SWOT analysis Burger King, hamburger, fast-food, restaurants, Burger King's communication, sandwiches, McDonald's, KFC, Quick, sodas
The Burger King group was founded in 1954 in Miami by two friends, James McLamore and David Edgerton. In 1957, they created the now-iconic Whopper, a hamburger that boasts of being flame-grilled meat. In 1963, Burger King began its international conquest and exported to Mexico. In 1975, the group launched its assault on the European continent by opening its first restaurant in Spain. In the 1980s, the group tried to conquer France, but this attempt was not met with success. It was not until 2012 that Burger King would return to establish itself in France, where the success was phenomenal from the opening of its very first outlet. The group already owns 320 restaurants in France, just 8 years after its arrival. Around the world, there are now 17,000 restaurants owned by one hundred different countries, frequented daily by around 11 million customers, and serving more than 2 billion Whoppers sandwiches each year.
[...] Results - Main indicators The group achieved sales of nearly $22 billion in 2018. In France, turnover was close to one billion euros in 2019. As the company is not listed on the stock exchange and its press publications are scarce, access to detailed figures on the various markets are not readily available. C. Market figures In France, the 4 main fast-food chains (McDonald's, KFC, Burger King and Quick) represent more than 2,000 restaurants (including nearly 1,400 Mac Do) in 2018. [...]
[...] - Finally, the COVID19 crisis and the various lockdowns that marked the year 2020 are obviously a great threat to Burger King. Most of its restaurants remained closed for several weeks in the spring of 2020, in France, for example, as well as in the United States. The second French confinement of 2020, for example, prohibits consumption on site. Between the two confinements, Burger King was able to reopen its rooms but respecting a very strict sanitary protocol (as for all restaurants), which drastically limited its reception capacities. [...]
[...] SWOT Analysis - Burger King I. Introduction A. Burger King The Burger King group was founded in 1954 in Miami by two friends, James McLamore and David Edgerton. In 1957, they created the now-iconic Whopper, a hamburger that boasts of being flame-grilled meat. In 1963, Burger King began its international conquest and exported to Mexico. In 1975, the group launched its assault on the European continent by opening its first restaurant in Spain. In the 1980s, the group tried to conquer France, but this attempt was not met with success. [...]
[...] In France, he hopes to reach 700 points of sale in the medium term. To do this, it will now have to bet on openings or buy another network, the transformations of Quick stores having now been completed. The crisis linked to the COVID19 pandemic seems to have given all the fast- food chains a hard time and offers them new challenges to retain their market share, not lose their consumers and return to their historical levels as quickly as possible. [...]
[...] Threats - Competition is very strong in the market, with its direct competitors (Mac Donalds, KFC) and its indirect competitors (fast pizza chains such as Domino's Pizzas, burgers offered by traditional restaurants, burgers offered by supermarkets). As mentioned above, the products are easily substitutable, which can be a threat for Burger King. - The great current trend of ‘healthy eating', ‘healthy food', the trend of healthy eating and the demonisation of fast food is at work in developed countries. This can pose a threat to the group, which could see its consumers turn away in favour of healthier or less guilty alternatives, such as salad bars, vegan or vegetable burgers, poke bowls, etc. [...]
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