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Burger King

Burger King (NYSE: BKC), often abbreviated to BK, is a global chain of hamburger fast food restaurants. The first restaurant was opened in Miami, Florida in 1954 by James McLamore and David Edgerton, and has since used several variations of franchising to expand its operations. Burger King Holdings Corporation 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. In North America, franchises are licensed on a per store basis , while in several international locations licenses are sold on a regional basis with franchises owning exclusive development rights for the region or country . These regional franchises are known as master franchises, and are responsible for opening new restaurants, licensing new third party operators, and performing standards oversight of all restaurant locations in these countries. The largest example of a master franchise is Hungry Jack's, which exclusively owns, operates or sub-licenses over 300 restaurants in Australia .
As with other multi -national corporations, Burger King has been involved in several legal disputes and cases , as both plaintiff and defendant, in the years since its founding in 1954. Situations involving a myriad of legal topics have affected all aspects of the company's operations. Depending upon its ownership and executive staff at the time, its responses to these challenges have ranged from a conciliatory dialog with its critics to a more aggressive opposition with questionable tactics and negative consequences. How the company responded to these various issues has drawn praise, scorn, and accusations of political appeasement.
The Burger King menu has evolved from a basic 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. Not all introductions have had the success of the Whopper; BK has introduced many products which failed to catch hold in the marketplace. Some products that have failed in the US have seen success in foreign markets , where BK has also tailored its menu for regional tastes.
The company's " Golden Age" of advertising was during the 1970s when it 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. 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 on a resuscitated Magical Burger King character .

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.
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. 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.
BK, and former corporate siblings, Bennigan's, Steak and Ale, Godfather 's Pizza ( part of the DiversiFoods acquisition), 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. 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. 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. Several of its largest franchises entered bankruptcy due to the issues surrounding the performance of the brand.
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), with the sale becoming complete in December of that year. 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. 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.

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 South Korea. Due to high competition, all of the Japanese locations closed by the end of 2001. BK reentered the Japanese market in mid-2007. BK's Central and South American operations began in Mexico in the late 1970s. 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. To assist in its international expansion, Burger King has established several subsidiaries to develop strategic partnerships and alliances to expand into new territories; in Europe, Burger King's subsidiary Burger King Europe GmbH is responsible for the licensing and development of BK franchises in the that market, Africa and Western Asia . In Asia, the BK AsiaPac, PTE. Ltd. business unit handles franchising for East Asia, the Asian subcontinent and all Oceanic territories except Australia.
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. 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.[18][19][20][21] The company plans to add over 250 stores in these Asian territories, as well as other countries such as Macau , by the end of 2012. 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 their recent non-beef products, such as their TenderCrisp and TenderGrill sandwiches, as well as other products to help them overcome this hurdle to expand in that country.
At the end of its fiscal 2008 year, 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).

Products

When the company began, its menu consisted predominantly of hamburgers, French fries, soft drinks, and desserts. 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".
One of Donald N. Smith's first changes to the menu was the addition of the Burger King Specialty sandwich line in 1979, which 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, members of which would be willing spend more on a higher quality product. One of Smith's other significant contribution to the menu was the addition of a breakfast product line, which until this time was not a market Burger King had entered. Besides the addition of the Croissan'Wich in 1983, the breakfast menu remained almost identical to the McDonald's offerings until a menu revamp in 1985. This expansion introduced BK's Am Express product line which added new products such as French toast sticks and Mini-muffins.
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 . International variations add ingredients such as teriyaki or beetroot and fried egg to the Whopper, beer in Germany , Italy and Spain, and halal or kosher products in the middle East and Israel. 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 with mushrooms and Swiss cheese have been rotated in and out of its menu for several years while products such as its 1993 offering, a Meatloaf Specialty Sandwich and limited table service along with special dinner platters, failed to generate interest and were discontinued.
In order to appeal to as many demographic groups as possible and better compete with its QSR competitor Wendy's, Burger King added a multi-tiered value menu in 1993 with items priced at 99¢, $1.99 and $2.99 (USD). The project called, Operation Phoenix, was an attempt to add not only a value menu but a line of value meals . The tiered menu was replaced with a more standard value menu in 1998, while the value meals were separated into their own menu segemnt. 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 and 2006, BK revamped its value menu adding and removing several different products such as chili and its Rodeo Cheeseburger. Many of these items have since been discontinued, modified or relegated to a regional menu option . 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 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.[72][73][74] Many of these products feature higher quality ingredients like whole chicken breast, Angus beef, natural cheeses such as cheddar and pepper jack. Again , not all these products, such as the BK Baguette line, have met corporate sales expectations .

Advertising

Burger King has employed varied advertising programs, both successful and unsuccessful, since its foundation in 1954. During the 1970s, output included a memorable jingle, the inspiration for its current mascot the Burger King and several well known and parodied slogans such as Have it your way and It takes two hands to hold a Whopper. Burger King introduced the first attack ad in the fast food industry with the help of then unknown Sarah Michelle Gellar in 1981. The television spot, which claimed BK burgers were larger than competitor McDonald's, so enraged executives at McDonald's parent company, they sued all parties involved. Starting in the early 1980s and running through approximately 2001, BK engaged a series of ad agencies that produced many unsuccessful slogans and programs, including its biggest advertising flop Where's Herb ?.[82][83]
Burger King was a pioneer in the advertising practice known as the product tie-in with a successful partnering with George Lucas' Lucasfilm, Ltd. to promote the 1977 movie Star Wars film Star Wars (later renamed Star Wars Episode IV: A New Hope ) in which BK sold a set of glasses featuring the main characters from the film . This promotion was one of the first in the fast 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 and the 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 ten film promotional contract which would include such top ten films as Aladdin (1992), Beauty and the Beast (1991), The Lion King (1994) and Toy Story (1995). A partnership in association with the Pokémon franchise at the height of its popularity in 1999 was one of the most successful in the industry, rivaled only by McDonald's/Ty Beanie Babies cross -promotion in 1999–2000.
Shortly after the acquisition of Burger King by TPG Capital, L.P. in 2002, its newly hired CEO Bradley ( Brad ) Blum set about turning around fortunes of the company by initiating an overhaul its flailing advertising programs. One of the first moves by the company was to reinstate its famous Have it your way slogan as the corporate motto. BK handed the effort off to its new advertising agency, Miami-based Crispin Porter + Bogusky (abbreviated as CP+B). CP+B was known for having a hip, subversive tack when creating campaigns for its clients, exactly what BK was looking for. One of CP+B strategies was to revive the Burger King character used during BKs 1970s/1980s Burger King Kingdom children 's advertising campaign as a caricatured variation now simply called "the King". 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?.
Additionally, CP+B created a series new characters like the Subservient Chicken and the faux nu metal band Coq Roq featured in a series of viral web-based advertisements on sites such as MySpace and various BK corporate pages to compliment the various television and print promotional campaigns. One of the more unique promotions that CP+B devised was the creation of a series of three advergames for the Xbox 360. Featuring company celebrity spokesman Brooke Burke, the games sold more than 2 million copies, placing them as one of the top selling games along with an another Xbox 360 hit, Gears of War. These innovative ad campaigns, coupled with other new promotions and a series of new product introductions, drew considerable positive and negative attention to BK and helped TPG and its partners realize about $367 million in dividends.
Derivations
NOUN
VERB
ADJECTIVE
ADVERB
production
produce
productive
productivly
introduction
itroduce
introductery
introductevly
height
highten
high
highly
depth
deepen
deep
deeply
disaster
disastrous
disastrously
nature
natural
naturally
consideration
consider
considering
considerly
privacy
private
privately
experiment
experiment
experimental
experimentally
response
response
responsible
responsibly
Expressions

spinal cord – seljakeelik

to level off – raugema

regardless of the amount – hoolimata kogusest

overwhelming power – ülekaalukas jõud

abrupt loss – järsk kaotus

emotional arousal – emotsionaalne virgutus

learning to cope – õppima koostööd tegema

environmental exposure – keskkonna haavatavus

comprehensive review – üldine ülevaade

conducted by other – teiste poolt juhitud

contributing factor – kaasa aitav faktor

modifiable risk factor – muutlikud riskifaktorid

the recovery rate is higher-taastmise võimalus on suurem

intense hunger- pingeline nälg

to prevent weight gain-ära hoidma kaalu kasvu

results will be gradual-tulemused on järjkjärgulised

can result in dependency-võib lõppeda sõltuvusega

buildup of fluid-vedeliku kogumine

salivary glands-süljenäärmed

distorted body -moondunud keha