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Template:Infobox Burger King Burger King (NYSE: BKC), often abbreviated to BK, is a global chain of hamburger fast food restaurants. It was founded in 1954 by James McLamore and David Edgerton, and has since used a franchise model to expand to just under 11,300 stores in 69 nations around the globe.[1] Its two largest franchisees are Carrols Corporation with over 325 restaurants in United States, and Hungry Jack's, which exclusively owns, operates or sub-licenses over 300 restaurants in Australia.[2]

Burger King Holdings is the parent company of Burger King. In the United States it operates under the Burger King Brands title while internationally it operates under the Burger King Corporation banner. It is a publicly traded company with investment firms of TPG Capital, L.P., Bain Capital, and Goldman Sachs each owning about 25% of the company. At the end of its fiscal year 2007, Burger King reported that there are more than 11,300 outlets in 69 countries; 66% are in the United States and 90% are privately owned and operated. The company has more than 37,000 employees serving approximately 11.4 million customers daily.[3]

The Burger King menu has evolved from a simple offering of burgers, fries, sodas and milkshakes in 1954 to a larger, more diverse set of offerings that includes several variations of chicken, fish, salads and breakfast. The Whopper, a sandwich that has since become Burger King's signature product, was the first major addition to the menu by Mr. McLamore in 1957.[4] Not all introductions have had the success of the Whopper; BK has introduced many products which failed to catch hold in the marketplace.[5][6][7] Some products that have failed in the US have seen success in foreign markets, where BK has also tailored its menu for regional tastes .[8][9]

Burger King's "Golden Age" of advertising was during the 1970s when the introduced its mascot the Magical Burger King, a memorable jingle, and several well known and parodied slogans. Beginning in the early 1980s, its advertising began to lose focus; a series of less successful ad campaigns created by various agencies continued for the next two decades.[10][11] In 2003, Burger King set about resuscitating its moribund advertising with the hiring of the Miami-based advertising agency of Crispin Porter + Bogusky (CP+B). They completely reorganized Burger King's advertising with a series of new advertisements centered around a resuscitated Magical Burger King character.[12][7]

Corporate profile

History

Burger King's first restaurant, originally called Insta Burger King, was opened on December 4, 1954 in a suburb of Miami, Florida by James McLamore and David Edgerton; both alumni of the Cornell University School of Hotel Administration. McLamore visited the original McDonald's hamburger stand belonging to Dick and Mac McDonald in San Bernardino, California; sensing potential in their innovative assembly line-based production system, he decided to create a version of his own. By 1959, BK had grown to five regional stores in and around the metropolitan Miami area. About this time, McLamore and Edgerton decided to expand BK nationally by using a franchising system; a popular method for expansion due to its low capital cost for the parent company. They formed Burger King Corporation as the parent and began selling territorial franchise licenses to private owners across the US.[13]

Burger King headquarters in Miami, Florida
A Burger King restaurant in Redwood City, California

In 1967, after eight years of private operation, the Pillsbury Company acquired Burger King and its parent company Burger King Corporation. At the time of the purchase, BK had grown to 274 restaurants in the United States. Even though Pillsbury owned and operated the company, BK was still the object of a series of failed and successful acquisitions and divestitures. In 1973, Chart House, owner of 350 BK restaurants at the time and one of BK's largest franchise groups, attempted to purchase the chain from Pillsbury for $100 million (USD). When Chart House's bid failed, its owners, Billy and Jimmy Trotter, suggested that Pillsbury and Chart House spin off their respective Burger King holdings and merge the two entities into a separate company, an offer Pillsbury also declined. After the failed attempts to acquire BK, the relationship with Chart House and the Trotters began to sour; in 1979 BK successfully sued Chart House for improperly acquiring locations in Boston and Houston.[13] In 1984, Pillsbury purchased Chart House's successor DiversiFoods for $390 million (USD) after a separate, independent $525 million DiversiFoods management-backed leveraged buy-out of the company failed.[14][15]

BK, and former corporate siblings, Bennigan's, Steak and Ale, Godfather's Pizza (part of the DiversiFoods acquisition[16]), Quik Wok and Häagen Dazs ice cream shops, remained under the Pillsbury corporate umbrella until Pillsbury divested its restaurant holdings in 1989 and sold Burger King to British alcoholic beverage manufacturer and distributor Grand Metropolitan PLC. In 1989, under the ownership of Grand Met, Burger King acquired many locations of its major UK rival Wimpy when the parent company bought the Wimpy's brand from its previous owner United Biscuits and re-branded them as Burger King, giving it an even greater presence in that country. While other "Wimpy" locations are still in operation presently, they are now independent from BK and no longer have the presence they once did.[13] In 1997, Grand Metropolitan merged with Guinness to form a company called Diageo. Diageo maintained ownership of BKC until 2001 when Diageo decided to focus solely on their beverage products and divest itself of the chain.

By the time of the sale, Burger King's revenues and market share had declined significantly, Burger King had fallen to a near tie for second place with rival Wendy's in the US market for hamburger chain restaurants.[17] For many years leading into the early 2000s Burger King and its various owners plus many of its larger franchises closed many under-performing stores.[18] Several of its largest franchises entered bankruptcy due to the issues surrounding the performance of the brand.[19][20]

In 2002, a troika of private equity firms led by TPG Capital, L.P with associates Bain Capital and Goldman Sachs Capital Partners agreed to purchase BK from Diageo for $1.5 billion (USD),[13] with the sale becoming complete in December of that year.[21] The new owners, through several new CEOs, have moved to revitalize and reorganize the company, the first major move was to re-name the BK parent as Burger King Brands.[22] The investment group initially planned to take BK public within the two years of the acquisition, this was delayed until 2006. On February 1, 2006, CEO Greg Brenneman announced TPG's plans to turn Burger King into a publicly traded company by issuing an Initial Public Offering (IPO). On February 16, the company announced it had filed its registration for the IPO with the Securities and Exchange Commission. On May 18, 2006, Burger King began trading on the New York Stock Exchange under the ticker symbol BKC and generated $425 million in revenue, the largest IPO of a US-based restaurant chain on record.[23]

International expansion

While BK began its foray in to locations outside of the continental United States in 1963 with a store in San Juan, Puerto Rico, it did not have a large international presence. This situation changed shortly after the acquisition when Pillsbury opened its first international restaurant in Canada in 1969. Other international locations followed soon after: Oceania in 1971 with Hungry Jack's and in Europe in 1975 with a restaurant in Madrid, Spain. Beginning in 1982, BK and its franchisees began operating stores in several East Asian countries, including Japan, Taiwan, Singapore and Korea.[13] Due to high competition, all of the Japanese locations closed by the end of 2001. BK reentered the Japanese market in mid-2007.[24] BK's Central and South American operations began in Mexico in the late 1970s.[13] While Burger King lags behind McDonald's in international locations by over 12,000 stores, it has managed to become the largest chain in several countries including Mexico and Spain.[25]

Over the ten year period starting in 2008, Burger King sees 80% of its market share to be driven by foreign expansion, particularly in the Asia-Pacific and Indian subcontinent regional markets.[26] While the TPG-lead group has continued BK's international expansion by announcing plans to open new franchise locations in Eastern Europe, Africa and the Middle East, and Brazil, the company plans to focus on the three largest markets, India, China and Japan.[27][28][29][30] The company plans to add over 250 stores in these Asian territories, as well as other countries such as Macao, by the end of 2012.[31] Its expansion into the Indian market has the company at a competitive disadvantage with other QSR vendors such as KFC because the country's large Hindu majority's aversion to beef. BK hopes to use it recent non-beef products, such as it's TenderCrisp and TenderGrill sandwiches, as well as other products to help it overcome this hurdle to expand in that country.[26]

Today, Burger King is the second largest chain of hamburger fast food restaurants in the world behind industry bellwether McDonald's (31,000 locations) and the fourth largest fast food restaurant chain overall after Yum! Brands (34,000 locations), McDonald's and Subway (28,400 locations).[32][33][34]

Key dates

  • 1954: James McLamore and David Edgerton establish Burger King Corporation.[13]
  • 1957: The Whopper is launched.[13]
  • 1958: BK releases its first TV advertisement.[35]
  • 1959: The company begins to expand through franchising.[13]
  • 1967: Burger King is sold to Pillsbury.[13]
  • 1977: Donald N. Smith is hired to restructure the firm's franchise system.[13]
  • 1982: Burger King claims its burgers taste better than its competition's [McDonald's and Wendy's] fried burgers.[13]
  • 1989: Grand Metropolitan plc acquires Pillsbury.[13]
  • 1997: The firm launches a $70 million french fry advertising campaign; Grand Metropolitan merges with Guinness to form Diageo plc.[13]
  • 2002: A group of investors led by Texas Pacific Group acquire Burger King.[13]
  • 2006: BKC, with the same stock symbol, goes public in an IPO.

Franchisees

Carrols Corporation
Carrols Restaurant Group corporate logo.
Main article: Carrols Restaurant Group

Carrols Corporation is the largest global franchisee of Burger King. Its parent company is Carrols Restaurant Group, at publicly traded corporation (Nasdaq: TAST).[36] It has held this position since 2002 with the bankruptcy of Chicago-based AmeriKing Inc, which had 367 US locations at its peak.[37]

Carrols Corporation was founded in 1960 as a franchisee of the Tastee Freeze Company's Carrols Restaurants division by Herb Slotnick under the name Carrols Drive-In Restaurants of New York, and by 1968 the company had grown to the point where it purchased the chain from Tastee Freeze. By 1974 Carrols owned and operated over 150 Carrols Club restaurants in the Northeast United States and abroad. In 1975 the company entered into a franchise agreement with Burger King Corporation and converted its existing Carrols restaurants in the US into BK locations, closed those stores that were not able to be updated and sold off its international operations.[38][39]

Carrols owns and operates 328 Burger King restaurants in New York, Ohio, and ten other states as well as operates 212 other restaurants under the Pollo Tropical and Taco Cabana names in the Southeastern United States.

See also: Carrols (Finland)
Hana International
The Olayan Group corporate logo.
Main article: Olayan Group

Hana International, is a wholly owned subsidiary of the Saudi Arabia-based Olayan Group along and its partner Kuwait-based MH Alshaya Group, is the exclusive master franchisee for the Middle East and North Africa, excluding Israel and Turkey. Hana also operates two holding companies, the Olayan Food Services Company in Saudi Arabia and First Food Services Company in the UAE as well as an operations support/training center in Riyadh.[40][41]

Hana first began operating Burger King restaurants in the region after its parent company Olayan completed it franchise agreement in 1991. Its first location opened in Riyadh in December, 1992, and expanded across the Middle East opening stores in the neighboring countries of Kuwait, Qatar and Bahrain. By 2007, the company had grown to over 180 locations in a half dozen countries, all located in Southwest Asia, when it signed an additional franchise agreement to open locations in North Africa, with the first location in Cairo, Egypt.[41]

Hana currently owns and operates or sub-licenses over 200 restaurants on the Arabian peninsula, Jordan, Lebanon and Egypt.[40][41] To accommodate the tenets of the majority Islamic population's faith, all of the locations operated and overseen by Hana feature halal meats and do not feature pork based products, additionally hamburgers are called beefburgers, avoiding the term ham and its association with pork.

Hungry Jack's
File:Hungry Jack's.svg
Hungry Jack's corporate logo.
Main article: Hungry Jack's

Hungry Jack's, sometimes colloquially abbreviated to HJ's, is the exclusive Australian master franchisee of Burger King Corporation. Its parent company is Hungry Jack's Pty Ltd which is a wholly owned subsidiary of Competitive Foods Australia, a privately held company owned by Jack Cowin. With over 300 locations in that country, HJ's is the second largest franchisee of Burger King in the world.

When Burger King decided to expand its operations into Australia, it found that its business name was already trademarked by a man running a small takeaway food shop in Queensland. Thus, BK was forced to change the name when it decided to open stores in the country - the only time this has happened in its corporate history. Burger King provided the Australian franchisee, Jack Cowin, with a list of possible alternative names that the Australian Burger King restaurants could be branded as. The names were derived from pre-existing trademarks already registered by Burger King and its then corporate parent Pillsbury. Cowin selected the "Hungry Jack" brand name, one of Pillsbury's US pancake mixture products, and slightly changing the name to a possessive form by adding an apostrophe 's' thus forming the new name Hungry Jack's. Accordingly, the first Australian franchise of the Burger King Corporation, established in Perth in 1971, was branded as Hungry Jack's.[2]

Hungry Jack's currently owns and operates or sub-licenses all of the Hungry Jack's and Burger King restaurants in Australia. As the master franchise for the continent, the company is responsible for licensing new operators, opening its own stores and performing standards oversight of franchised locations in Australia.

As with other multi-national corporations, Burger King has had its share of controversies and legal issues over the course of its existence. Issues have included trademark disputes, controversies with animal rights groups, health issues, packaging issues and labor laws. Many of these issues have helped Burger King grow as a socially responsible corporation, while others may have hurt them in some markets.

Burger King Corporation v. Hungry Jack's Pty Limited ([2001] NSWCA 187)

In 1991, Hungry Jack's Pty Limited renewed its franchise agreement with Burger King Corporation which allowed the Hungry Jack's to license third party franchisee, however one of the conditions of the agreement was that Hungry Jack's had to open a certain number of stores each year for the term of the contract. In 1996, shortly after the Australian trademark on the Burger King name lapsed, BKC made a claim that Hungry Jack's had violated the conditions of the renewed franchise agreement by failing to the expand the chain at the rate defined in the contract and sought to terminate the agreement. Under the aegis of this claim, Burger King Corporation in partnership with Royal Dutch Shell's Australian division Shell Company of Australia Ltd., began to open its own stores in 1997 beginning in Sydney and throughout the Australian regions of New South Wales, Australian Capital Territory and Victoria.[42][43][44] Additionally, BKC sought to limit HJ's ability to open new locations in the country, whether they were corporate locations or third-party licensees.[45]

As a result of Burger King's actions, Hungry Jack's owner Jack Cowin and his company Competitive Foods Australia, began legal proceedings in 2001 against the Burger King Corporation claiming BKC had violated the conditions of the master franchising agreement and was in breech of the contract. The Supreme Court of New South Wales agreed with Cowin and determined that BKC had violated the terms of the contract and awarded Hungry Jack's $46.9 million AUD ($41.6 million 2001 US dollars).[46] In its decision, the Court said that Burger King sought to engineer a default of the franchise agreement so that the company could limit the number of new Hungry Jack’s branded restaurants and ultimately claim the Australian market as its own, which was a purpose that was extraneous to the agreement.[47][45]

After BKC lost the case, it decided to terminate its business in the country and sold its operations and assets to its New Zealand franchise group, Trans-Pacific Foods (TPF). The terms of the sale had TPF assume oversight of the Burger King franchises in the region as the Burger King brand's master franchisee. TPF administered the chain's 81 locations until September 2003 when the new management team of BKC reached an agreement with Hungry Jack's Pty to re-brand the existing Burger King locations to Hungry Jack's and make HJP the sole master franchisee of both brands. An additional part of the agreement required BKC to provide administrative and advertising support as to insure a common marketing scheme for the company and its products.[48] TPF transfered its control of the BK franchises to HJP, which subsequently renamed the majority of the remaining BK locations as Hungry Jack's.[43][49] While HJP is now the exclusive master franchisee for Burger King in Australia and has the right to allow new Burger King locations in the country, no new locations have opened and only a small handful of BK restaurants remain in New South Wales.

Further information: Hungry Jack's
Burger King v. Rudzewicz (471 U.S. 462)

In 1965, two Michigan businessmen, John Rudzewicz and Brian MacShara, entered into a franchise agreement with Burger King to run a restaurant in Detroit. After attending training courses at regional Burger King training facilities in Michigan and in the Florida headquarters on how to run a Burger King franchise, they began operation of their new business. Sales began to decline at the location after several years, and because of their financial difficulties, they failed to pay their required franchise fees and rent service to Burger King Corporation. This prompted BKC to file a lawsuit in Florida in the United States District Court for the Southern District of Florida for breach of contract and trademark infringement against Rudzewicz and MacShara because they continued operation of their restaurant after they were served notice to vacate the property.[50]

The District Court found that Florida has personal jurisdiction under Florida's long-arm statute. They also found for Burger King and ordered Rudzewicz to close the restaurant, to which Rudzewicz and MacShae appealed. In their appeal, they claimed that since they were residents of Michigan, and because the claims did not arise within the Southern District of Florida, that District Court lacked personal jurisdiction over them. Additionally it was claimed that the long-arm statute violated the 14th Amendment and was unconstitutional. Citing a similar case, World-Wide Volkswagen Corp. v. Woodson, the United States Court of Appeals for the Eleventh Circuit agreed with the defendants and overturned the lower court's decision.[51] In turn, Burger King Corporation appealed the Appellate Court's ruling to the US Supreme Court and was granted a hearing.[50]

In its decision, the Supreme Court overturned the Appellate Court and found that Florida does have jurisdiction in the case. The Court concluded that the defendants, Rudzewicz and MacShae, sought out their franchise in the state of Florida and were availed of the protections of that state and were, therefore, subject to jurisdiction there. Additionally, the Court reasoned that the defendants had a "substantial and continuing" relationship with Burger King in Florida and that due process would not be violated because the defendants should have reasonably anticipated being summoned into court in Florida for breach of contract.[50][51]

Further information: Burger King v. Rudzewicz
Burger King of Florida, Inc. v. Hoots (403 F.2d 904)
The Hoots' family Burger King restaurant located on the corner of Charleston Ave. and Fifteenth St. in Mattoon, Illinois. (September 2007)

As the company expanded, it became engaged in several disputes in regards to trademarks. The most prominent incident of infringement in the United States occurred with the similarly named Burger King located in Mattoon, Illinois. Eugene and Elizabeth Hoots owned an ice cream shop in the city of Mattoon; due to the success of the store, in 1957 they expanded it with an additional shop located in a former garage next to the original operation. Keeping with theme related to the name of the ice cream shop, Frigid Queen, they named their burger stand Burger King and registered their trademark with the state of Illinois in 1959. In 1962 The Hootses, with knowledge of the Federal trademark held by Burger King Corporation, added a second location located in Charleston, Illinois.[52][53]

In 1961, with its first location in Skokie, Illinois, Burger King Corporation and its franchises began opening stores and by 1967 had over twenty locations spread throughout the state. The Hootses, claiming that their trademark gave them exclusive rights to the name in Illinois sued BK in the state, and later federal, courts under the case Burger King of Florida, Inc. v. Hoots 403 F.2d 904 (7th Cir. 1968). The decision issued by United States District Court for the Central District of Illinois, and upheld by the United States Court of Appeals for the Seventh Circuit, stated that the BKC federal trademark, applied for in 1961 and granted in 1963, took precedence over the Hootses' older, state trademark; The Court granted the Hootses exclusive rights to the Burger King trademark located within a circular area defined with a 20 mile (32 km) radius centered on their original location.[53][54]

The Burger King v. Hoots trademark dispute and its resulting decision went beyond the original case, it established a major legal precedent in the United States in regards to the Lanham Act.[52] The ruling states that while the senior user of the state service mark or trademark has prior usage of the common law marks, federal statute overrides the earlier, state service mark and prohibits the senior user from preventing the junior user from exercising the use of the federally registered mark outside of a defined geographic reach of the senior user.[55]

Further information: Burger King (Mattoon, Illinois)

Controversies

Animal welfare
2001 protest by vegan proponents outside of a Burger King restaurant in San Francisco, California.
File:Murderking.png
Parody logo created by PETA to protest Burger King policies regarding its suppliers and the humane treatment of animals.
Further information: [[:Burger King products]]

In 2001 the animal rights group PETA began targeting the various fast food chains in the United States over issues regarding the treatment of chickens by suppliers such as Tyson. Utilizing parodies of corporate logos and slogans, the group sought to publicly embarrass the companies into changing their corporate policies in dealing with poultry suppliers. After winning concessions from McDonald's with its McCruelty campaign, the group targeted Burger King with a six month campaign it called Murder King.[56] The group and its supporters, including celebrities such as Alec Baldwin, James Cromwell, and Richard Pryor, staged protests outside BK restaurant across the US calling for the company to establish new compliance guidelines for it poultry suppliers. On 28 June 2001, Burger King agreed with the group and established a series of procedures to ensure that its suppliers were conforming to agreed standards for animal welfare. These changes, along with the company's new vegetarian offering the BK Veggie sandwich, drew praise from the group.[57][58]

In 2006, PETA went before the Burger King Holding's board during its annual board meeting to request the company have its suppliers switch to a more humane method of form of slaughter called controlled atmosphere killing (CAK) in the preparation of its poultry products. Using a different tack that went beyond stating that the procedure is more humane, the group claimed that the method was economically more feasible for the company as it reduces the chances of injury to workers in poultry factories and it produced better products by preventing injury to the animal.[59] Responding to this new protest, in March 2007 Burger King announced an additional series of changes to it policies regarding animal welfare. In the policy change BK announced that it would favor suppliers of chickens that use CAK rather than electric shocks to knock birds unconscious before slaughter. The company went on to add new policies that require its pork and poultry suppliers to upgrade the living conditions of pigs and chickens; the rules require that 2% of its North American egg suppliers use cage-free produced eggs and 10% of it pork suppliers use crate free pigs for its pork products. PETA and the Humane Society of the United States were quoted as saying that Burger King’s initiatives put it ahead of its competitors in terms of animal welfare and that they were hopeful that the new initiative would trigger for reform throughout the fast food industry as a whole.[60][61]

Nutrition

Several groups have argued that BK has contributed to the western obesity epidemic by introducing products that contain large amounts of fat, trans-fat and calories. In recent years, BK has begun introducing several large, over-sized products including its European BK XXL line, Enormous Omelet Sandwich line and the BK Stacker line. These products, and others like them, have brought international scorn and negative attention due the large portion size and amounts of unhealthy fats and trans-fats.[62][63][64] Many groups, including the American Heart Association, the Center for Science in the Public Interest and the Spanish government, have accused BK and other fast food restaurant chains of failing to provide healthier alternatives and contribution the ongoing obesity problem in the West.[65][66]

In a partial response, Burger King announced that it was joining The Council of Better Business Bureaus Children's Food and Beverage Advertising Initiative. The program is a voluntary self-regulation program designed to shift advertising messages aimed at children so that they encourage healthier eating habits and lifestyles.[67] In a press statement, BKC announced that it will be taking the following steps in regard to its children's advertising:

In addition, Burger King Corp. will:

  • Restrict advertising to children under 12 that uses third-party licensed characters to Kids Meals that meet its Nutrition Guidelines
  • Refrain from advertising in elementary schools and from product placement in media primarily aimed at children under 12
  • Promote Kids Meals that meet its Nutrition Guidelines on its Web site
  • Promote healthy lifestyles and healthy dietary choices in advertising[68][69]

The new Kid's Meal line will include several new products, including broiled Chicken Tenders, apple "fries", french cut apples served in a fry box, and organic apple sauce.[70][71] According to a statement by BKC, the new Kid's Club meals will contain no more than 560 calories per meal, less than 30 percent of calories from fat, less than 10 percent of calories from saturated fat, no added trans fats and no more than 10 percent of calories from added sugars.[68][69]

Islam

An issue of a religious nature arose in the UK when BK introduced a new prepackaged ice cream product; the label of the product included a silhouette of the ice cream that when rotated on its side bore a resemblance to the Islamic inscription for God. Several local Muslim groups pointed out the issue of the possible interpretation and Burger King voluntarily recalled the product and reissued it with a new label.[72] Another issue that arose with the Islamic community was over an Israeli franchise opening stores in the Occupied territories. When the Israeli BK franchisee Rikamor, Ltd. opened a store in the West Bank settlement of Ma'aleh Adumim, many Islamic groups argued that BKC licensing of the store helped legitimize the settlement. BKC quickly pulled the franchise license for that location and had the store shuttered saying that Rikamor, Ltd. had violated its contract by opening the location in the West Bank. Several American-based Jewish groups issued statements that denounced the decision as kowtowing to threats of boycotts by Islamic groups. In a statement issued by BK Corporation, Burger King stated that it "made this decision purely on a commercial basis and in the best interests of thousands of people who depend on the Burger King reputation for their livelihood."[73]

Labor

Labor issues and disputes have arisen in various parts of the world, primarily over wages. In South Florida, the Coalition of Immokalee Workers, (CIW) has organized protests against Burger King and other QSR chains in response to the dismissal of the group's demands for increased pay raise of 1¢ per pound for tomato pickers in the region.[74] Burger King's response was that while it is a larger purchaser, BKC is not responsible for the pay rates of the workers of its suppliers as wages disputes are the province of the said producer. BKC also offered employment for any dissatisfied CIW members and scholarships through its Have it Your Way Foundation for family members of CIW workers.[75]

Charitable contributions and services

File:Jimmy Fund Card.png
Burger King issued scratch card for 2007 Jimmy Fund Chance for Kids fund raising drive.

Burger King has several of its own in-house national charitable organizations and programs. The first is the Have It Your Way Foundation, a U.S.-based non-profit, 501(c)(3) corporation with multiple focuses on hunger alleviation, disease prevention and community education through scholarship programs at colleges in the US. The other charitable organization is the McLamore Foundation, also a non-profit, 501(c)(3) corporation that provides scholarships to students in the US and its territories.[76][77] Additionally, there is an optional literacy program that partners individual restaurants with community schools in the US.

Burger King has aligned itself with several organizations that support research and treatment of cancer. In the Boston region, BK has affiliated itself with the Boston Red Sox Jimmy Fund, a charity that supports juvenile cancer research at the Dana-Farber Cancer Institute in Boston.[78] In the Pittsburgh region it contributes to the Burger King Cancer Caring Center, a support organization for the patients, families and friends of cancer patients.[79] In Nebraska, the company is affiliated with the Liz's Legacy Cancer Fund BK Beat Cancer for Kids program at the UNMC Eppley Cancer Center at the University of Nebraska Medical Center in Omaha.[80]

Products

Main article: Burger King products
The Whopper sandwich, Burger King's signature product.

When the company began, its menu consisted predominantly of hamburgers, french fries, soft drinks, and desserts. Beginning with the Whopper sandwich in 1957, BK has expanded the breadth of its menu by adding various non-beef items like chicken, fish, vegetarian offerings such as salads and meatless sandwiches; a breakfast menu; and non-soft drink beverages such as Icees, juices and bottled waters. Additionally, as the company expanded both inside and outside the US, it introduced localized versions of its products that conform to regional tastes and cultural or religious beliefs. To generate additional sales, BK will occasionally introduce limited time offers (LTO) of special versions of its products or bring out completely new products intended for either long or short term sales. Not all these products and services have been successful, in 1993 Burger King introduced limited table service and special dinner platters; the concept failed to generate interest and was discontinued.[81]

In 1957, BK added its signature item, the Whopper. This quarter pound hamburger was created by Burger King founders James McLamore and David Edgerton as a way to differentiate BK from other burger outlets at the time. The sandwich became famous enough that BK eventually adopted the motto "Home of the Whopper."

By 1979, BK had significantly expanded the breadth of its menu with many non-hamburger sandwiches including chicken, fish, desserts and breakfast products.[82] Like all QSR outlets, BK has also modified its core menu with variants on its sandwiches, LTO products and items that cater to specific dietary needs. In 1985, BK again expanded its menu offerings by adding new products such as French toast sticks, the Croissan'Wich and BK Chicken Tenders. BK has also modified some of its core menu products, adding variations on products like the Whopper so that there are many "standard" sizes and varieties.

A meal including small french fries, a Whopper, Jr., Barq's Root Beer, and packets of Heinz ketchup.

In 1997 Burger King launched their new french fry line, which featured a clear coating made from a potato-based starch to 7,400 U.S. locations. Burger King also rolled out a large U.S. advertising campaign to advertise the new french fries. The fries were in research and development for over two years and already had been available in several markets. These new french fries are still in use.[83]

In 1998, US BK added a 99¢ (USD) Great Tastes menu to better compete with QSR competitor, Wendy's.[84] This value menu featured seven products: Whopper Jr., 5 piece Chicken Tenders, a bacon cheeseburger, medium sized french fries, medium soft drink, medium onion rings and small shake. In 2002, BK renamed it the 99¢ (USD) Value Menu revamped it to include a grilled sourdough burger, a bacon cheeseburger, small sized french fries and onion rings, small sized soft drinks, childs size shakes, chili, tacos, 5 piece Chicken Tenders, baked potatoes and a side garden salad.[85] Many of the items have since been discontinued, modified or relegated to a regional menu option.[86] In 2006, the Value menu was again renamed, to the BK Value Menu, with products ranging from 99¢ to $1.50 (USD).

As part of its 2003 reorganization, BK introduced several new products to its menu, including several new or revamped chicken products, a new salad line and its BK Joe brand of coffee. Some of the new products, including its Enormous Omelet Sandwich line and the BK Stacker line, brought negative attention due the large portion size, amounts of unhealthy fats and trans-fats.[63][64][62]

As with other fast food companies, BK has recently begun introducing products that feature higher quality ingredients like whole chicken breast, Angus beef, natural cheeses such as cheddar and pepper jack, and other menu fare that attempts to appeal to a more adult palate and demographic.[87][88] Again, not all these products have met corporate sales expectations.[7]

Advertising

Main article: Burger King advertising
File:Creepy King Bed.png
The most recent version of the company mascot, The Burger King, from a 2006 commercial.

BK has had history of hits and misses in regard to its advertising: During the 1970s, BK introduced a memorable jingle, several well known and parodied slogans such as Have it your way and It takes two hands to hold a Whopper.[89][90] Starting in the early 1980s and running through approximately 2002, BK engaged a series of ad agencies that produced many less than memorable slogans and programs, including its biggest advertising flop Where's Herb?.[11][91][92] The 1990s saw a highly successful tie-in campaign with Disney's animated films, including the Academy Award winning Beauty & the Beast and Academy Award winning Toy Story.[13]

Beginning in 2003, BK began resuscitating its moribund advertising with the hiring of the Miami-based advertising agency of Crispin Porter + Bogusky (abbreviated as CP+B).[7][12] As one of CP+B new advertising strategies, they revived the Burger King character used during BKs 1970s/1980s Burger King Kingdom advertising campaign as a caricatured variation now simply called "the King". Additionally, CP+B created a series of viral web-based advertisements to compliment the various television and print promotional campaigns on sites such as MySpace and various BK corporate pages.[93][94][95] The farcical nature of the Burger King centered advertisements inspired an internet meme where the King is photoshopped into unusual situations that are either comical or menacing, many times followed with the phrase Where is your God now?. These viral ad campaigns, coupled with other new campaigns and the new product introductions, drew considerable positive and negative attention to BK and helped TPG and its partners realize about $367 million in dividends.[96][97][98]

Logos

File:Sitting king logo.png
Vintage Burger King "sitting king" logo (1957–1968) 		File:Original Burger King logo.png
Original "bun halves" logo (1969–1994) 		File:Burger king logo 2.png
Revised "bun halves" logo (1994–1999)
Current "blue crescent" logo (1999–present)
File:Sitting king.png
Alternate version of the Sitting King logo used until 1968.

The first logo that Burger King used is identified simply as the Sitting King logo; the first version of the Burger King character is shown sitting atop the of the sign holding a beverage. The sign has several versions, with the King either sitting atop a hamburger or on an inverted trapezoid with the company name along the top and its motto Home of the Whopper below it; some signs did not include the King and only had the inverted trapezoid. This logo was used in one form or another until 1969 when the famous Burger King "bun halves" logo made its debut, and has continued in one form or another until the current day. As implied by its name, the logo is meant to resemble a hamburger; the logo had two orange semi-circular "buns" surrounding the name, which was the "meat" of the logo. In 1994 BK updated the logo with a graphical tightening, replacing the aging "bulging" font with a smoother font with rounded edges. In addition, all secondary signing, such as roof and directional signs, was also updated with new rounded font.

In 1999, BK again revised its logo. The new Burger King logo is a stylized version of the original "bun halves" logo. BK changed the color of the restaurant's name from orange to red lettering, while leaving them sandwiched between two yellow bun halves. The new logo also tilts the bun halves and the font on an axis, has a smaller "bun" motif and wraps the burger with a blue crescent whipping around the buns giving it a more circular appearance. Most restaurants did not acquire newer signs with the new logo, menus, and drive-thru ordering speakers until 2001. Again all secondary signage was updated with the new logo and type face, and all sign posts were repainted to match the blue coloring of the new crescent from their original black.[99][100]

International variations

File:Hungry Jack's.svg
Hungry Jack's revised and current "bun halves" logo 		File:Burger King Arabic logo.png
Current logo in Arabic. Note that the logo is read from right to left.

The Hungry Jack's logo is based on the Burger King "bun halves" design. HJ currently uses a variation of the second generation "bun halves" logo, featuring the smoother font used in the Burger King logo from 1994. Currently, the only region that BK uses non-Latin text is the Middle East. In those Arabic speaking countries the logo is mirrored and uses Arabic characters; otherwise the logo is identical to the "blue crescent" logo used in the west.

International operations

Examples of Burger King's international operations
(Listed alphabetically by county)
Countries with Burger King restaurants:
Countries with Burger King restaurants
Key:
Red: Countries currently with BK restaurants
Orange: Countries formerly with BK restaurants
Yellow: Countries currently with Hungry Jack's restaurants

Burger King has a longstanding presence at U.S. Army and U.S. Air Force installations worldwide, dating back to the 1980s under a contract with Army and Air Force Exchange Service. Today, while other chains such as Taco Bell, Popeye's and Subway have a presence on military bases, virtually every major Army and Air Force installation hosts a BK restaurant.[3]

Countries currently with Burger King locations
Countries formerly with Burger King restaurants

See also

Other hamburger QSR vendors:

Franchisees

References

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  3. ^ a b BKC publication (October 2007). "BKC 2007 Annual Report" (PDF). Burger King Holdings. Retrieved 2008-02-08. 11,283 Restaurants in 69 countries and territories
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  8. ^ BK Taiwan dessert menu featuring turnover-style pies
  9. ^ BK Taiwan menu featuring chicken thigh meat sandwiches
  10. ^ TVAcres.com. "Advertising Mascots, Herb the Nerd". tvacres.com. Retrieved 2007-10-24.
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  49. ^ AP Wire (2003-09-13). "Burger King slips into Hungry Jacks uniform". the Sydney Morning Herald. Retrieved 2008-03-08. Burger King Corp's new management said on Friday it was ceding the Australian market to the Hungry Jack's brand, dissolving a convoluted relationship that at one time went to court in a franchising dispute. {{cite web}}: Check date values in: |date= (help)
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  54. ^ The court cited numerous examples where the federal law explicitly gave federal trademarks stronger weight than other kinds. See, for example, 15 U.S.C. § 1127: "The intent of this chapter is ... to protect registered marks used in such commerce from interference by State, or territorial legislation."
  55. ^ Sheldon W. Halpern (2006). Fundamentals of United States Intellectual Property Law: Copyright, Patent and Trademark. Kenneth L. Port. Kluwer Law International. p. 354. ISBN 904112599X. Because of the nature of Commerce in the United States has changed so dramatically in the last 50 years with changes in transportation, communication and marketing, state boundaries are becoming less and less relevant in determining the geographical scope of unregistered trademarks {{cite book}}: Unknown parameter |coauthors= ignored (|author= suggested) (help)
  56. ^ Business Wire (2008-02-11). "PETA Praises Safeway for Adopting New Industry-Leading Animal Welfare Policies". Forbes Magazine. Retrieved 2008-03-09. June 2001: Following PETA's six-month "Murder King" campaign, Burger King agrees to adopt standards that are in some areas better than those adopted by McDonald's. {{cite web}}: |author= has generic name (help); Check date values in: |date= (help)
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