Burger King Corporation (BK, stylized inall caps) is an American multinationalchain ofhamburgerfast food restaurants. Headquartered inMiami-Dade County, Florida, the company was founded in 1953 asInsta-Burger King, aJacksonville, Florida–based restaurant chain. After Insta-Burger King ran into financial difficulties, its two Miami-based franchiseesDavid Edgerton (1927–2018) andJames McLamore (1926–1996) purchased the company in 1959.[5] Over the next half-century, the company changed hands four times and its third set of owners, a partnership betweenTPG Capital,Bain Capital, andGoldman Sachs Capital Partners, took it public in 2002. In late 2010,3G Capital of Brazil acquired a majority stake in the company in a deal valued at US$3.26 billion. The new owners promptly initiated a restructuring of the company to reverse its fortunes. 3G, along with its partnerBerkshire Hathaway, eventually merged the company with the Canadian-based coffeehouse chainTim Hortons under the auspices of a new Canadian-based parent company namedRestaurant Brands International.
Burger King's menu has expanded from a basic offering of burgers, french fries, sodas, and milkshakes to a larger and more diverse set of products. In 1957, the "Whopper" became the first major addition to the menu, and it has since become Burger King's signature product. Conversely, Burger King has introduced many products that have failed to catch hold in the market. Some of these failures in the United States have seen success in foreign markets, where Burger King has also tailored its menu for regional tastes. From 2002 to 2010, Burger King aggressively targeted the 18–34 male demographic with larger products that often carried correspondingly large amounts of unhealthy fats andtrans-fats. This tactic would eventually damage the company's financial underpinnings and cast a negative pall on its earnings. Beginning in 2011, the company began to move away from its previous male-oriented menu[citation needed] and introduce new menu items, product reformulations, and packaging, as part of its current owner 3G Capital's restructuring plans of the company.[6]
As of December 31, 2018, Burger King reported that it had 17,796 outlets in 100 countries.[7][8] Of these, nearly half are located in the United States, and 99.7% areprivately owned and operated,[8] with its new owners moving to an almost entirely franchised model in 2013. Burger King has historically used several variations offranchising to expand its operations. The manner in which the company licenses its franchisees varies depending on the region, with some regional franchises, known asmaster franchises, responsible for selling franchise sub-licenses on the company's behalf. Burger King's relationship with its franchises has not always been harmonious. Occasional spats between the two have caused numerous issues, and in several instances, the relations between the company and its licensees have degenerated into precedent-setting court cases. Burger King's Australian franchiseHungry Jack's is the only franchise to operate under a different name due to a trademark dispute with a similarly named restaurant inAdelaide,South Australia, and a series of legal cases between the two.[9]
The predecessor to Burger King was founded in 1953 inJacksonville, Florida, as Insta-Burger King.[10] After visiting theMcDonald brothers' original store location inSan Bernardino, California, the founders and owners (Keith G. Cramer and his wife's uncle Matthew Burns), who had purchased the rights to two pieces of equipment called "Insta-machines", opened their first restaurants. Their production model was based on one of the machines they had acquired, an oven called the "Insta-Broiler". This strategy proved to be so successful that they later required all of their franchises to use the device.[11][12] After the company faltered in 1959, it was purchased by its Miami, Florida, franchisees, James McLamore and David R. Edgerton. They initiated a corporate restructuring of the chain, first renaming the company Burger King. They ran the company as an independent entity for eight years (eventually expanding to over 250 locations in the United States), before selling it to thePillsbury Company in 1967.[11]: 28
Burger King Big Whopper meal (burgers wrapped)
Pillsbury's management tried several times to restructure Burger King during the late 1970s and the early 1980s. The most prominent change came in 1978 when Burger King hiredMcDonald's executiveDonald N. Smith to help revamp the company. In a plan called "Operation Phoenix",[12]: 118 Smith restructured corporate business practices at all levels of the company. Changes included updated franchise agreements,[13] a broader menu[12]: 119 [13]: 66 and new standardized restaurant designs. Smith left Burger King forPepsiCo in 1980[14] shortly before a system-wide decline in sales.
Pillsbury's Executive Vice President of Restaurant OperationsNorman E. Brinker was tasked with turning the brand around, and strengthening its position against its main rival McDonald's. One of his initiatives was a new advertising campaign featuring a series ofattack ads against its major competitors. This campaign started a competitive period between Burger King, McDonald's, and top burger chains known as theBurger wars.[15] Brinker left Burger King in 1984, to take over Dallas-based gourmet burger chainChili's.[16]
Smith and Brinker's efforts were initially effective,[14] but after their respective departures, Pillsbury relaxed or discarded many of their changes, and scaled back on construction of new locations. These actions stalled corporate growth and sales declined again, eventually resulting in a damaging fiscal slump for Burger King and Pillsbury.[17][18] Poor operation and ineffectual leadership continued to bog down the company for many years.[18][19]
Pillsbury was eventually acquired by the British entertainment conglomerateGrand Metropolitan in 1989.[20][21] Initially, Grand Met attempted to bring the chain to profitability under newly minted CEO Barry Gibbons; the changes he initiated during his two-year tenure had mixed results, as successful new product introductions and tie-ins withThe Walt Disney Company were offset by continuing image problems and ineffectual advertising programs.[22] Additionally, Gibbons sold off several of the company's assets in an attempt to profit from their sale and laid off many of its staff members.[23][24][25]
Burger King's headquarters experienced major damage in 1992 fromHurricane Andrew.
After Gibbon's departure, a series of CEOs each tried to repair the company's brand by changing the menu, bringing in new ad agencies and many other changes.[26][27][28] The parental disregard of the Burger King brand continued with Grand Metropolitan's merger withGuinness in 1997 when the two organizations formed the holding companyDiageo.[29] Eventually, the ongoing systematic institutional neglect of the brand through a string of owners damaged the company to the point where major franchises were driven out of business, and its total value was significantly decreased.[30] Diageo eventually decided to divest itself of the money-losing chain and put the company up for sale in 2000.[31][32]
An example of the 20/20 concept interior at a Burger King inCork, Ireland
The 21st century saw the company return to independence when it was purchased from Diageo by a group of investment firms led byTPG Capital for US$1.5 billion in 2002.[22][33] The new owners rapidly moved to revitalize and reorganize the company, culminating with the company being taken public in 2006 with a highly successfulinitial public offering.[5][34][35] The firms' strategy for turning the chain around included a new advertising agency and new ad campaigns,[36][37][38] a revamped menu strategy,[39] a series of programs designed to revamp individual stores,[40] a new restaurant concept called theBK Whopper Bar,[41] and a new design format called20/20.[41] These changes successfully re-energized the company, leading to a score of profitable quarters.[42] Yet, despite the successes of the new owners, the effects of theGreat Recession weakened the company's financial outlooks while those of its immediate competitor, McDonald's, grew.[42][43] The falling value of Burger King eventually led to TPG and its partners divesting their interest in the chain in a US$3.26 billion sale to 3G Capital of Brazil.[44][45] Analysts from financial firmsUBS andStifel Nicolaus agreed that 3G would have to invest heavily in the company to help reverse its fortunes.[45][46] After the deal was completed, the company's stock was removed from the New York Stock Exchange, ending a four-year period as a public company.[47][48] The delisting of its stock was designed to help the company repair its fundamental business structures and continue working to close the gap with McDonald's without having to worry about pleasing shareholders.[46] In theUnited States domestic market, the chain fell to third place in terms of same store sales behind Ohio-basedWendy's. The decline was the result of 11 consecutive quarters of same store sales decline.[49]
In August 2014, 3G announced that it planned to acquire the Canadian restaurant and coffee shop chainTim Hortons and merge it with Burger King with backing fromWarren Buffett'sBerkshire Hathaway. The two chains retained separate operations post-merger, with Burger King remaining in its Miami headquarters.[50] A Tim Hortons representative stated that the proposed merger would allow Tim Hortons to leverage Burger King's resources for international growth. The combined company became the third-largest international chain of fast food restaurants.[51][52] The deal led to a controversy over the practice oftax inversions, in which a company decreases the amount of taxes it pays by moving its headquarters to atax haven, a country with lower rates, but maintains the majority of their operations in their previous location. As a high-profile instance of tax inversion, news of the merger was criticized by U.S. politicians, who felt that the move would result in a loss of tax revenue to foreign interests, and could result in further government pressure against inversions.[52][53][54][55]
In 2019, Burger King reported that it planned to close up to 250 low-volume locations per year, with closures coming into effect in 2020.[56]
In February 2021, Burger King began testing a customer loyalty rewards program called "Royal Perks" in Los Angeles, Miami, New York City, New Jersey and Long Island, New York.[57]
Following the2022 Russian invasion of Ukraine, many companies, including Burger King, faced growing pressure to halt operations in Russia.[58][59][60][61] In March 2022, Burger King claimed to have suspended all its corporate support, including operations, marketing, supply chain, investments and expansion in Russia in response to the invasion of Ukraine, including support to the more than 800 fully franchised restaurant chains in Russia managed by a local master franchisee.[62][63] However, theInternational Consortium of Investigative Journalism revealed that Burger King retained its stake in the Russian franchises through an offshore joint venture with the Russian state-ownedVTB Bank and a Ukrainian investment firm linked to corrupt deals with Ukraine's former pro-Russian leader.[64]
In October 2023, Tom Curtis, president of Burger King U.S. & Canada, announced a new store design at its annual franchisee convention in Canada, branded "The Sizzle". The company planned to remodel existing Burger King locations with a new look inside and outside, to tackle slowing business after the2020 coronavirus pandemic. The overhaul plan included more kiosks, dedicated pickup areas for mobile app orders, food-ordering platforms likeDoordash,Uber Eats, andGrubhub, and an improved drive-thru service. In 2023, Burger King remodeled several locations in the United States with the "Sizzle" concept.[65] While the remodel plan was an overhaul to the entire restaurant, Burger King was also investing in a "Refresh" initiative in order to replace equipment and upgrade technologies. By the end of 2023, Burger King completed 264 remodels and exited the year with 46% of its restaurants with a modern image.[66]
Burger King Holdings was the parent company of Burger King when it went public in 2002.[67] Burger King derived its income from several sources, including property rental and sales through company owned restaurants;[67] however, a substantial portion of its revenue was dependent on franchise fees.[67] During the transitional period after3G Capital acquired the company, Burger King's board of directors was co-chaired by John W. Chidsey, formerly CEO and chairman of the company, andAlex Behring, managing partner of 3G Capital.[68] By April 2011, the new ownership had completed the restructuring of Burger King's corporate management and Chidsey tendered his resignation, leaving Behring as CEO and chair.[69]
Burger King Corporation is currently an independently operated subsidiary ofRBI. RBI's present organizational structure includes five primary segments:Tim Hortons, Burger King,Firehouse Subs,Popeyes Louisiana Kitchen and International. International encompasses the aggregated outcomes from the operations of each brand outside the United States and Canada.
Josh Kobza, the CEO of RBI, was appointed in 2023.[70] Before taking over as CEO in February 2023, Kobza served as CFO, CTO, and COO of RBI. Tom Curtis, the president of Burger King U.S. and Canada, was appointed in 2021 and oversees the operation of the Burger King Corporation in the United States and Canada.[71]
In North America, Burger King Corporation is responsible for licensing operators and administering of stores. Internationally, the company often pairs with other parties to operate locations or it will outright sell the operational and administrative rights to a franchisee which is given the designation ofmaster franchise for the territory. The master franchise will then be expected to sub-license new stores, provide training support, and ensure operational standards are maintained. In exchange for the oversight responsibilities, the master franchise will receive administrative and advertising support from Burger King Corporation to ensure a common marketing scheme.[72][73] The3G Capital ownership group announced in April 2011 that it would begin divesting itself of many corporate owned locations with the intent to increase the number of privately held restaurants to 95%.[74] In 2016, the percentage of privately owned Burger King establishments grew to 99.5%.[8] RBI maintains that approximately 100% ofBurger King franchises are privately held restaurants.[75]
On Monday July 8, 2002, 130 employees began working at the Burger King headquarters with the remainder moving in phases in August 2002. Prior to the moving to its current headquarters in 2002, Burger King had considered moving away from the Miami area to Texas; Miami-Dade County politicians and leaders lobbied against this, and Burger King stayed. Before 2002, the company's previous headquarters was located in a southern Dade County campus located on Old Cutler Boulevard in theCutlercensus-designated place.[77][78]In August 2014, the future of the company's Miami headquarters was again in doubt as reports surfaced that Burger King was in talks about buying the Canadian restaurant chainTim Hortons. The merger between Burger King and Tim Hortons created the fast food company now known as Restaurant Brands International Inc.[79][80]
In 2016, Burger King signed a build-to-suit lease agreement on a new 150,000 square feet (14,000 m2) five-story headquarters building to be built at 5707 Blue Lagoon Drive, just down the street from its existing nine-story headquarters at 5505 Blue Lagoon Drive.[81] This was slightly smaller than the 200,000 square feet (19,000 m2) it was leasing in its current headquarters building at the time.[81] In 2018, Burger King moved into its new headquarters at 5707 Blue Lagoon Drive.[82] As of August 2024, the Burger King system operates more than 18,700 locations in more than 100 countries and U.S. territories.[75]
When Burger King Corporation began franchising in 1959, it used a regional model where franchisees purchased the right to open stores within a geographic region.[12]: 117 [13]: 64 Thesefranchise agreements granted BKC very little oversight control of its franchisees and resulted in issues of product quality control, store image and design, and operational procedures.[12]: 118 [13]: 64
During the 1970s, structural deficiencies in Burger King's franchise system became increasingly problematic for Pillsbury. A major example was the relationship between Burger King and Louisiana-based franchisee Chart House,[13]: 64 Burger King's largest franchisee group at the time with over 350 locations in the United States. The company's owners, William and James Trotter, made several moves to take over or acquire Burger King during the 1970s, all of which were spurned by Pillsbury.[22] After the failed attempts to acquire the company, the relationship between Chart House and Burger King soured and eventually devolved into a lawsuit.[22] Chart House eventually spun off its Burger King operations in the early 1980s into a holding company called DiversiFoods which, in turn, was acquired by Pillsbury in 1984 and absorbed into Burger King's operations.[83][84]
As part of the franchising reorganization segment of Operation Phoenix, Donald N. Smith initiated a restructuring of future franchising agreements in 1978. Under this new franchise agreement, new owners were disallowed from living more than one hour from their restaurants – restricting them to smaller individuals or ownership groups and preventing large, multi-state corporations from owning franchises. Franchisees were also now prohibited from operating other chains, preventing them from diverting funds away from their Burger King holdings. This new policy effectively limited the size of franchisees and prevented larger franchises from challenging Burger King Corporation as Chart House had.[13]: 64 Smith also sought to have BKC be the primary owner of new locations and rent or lease the restaurants to its franchises. This policy would allow the company to take over the operations of failing stores or evict those owners who would not conform to the company guidelines and policies.[22] By 1988, parent companyPillsbury had relaxed many of Smith's changes, scaling back on construction of new locations, which resulted in stalled growth of the brand.[17] Neglect of Burger King by new ownerGrand Metropolitan and its successorDiageo[30] further hurt the standing of the brand, causing significant financial damage to BK franchises and straining relations between the parties.[85]
By 2001 and after nearly 18 years of stagnant growth, the state of its franchises was beginning to affect the value of the company. One of the franchises most heavily affected by the lack of growth was the nearly 400-store AmeriKing Inc., one of the largest Burger King franchisees.[86] By 2002, the franchise owner, which until this point had been struggling under a nearly US$300 million debt load and been shedding stores across the US, was forced to enterChapter 11 bankruptcy.[87] The failure of AmeriKing deeply affected the value of Burger King, and put negotiations between Diageo and the TPC Capital-led group on hold. The developments eventually forced Diageo to lower the total selling price of the chain by almost$750 million.[85] After the sale, newly appointed CEOBrad Blum initiated a program to help roughly 20 percent of its franchises, including its four largest, who were in financial distress, bankruptcy or had ceased operations altogether.[88] Partnering with California-based Trinity Capital, LLC, the company established the Franchisee Financial Restructuring Initiative, a program to address the financial issues facing BK's financially distressed franchisees. The initiative was designed to assist franchisees in restructuring their businesses to meet financial obligations, focus on restaurant operational excellence, reinvest in their operations, and return to profitability.[89]
Individual franchisees took advantage of the AmeriKing failure; one of BK's regional owners, Miami-based Al Cabrera, purchased 130 stores located primarily in the Chicago and the uppermid-west region, from the failed company for a price of$16 million, approximately 88 percent of their original value. The new company, which started out as Core Value Partners and eventually becameHeartland Foods, also purchased 120 additional stores from distressed owners and revamped them. The resulting purchases made Cabrera the largest minority franchisee of Burger King, and Heartland one of the company's top franchises.[90] By 2006, the company was valued at over$150 million, and was sold to New York–basedGSO Capital Partners.[91] Other purchasers included a three-way group ofNFL athletesKevin Faulk,Marcus Allen, andMichael Strahan who collectively purchased 17 stores in the cities ofNorfolk andRichmond, Virginia;[92] andCincinnati-based franchisee Dave Devoy, who purchased 32 AmeriKing stores. After investing in new decor, equipment and staff retraining, many of the formerly failing stores showed growth approaching 20 percent.[30]
As part of 3G's restructuring plan, the company decided to divest itself of its corporate owned locations by re-franchising them to private owners and become a 100% franchised operation by the end of 2013. The project, which began in April 2012, saw the company divest corporate-owned locations in Florida, Canada, Spain, Germany, and other regions.[93][94][95] The move gave the company a Q3, 2013 profit of US$68.2 million over the same quarter, 2012 of US$6.6 million.[93]
At the end of its 2013 fiscal year, Burger King was the second largestchain of hamburger fast food restaurants in terms of global locations,[67]: 123 behind industry bellwether McDonald's, which had 32,400 locations. At the end of 2014, Burger King ranked fourth among US food chains in terms of US sales, behindMcDonald's,Starbucks, andSubway.[96] Burger King now has over 12,000 stores worldwide.[97]
In January 2024, Restaurant Brands International, the owner of the brand, announced it would purchase the largest franchisee of the chain,Carrols Restaurant Group, for around $1 billion. At the time of the announcement, Carrols had 1,022 Burger King locations (along with 60Popeyes locations). The goal was to remodel 600 of the restaurants, then sell them back to franchisees over five to seven years. The move represented a departure from the existing model of largely franchising locations.[98][99][100]
While BK began its foray into locations outside of thecontinental United States in 1963 with a store inSan Juan, Puerto Rico,[101] it did not have an international presence until several years later. Shortly after the acquisition of the chain by Pillsbury, it opened its first Canadian restaurant inWindsor, Ontario in 1969.[13]: 66 [102] Other international locations followed soon after, including Australia in 1971, with a restaurant in thePerth suburb ofInnaloo, and Europe in 1975, with a restaurant inMadrid.[103][104] Beginning in 1982, BK and its franchisees began operating stores in severalEast Asian countries, including Japan,Taiwan,Singapore andSouth Korea.[22] Due to high competition, all of the Japanese locations were closed in 2001; however, BK reentered the Japanese market in June 2007.[105] BK'sCentral and South American operations began in Mexico in the late 1970s and by the early 1980s inCaracas, Venezuela,Santiago, Chile, andBuenos Aires, Argentina.[22] While Burger King lags behind McDonald's in international locations by over 12,000 stores, as of 2008 it had managed to become the largest chain in several countries including Mexico and Spain.[106]
The company divides its international operations into three segments; the Middle East, Europe and Africa division (EMEA), Asia-Pacific (APAC) and Latin America and the Caribbean (LAC).[67]: 5 In each of these regions, Burger King has established several subsidiaries to develop strategic partnerships and alliances to expand into new territories. In its EMEA group, Burger King's Switzerland-based subsidiary Burger King Europe GmbH is responsible for the licensing and development of BK franchises in those regions.[67]: 5, Exhibit 21:1 [107] In APAC region, the Singapore-based BK AsiaPac, Pte. Ltd. business unit handles franchising for East Asia, the Asian subcontinent and all Oceanic territories.[67]: 6, Exhibit 21:1 [72][108] The LAC region includes Mexico, Central and South America and the Caribbean Islands and has no centralized operations group.[67]: 6, Exhibit 21:1
Australia is the only country in which Burger King does not operate under its own name.[67]: 6 When the company set about establishing operations down under in 1971, it found that its business name was already trademarked by a takeaway food shop inAdelaide.[109] As a result, Burger King provided the Australian franchisee,Jack Cowin, with a list of possible alternative names derived from pre-existing trademarks already registered by Burger King and its then corporate parent Pillsbury, that could be used to name the Australian restaurants. Cowin selected the "Hungry Jack" brand name, one of Pillsbury's US pancake mixture products, and slightly changed the name to a possessive form by adding anapostrophe "s" forming the new name Hungry Jack's.[103][110] After the expiration of the trademark in the late 1990s, Burger King unsuccessfully tried to introduce the brand to the continent. After losing a lawsuit filed against it by Hungry Jack's ownership, the company ceded the territory to its franchisee.[103] Hungry Jack's is now the only Burger King brand in Australia; Cowin's company Hungry Jack's Pty Ltd. is themaster franchise and thus is now responsible for oversight of the operations that country with Burger King only providing administrative and advertising support to ensure a common marketing scheme for the company and its products.[73]
Over a 10-year period starting in 2008, Burger King predicted 80 percent of its market share would be driven by foreign expansion, particularly in the Asia-Pacific andIndian subcontinent regional markets.[111] While the TPG-led group 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 plan is focusing on the three largest markets – India, China, and Japan.[112][113][114][115] The company plans to add over 250 stores in these Asian territories, as well as other places such asMacau, by the end of 2012.[116] Its expansion into the Indian market has the company at a competitive disadvantage with otherfast food restaurants such asKFC because of the aversion of the country's largeHindu majority to beef. BK hopes to use their non-beef products, such as theirTenderCrisp andTenderGrill chicken sandwiches, as well as other products like mutton sandwiches and veggie sandwiches, to help them overcome this hurdle to expand in that country.[111][117] 3G has reported that it will continue with the plans to grow globally, even ramping up the planned expansion to help increase their return on investment.[21]: 1 It is expected that 3G Brazilian-based management connections in the region may help Burger King expand in Brazil and Latin America, where it has been having problems finding acceptable franchisees.[21]: 2 [118]
In December 2020, Burger King India went in for aninitial public offering (IPO) on theBSE andNSE in India. The IPO was subscribed over 150 times.[119] The stock opened at₹112.5 per share on December 14, nearly double the IPO price of₹60, and closed at₹135.[120]
TheBurger King restaurant inMattoon, Illinois, originally owned by the Hoots family. This location was one subject of major litigation by Burger King.
Burger King has been involved in several legal disputes and cases, as both plaintiff and defendant, in the years since its founding in 1954. Depending on the ownership and executive staff at the time of these incidents, the company's responses to these challenges have ranged from a conciliatory dialog with its critics and litigants, to a more aggressive opposition with questionable tactics and negative consequences.[121][122][123][124] The company's response to these various issues has drawn praise[125][126] as well as, in some instances, suggestions of political appeasement.[127]
A trademark dispute involving the owners of an unrelated restaurant also named Burger King inMattoon, Illinois, led to a federal lawsuit. As a result, the larger Burger King chain was ordered not to build any franchises within a 20-mile radius of the Mattoon Burger King.[128] An existing trademark held by a shop of the same name in South Australia forced the company to change its name in Australia to "Hungry Jack's",[129] while another state trademark in Texas forced the company to abandon its signature product, the Whopper, in several counties around San Antonio.[130] The company was only able to enter northernAlberta, inCanada, in 1995, after it paid the founders ofanother chain named Burger King.[131]
Legal decisions from other suits have set contractual law precedents in regards tolong-arm statutes, the limitations offranchise agreements, and ethical business practices.[132][133] Many of these decisions have helped define general business dealings that continue to shape the entire marketplace.[134][135][136]
Controversies and disputes have arisen with groups such asPeople for the Ethical Treatment of Animals (PETA), governmental and social agencies, and unions and trade groups over various topics. These situations have touched on legal and moral concepts such asanimal rights,corporate responsibility,[137]ethics,[138] andsocial justice.[138] While the majority of the disputes did not result in lawsuits, in many of the cases, the situations raised legal questions, dealt with legal compliance, or resulted in legal remedies such as changes incontractual procedure or binding agreements between parties. The resolutions to these legal matters have often altered the way the company interacts and negotiates contracts with its suppliers and franchisees, or how it does business with the public.[125][126][139][140]
Further controversies have occurred during the company's expansion in the Middle East. The opening of a Burger King location inMa'aleh Adumim, anIsraeli settlement in theIsraeli-occupiedPalestinian territories, led to abreach of contract dispute between Burger King and its Israeli franchise due to the hotly contested international dispute over the legality of Israeli settlements in the Palestinian territories in accordance to international law. The controversy eventually erupted into a geopolitical dispute involving Muslim and Jewish groups on multiple continents over the application of, and adherence to,international law.[141][142][143] The case eventually elicited reactions from the members of the 22-nationArab League. TheIslamic countries within the League made a joint threat to the company of legal sanctions including the revocation of Burger King'sbusiness licenses within the member states' territories.[142][143][144]
A related issue involving members of the Islamic faith over the interpretation of the Muslim version ofcanon law,Shariah, regarding the promotional artwork on a dessert package in the United Kingdom raised issues of cultural sensitivity,[145] and, with the former example, posed a larger question about what companies must do to ensure the smooth operation of their businesses in the communities they serve.[127]
On April 9, 2019,Nations Restaurant News reported that Burger King filed a lawsuit on Fritz Management LLC to remove Burger King trademarks from 37 units inSouth Texas after unsanitary conditions were found at a restaurant inHarlingen, Texas.[146] In May 2019, the lawsuit was settled with the franchisee, Fritz Management (a subsidiary ofSun Holdings Inc), keeping the trademarks on all 37 units.[147][148]
On November 19, 2019, a lawsuit was filed by a vegan fromAtlanta, Georgia against Burger King for allegedly failing to clearly disclose thatImpossible Whopper burgers were heated on the same grill as their beef burgers.[149] The lawsuit was dismissed.[150]
On March 28, 2022, a lawsuit was filed against Burger King, alleging the fast food chain falsely advertised the Whopper to "look about 35% bigger in its advertising than it is in reality".[151][152]
Charitable contributions and services
Burger King has two in-house national charitable organizations and programs. One 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 U.S.[153] The other charitable organization is the McLamore Foundation, also a non-profit, 501(c)(3) corporation that provides scholarships to students in the U.S. and its territories.[154]
In various regions across the United States, Burger King and its franchises have aligned themselves with several charitable organizations that support research and treatment of juvenile cancer. Each year, these coalitions hold a fund raising drive called "A Chance for Kids", in which Burger King restaurants selllottery-stylescratch cards for $1. Each card produces a winning prize that is usually a food or beverage product, but includes (rarer) items such as shopping sprees or trips. In theNortheast, BK has affiliated itself with theMajor League Baseball team theBoston Red Sox and its charitable foundation, theJimmy Fund. The group runs the contest in Boston. In the New York City area, it operates the contest in association with the Burger King Children's Charities of Metro New York and theNew York Yankees. Funds raised in these areas go to support theDana–Farber Cancer Institute, located in Boston.[155][156] 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 theUniversity of Nebraska Medical Center inOmaha.[157] In thePittsburgh region, it funded the establishment of the Burger King Cancer Caring Center, a support organization for the families and friends of cancer patients.[158]
When the predecessor of Burger King first opened in Jacksonville in 1953, its menu consisted predominantly of basic hamburgers, French fries, soft drinks, milkshakes, and desserts. After being acquired by its Miami, Florida, franchisees and renamed to its current moniker in 1954, BK began expanding the breadth of its menu by adding the Whopper sandwich in 1957. This quarter-pound (4 oz (110 g)) hamburger was created by Burger King's new ownersJames McLamore andDavid Edgerton as a way to differentiate BK from other burger outlets at the time.[159] Since its inception, the Whopper has become synonymous with Burger King and has become the focus of much of its advertising.[160] The company even named its new kiosk-style restaurantsWhopper Bars.[161]
The menu component of Donald Smith's Operation Phoenix was initiated in 1978 and led to the addition of the Burger King Specialty Sandwich line in 1979. The new product line significantly expanded the breadth of the BK menu with many non-hamburger sandwiches, including new chicken and fish offerings. The new Specialty Sandwich line was one of the first attempts to target a specific demographic, in this case, adults 18–34, who would be willing to spend more on a higher quality product.[12]: 119 One of Smith's other significant contributions to the menu was the addition of a breakfast product line, which until this time was not a market Burger King had entered.[22] Besides the addition of theCroissan'Wich in 1983, the breakfast menu remained almost identical to the McDonald's offerings until a menu revamp in 1985.[22] This expansion introduced BK's "AM Express" product line, which added new products such asFrench toast sticks andmini-muffins.[162]
As the company expanded both inside and outside the US, it introducedlocalized versions of its products that conform to regional tastes and cultural or religious beliefs. International variations add ingredients such asteriyaki orbeetroot andfried egg to the Whopper;[163] beer in Germany, Italy, and Spain; andhalal orkosher products in the Middle East and Israel.[164][165][166] To generate additional sales, BK will occasionally introduce limited time offers (LTOs) that are versions of its core products, or new products intended for either long or short term sales. Items such as the Texas Double Whopper and various sandwiches made withmushrooms andSwiss cheese have been rotated in and out of its menu for several years,[167][168] while products such as its 1993MeatloafSpecialty Sandwich offering and accompanying limitedtable service, along with special dinner platters, failed to generate interest and were discontinued.[169][170]
In order to appeal to as many demographic groups as possible and better compete with its competitor,Wendy's, Burger King added a multi-tieredvalue menu in 1993 with items priced at 99¢, US$1.99 and $2.99.[22] The additions, part of then CEO James Adamson's back-to-basics program called Operation Phoenix, were an attempt to add not only a value menu, but also a line ofvalue meals.[171] The tiered menu was replaced with a more standard value menu in 1998 while the value meals were separated into their own menu segment.[172] This value menu featured seven products: Whopper Jr., five-piece Chicken Tenders, a bacon cheeseburger, medium-sized French fries, medium soft drink, medium onion rings, and a small milkshake. In 2002 and 2006, BK revamped its value menu, adding and removing several different products such aschili and itsRodeo Cheeseburger.[173] Many of these items have since been discontinued, modified or relegated to a regional menu option.[174] To better appeal to a more adult palate and demographic, BK introduced several new products to its menu in 2003, including several new or revamped chicken products, a new salad line and its BK Joe brand of coffee. Some of the new products, including theirEnormous Omelet Sandwich line and theBK Stacker line, brought negative attention due to the large portion size, and amounts of unhealthy fats and trans-fats.[175][176][177] Many of these products featured higher quality ingredients like whole chicken breast, Angus beef, and natural cheeses such ascheddar andpepper jack.[178] Again, not all these products, such as theBK Baguette line, have met sales expectations.[36]
With the purchase of the company in 2010, 3G began a program to restructure its menu designed to move away from the male-oriented menu that had dominated under the previous ownership. The first major item to be introduced was a reformulation of itsBK Chicken Tenders product in March 2011.[179] Over the next few months, approximately 20 new products were developed while others were reformulated, including its Chef's Choice Burger.[180] Eventually pruned down to 10 items, Burger King began deploying the items in the United States throughout 2011–2012 with the official roll out beginning April 2012. The changes included new soft serve products,smoothies,frappés andchicken strips. The Whopper was the most prominently reformulated product in this round of introductions with a new type of cheese and packaging.[49]
At the end of 2015, Burger King's parent company, Restaurant Brands International, announced that none of its subsidiaries would use chicken that had been fed antibiotics that are "critically important" to human health; that announcement referred only to a small class of antibiotics for which there is only one drug that kill a kind of bacteria and the announcement was described as a "small step" by advocates for stopping allantibiotic use in livestock.[181]
In 2019, Burger King released an "Impossible Whopper" burger, a vegetarian burger using a plant-based patty fromImpossible Foods.[182]
In February 2020, Burger King announced that it would remove artificial preservatives, colors, and flavors from the Whopper by the end of 2020.[183] In July 2020, BK announced it would begin selling a Whopper patty made from cows on a low methane diet.[184]
In late 2021 and early 2022, the company announced it would cut back on value items and altered product configuration because ofinflationary pressures and to speed up drive-thru lanes.[185][186][187][188][189]
After successfully testing vegan products at meat-free temporary restaurants inLeicester Square and Bristol, Burger King UK announced that in 2023 it would offer a Vegan Royale Bakon King, made withvegan bacon,vegan cheese and a vegan burger made by The Vegetarian Butcher.[190]
Equipment
Food being prepared in a Burger King kitchen in Italy
Like its menu, the equipment the company cooks its hamburgers with has also evolved as the company expanded. The burgers have always beenbroiled mechanically; the original unit, called an Insta-Broiler, was one of two pieces of equipment the founders of Insta-Burger King purchased before opening their new restaurant.[11]: 27 [159] The Insta-Broiler worked by cooking 12 burger patties in a wire basket, allowing the patties to be cooked from both sides simultaneously.[11]: 27 When McLamore and Edgerton took over the company, besides dropping the "Insta-" prefix, they switched to an improved unit called a "Flame Broiler". Designed by the two and featuring stationary burners that cooked the meat on a moving chain, the unit broke down less often while maintaining a similar cooking rate.[159] The company would stay with that format for the next 40 years until Burger King began developing a variable speed broiler that could handle multiple items with different cooking rates and times.[191][192][193] These new units began testing in 1999 and eventually evolved into the two models the company deployed system-wide in 2008–2009. Accompanying these new broilers was new food-holding equipment, accompanied with a computer-based product monitoring system for its cooked products.[194] The monitoring system allows for more concise tracking of product quality while giving the company and its franchisees a method to streamline costs by more precisely projecting sales and product usage.[195]
Since its founding in 1954, Burger King has employed varied advertising programs, both successful and unsuccessful. During the 1970s, output included its "Hold the pickles, hold the lettuce..." jingle, the inspiration for its current mascotthe Burger King, and several well known and parodiedslogans such as "Have it your way" and "It takes two hands to handle a Whopper".[196][197][198]
Burger King introduced the firstattack ad in the fast food industry with a pre-teenSarah Michelle Gellar in 1981. The television spot, which claimed BK burgers were larger and better tasting than competitor McDonald's,[13]: 66 so enraged executives at McDonald's parent company that they sued all parties involved.[199] Starting in the early 1980s and running through approximately 2001, BK engaged a series ofad agencies that produced many unsuccessful slogans and programs, including its biggest advertising flop "Where's Herb?"[200][201]
Burger King was a pioneer in the advertising practice known as the "product tie-in", with a successful partnership withGeorge Lucas'Lucasfilm, Ltd., to promote the 1977 filmStar Wars in which BK sold a set of beverage glasses featuring the main characters from the movie.[202][203] This promotion was one of the first in thefast food industry and set the pattern that continues to the present. BK's early success in the field was overshadowed by a 1982 deal between McDonald's andThe Walt Disney Company to promote Disney's animated films beginning in the mid-1980s and running through the early 1990s. In 1994, Disney switched from McDonald's to Burger King, signing a 10-movie promotional contract which would include such top 10 films asAladdin (1992),Beauty and the Beast (1991),The Lion King (1994), andToy Story (1995).[22] Burger King created kids' meal toys to promote theDreamWorks Pictures filmSmall Soldiers (1998). This led to some controversy due to the film being rated PG-13. As a result, BK altered the promotional commercials to be directed at an older audience, and included a pamphlet disclaimer with the toys which read, in part; "the movieSmall Soldiers may contain material that is inappropriate for younger children."[204] A partnership in association with thePokémon franchise at the height of its popularity in 1999 was tremendously successful for the company, with many locations rapidly selling out of the toys and the replacements.[205] In December 1999,two hazardous incidents involving the Pokéball toy, one of which caused the death of a 13-month-old child, led to the toy being recalled.[citation needed]
Shortly after the acquisition of Burger King byTPG Capital, L.P. in 2002, its new CEO Brad Blum set about turning around the fortunes of the company by initiating an overhaul of its flailing advertising programs. In 2003, Burger King hired the Miami-based advertising agencyCrispin Porter + Bogusky (CP+B), which completely reorganized its advertising with a series of new campaigns. CP+B was known for having a hip, subversive tack when creating campaigns for its clients, exactly what BK was looking for.[36][37] Their strategy centered on a redesigned Burger King character used during the 1970s/1980sBurger King Kingdom children's advertising campaign as acaricatured variation, now simply called "the King".[206][207]
While highly successful, some of CP+B's commercials were derided for perceivedsexism or cultural insensitivity. Burger King's new owner, 3G Capital, later terminated the relationship with CP+B in 2011 and moved its advertising toMcGarryBowen to begin a new product-oriented campaign with expandeddemographic targeting.
Additionally, CP+B created a series of new characters likethe Subservient Chicken and the fauxnu-metal bandCoq Roq, featured in a series ofviral web-based advertisements on sites such as MySpace and various Burger King corporate pages, to complement various television and print promotional campaigns.[208][209][210] One of the more successful promotions that CP+B devised was the creation of a series of threeadvergames for theXbox 360.[211][212] Created by UK-basedBlitz Games and featuring company celebrity spokesmanBrooke Burke, the games sold more than 3.2 million copies, placing them as one of the top selling games along with another Xbox 360 hit,Gears of War.[212][213] These ad campaigns, coupled with other new promotions and a series ofnew product introductions, drew positive and negative attention to BK and helped TPG and its partners realize about US$367 million in dividends.[214][215]
With thelate-2000s recession hitting the 18–35 demographic targeted by the CP+B created ads particularly hard, the company saw its market share decline and the company move into the red. After the completion of the sale of the company in late 2010, the new ownership group terminated Burger King's seven-year relationship with CP+B and hired rival firmMcGarryBowen to create a new campaign with an expanded market reach.[216] As part of the new campaign, McGarryBowen terminated the use ofThe Burger King in the company's advertising program in favor of a new program that focused on the food and ingredients in its new advertising campaigns.[217]
In recent years, Burger King has turned totrolling fast food rival McDonald's with their advertising strategy. The company's tactics have included LOLA MullenLowe's "Scary Clown Night" which offered a free Whopper to anyone dressed as a clown (McDonald's mascot) on Halloween; FCB New York's Whopper Detour initiative, which encouragedmobile app users to go to a nearby McDonald's in order to unlock a 1-center Whopper; and Ingo's "The Not Big Macs" menu, which poked fun at McDonald's recent loss of the Big Mac trademark in the EU.[218]
In February 2019, the company launched an advertising campaign called "Eat Like Andy". The television spot which premiered during theSuper Bowl LIII features archival documentary film footage from "66 Scenes from America" byJørgen Leth of the pop artistAndy Warhol (1928–1987) unwrapping and eating aWhopper. The footage was approved for use by the fast food giant courtesy of theAndy Warhol Foundation. Meanwhile, prior to the game, the mass market hamburger chain made available to viewers who ordered it in advance viaDoorDash an "Andy Warhol Mystery Box" which contains among other items a plastic bottle of ketchup and a platinum wig so one can "Eat Like Andy".[219][220]
If they want to, of course. Yet only 20% of chefs are women. We're on a mission to change the gender ratio in the restaurant industry by empowering female employees with the opportunity to pursue a culinary career. #IWD
On March 8, 2021, Burger King was criticized for theirInternational Women's Day marketing campaign, after a tweet from Burger King UK stated, "Women belong in the kitchen".[224] The tweets were labeled as sexist by thousands of Twitter users[225] and dozens of news publications.[226][227][228] Burger King UK followed up, stating "We're on a mission to change the gender ratio in the restaurant industry."[225] However, critics say the damage has already been done. The initial tweet received high amounts of recognition and viewer interaction, while the replies received a fraction of the coverage, meaning only a few people are aware of the clarifications made by Burger King.[229] After severe backlash, Burger King deleted the tweet 12 hours later and posted an apology stating, "We got our initial tweet wrong and we're sorry."[230]
In late 2022, Burger King released the"Have it Your Way" commercials, going viral on social media such asTikTok after the2022–23 NFL playoffs because of its large amount of repetition and catchiness. The ads gained media attention and made their way onto music streaming services such asSpotify in February 2023.[231]
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