if they have questions or queries.

• Reference: https:www.conversocial.combloghow-tesco-leads-the-way-in-social-customer-service#:~:text=Tesco has mobilized its customer, customer tone in every message.

Relevant legislation and regulations

Health and Safety: Tesco would have to follow this law about occupational health problems and if they do not, they risk being punished if anything goes wrong because they fail to do so. Such as, at the beginning of the year, Tesco was fined £733,333.33 for a health and safety breach after a 91-year-old broke their hip at a store in Hemel Hampstead. These legislation deals can affect their customer service delivery if the floor is wet it is the employee’s responsibility to warn people not to walk over the slippery floor, so no accidents happen.

Tesco should go about this legislation by doing risk assessments to find hazards and to ensure the employee’s and customer’s safety. By dealing with the environment, even if they are unable to be influenced by the environment, workers can post safety signs to ensure that consumers do not visit places where they can be harmed.

Tesco must follow this legislation because they do not want customers suing them for having slippery floors. What Tesco must do is have signs up, so customers know where not to go. They should also have employees to look for any hazards and if there are any to get rid of them as quickly as possible before they open for customers.

Customers Rights Act 2015: Tesco will have to adhere to this legislation when offering goods and services to customers. This makes sure that employees have knowledge of goods and services that the customer is looking for. They should be able to give all the information the customer needs about the goods and services Tesco offers. Customers must have excellent quality products for the money they have spent on the goods. Such as faulty products for unreasonable prices would go against this legislation.

Equality Act: Tesco will have to adhere to this legislation when delivering customer service. How Tesco will have to train its employees to not discriminate against any of its customers. This act does not discriminate regardless of age, race, religion, disability, sexual orientation, or gender.

Tesco must follow this legislation because they do not want their customers to feel discriminated against because of their; race, religion, age, gender, disability, or sexual orientation. If the customer does not feel welcome at the business, then they are not going to go there again and will therefore go to their competitors instead. So, Tesco must train their staff not to be rude or disrespectful to their customers.

Data Protection Act 1998: Tesco must follow this legislation because they must keep all the information they have of their customers safe, if they sell or buy personal information, they will face huge fines because it is breaking the law to sell or buy personal information. This will give them a bad reputation and customers will start to go to their competitors.

• References: http:www.dacorum.gov.ukhomeall-news20200127tesco-fined-733-333-for-health-and-safety-breach-after-91-year-old-breaks-hip-at-hemel-hempstead-store
• https:www.tesco.comhelpprivacy-and-cookiesprivacy-centreyour-rights
• https:www.tescoplc.comabouthow-we-do-business core-purpose-and-values
• http:www.dacorum.gov.ukhomeall-news20200127tesco-fined-733-333-for-health-and-safety-breach-after-91-year-old-breaks-hip-at-hemel-hempstead-store

Methods that a company should use to boost its customer service provision

1. Clarify your goals with aims to help you achieve them.
2. Respond quickly to customer needs.
3. Supply the proper information for what the customers need to know.
4. Take time to train your employees so they make your business look good for the customer.
5. Use negative feedback to your advantage to become even better.
6. Make an extra effort to please the clients.

• Reference: https: customer think.com10-ways-to-improve-your-customer-service-and-increase-sales-performance

How do legislation and policy affect Tesco’s customer service?

Legislation and regulations impact customer service at Tesco as they relate to the law that everyone must follow and state what we must do to abide by them. To make sure that they do not break the law and if they do, they will be fined depending on the damages caused.

Below are the following legislations and regulations they need to follow:

Consumer Credit Act 1974: The Financial Services and Markets Act 2000 and various regulations implementing European Union consumer credit law.

The legislation covers these areas; the information consumers should be provided with before they enter into a credit agreement, the content and form of credit agreements, procedures relating to events of default, added protection for credit card purchases costing more than £100 and up to £30,000 under Section 75 of the Consumer Credit Act.

• Reference: https:www.which.co.ukconsumer-rights regulation consumer-credit-act

Consumer Rights Act 2015: It is here to give businesses a better understanding of their customers and to serve them till they are satisfied. For example, they can deal with a customer demanding a refund if they are entitled to one. If there are any further problems the business should supply a service that can go about the issue at hand.

• Reference: https:www.gov.ukgovernmentpublicationsconsumer-rights-act-2015consumer-rights-act-2015

Data Protection Act 1998: This covers all information distributed, stored, and processed by Tesco. It covers information about customers, employees, suppliers, and potential customers. Breaching customer or employee confidence by selling or buying personal information is a serious offense.

• Reference: https:www.gov.ukdata-protection

Tesco’s uses a variety of tools to monitor customer support for a product or service

One method of monitoring customer service for a product or service in Tesco is by having staff members from a different branch see how good the customer service is of that branch and note down everything they do well, not so well, and how they can improve so that in future they can come back and have better customer service. This way Tesco gain feedback on their customer service from their employees so when they get assessed by external assessors, they will get reliable results as they will be prepared with good customer service.

Pros of using a mystery shopper are; that you can evaluate your staff on how well they performed and see what needs to be improved for the future, check out the competition, and adjust if necessary. Reviewing internal procedures and assessing new products and protocols The internal procedures and protocols may need adapting after just adding them in, as they can be worked on to make the company keep its reputation high.

Introduction

In the highly competitive fast food industry, establishing a clear and compelling mission statement is crucial for a company’s success. Burger King, one of the world’s largest fast food chains, has developed a mission statement that guides its operations and shapes its brand identity. This essay will provide an informative analysis of Burger King’s mission statement, examining its key components, its alignment with the company’s core values, and its impact on the overall business strategy.

Mission Statement Overview

Burger King’s mission statement reads as follows:

“To offer reasonably priced quality food, served quickly, in attractive, clean surroundings.”

Key Components of the Mission Statement

Reasonably Priced Quality Food

Burger King’s mission statement emphasizes its commitment to offering reasonably priced quality food. This highlights the company’s dedication to providing value to its customers by ensuring that the food served meets high standards of taste and quality. By offering affordable options, Burger King aims to attract a wide range of customers while maintaining its reputation for quality.

Served Quickly

The mission statement also emphasizes the importance of serving food quickly. This reflects Burger King’s focus on efficiency and customer convenience. By prioritizing fast service, the company aims to meet the needs of time-conscious consumers seeking a quick meal without compromising on quality.

Attractive, Clean Surroundings

Burger King’s mission statement recognizes the significance of the dining environment. It emphasizes the importance of attractive and clean surroundings, indicating the company’s commitment to providing a pleasant and comfortable dining experience for its customers. This component of the mission statement aligns with Burger King’s brand image as a fast-food restaurant that values cleanliness and aesthetics.

Alignment with Core Values

Burger King’s mission statement is closely aligned with its core values, which include:

Quality

The focus on reasonably priced quality food in the mission statement reflects Burger King’s commitment to ensuring that its menu items meet high standards of taste and ingredients. The company continually seeks to improve its food offerings, introducing new products and refining existing ones to deliver a quality dining experience.

Speed and Efficiency

The mission statement’s emphasis on serving food quickly aligns with Burger King’s core value of speed and efficiency. The company recognizes the importance of providing fast service to accommodate customers’ busy lifestyles and meet their expectations for promptness.

Customer Experience

The component of the mission statement related to attractive, clean surroundings highlights Burger King’s dedication to enhancing the customer experience. By creating an inviting and hygienic environment, the company aims to make dining at Burger King a positive and enjoyable experience for its customers.

Impact on Business Strategy

Burger King’s mission statement serves as a guiding principle for the company’s overall business strategy. It influences various aspects of its operations, including:

Menu Development

The focus on reasonably priced quality food in the mission statement shapes Burger King’s menu development. The company strives to offer a diverse range of menu items that satisfy customer preferences while maintaining affordable prices. This approach helps Burger King remain competitive in the fast food industry.

Operational Efficiency

The mission statement’s emphasis on serving food quickly drives Burger King’s efforts to streamline its operational processes. The company invests in technologies and training programs to ensure that its employees can provide efficient and prompt service, optimizing the dining experience for customers.

Store Design and Maintenance

The component of the mission statement related to attractive, clean surroundings influences Burger King’s store design and maintenance practices. The company invests in store renovations and ongoing maintenance to create appealing and hygienic dining environments that align with customer expectations.

Conclusion

Burger King’s mission statement reflects its commitment to offering reasonably priced quality food, served quickly, in attractive, clean surroundings. The statement aligns with the company’s core values of quality, speed, and customer experience, guiding its business strategy and operational decisions. By emphasizing these key components, Burger King aims to differentiate itself in the competitive fast food industry and provide a flame-grilled experience that satisfies its customers. The mission statement serves as a compass for the company’s ongoing efforts to deliver value, convenience, and a pleasant dining experience to its customers.