was founded more than 60 years ago. It has been sold five times and has had more than 20 CEOs. It has been in love with , McDonald's and for many years, but it has always been second. After entering China for fourteen years, it has struggled to expand.
often seems to outsiders to have a worrying future and faces bankruptcy, but it has stood up again and again with its own tenacity.
rarely hires spokespersons, relying only on marketing interactions with fans to make a living. From a "wild child" with a rough life experience to a "marketing influencer" who plays with the Internet, from a 56% revenue plunge to making 8 billion a year , this fast food brand ranking second in the US fast food industry, how has it experienced decline and glory along the way?
Touch the quality and discover the future. Welcome to watch " Burger King : The direction of the headwind is more suitable for flying" of one hundred thousand brand stories.
Americans love burgers as Japanese love sashimi, British love fries, Chinese love hot pot, skewers and barbecue and spicy crayfish .
Americans’ love for burgers probably means that as soon as they see the meat, they want to pick up two pieces of bread and eat it between them.
The strong American burger culture not only gave birth to a household brand like McDonald's, but also gave birth to Burger King, a burger prince that was frantically testing and struggling on the edge of bankruptcy.
On Christmas Day 2017, a young man received a great gift from Burger King - free dining at Burger King for life.
It is said that this lucky viewer has insisted on leaving messages to Burger King every day for more than two years and has written a total of 637 comments on Burger King's Facebook. This is probably the legendary true fan.
So on Christmas Day, the Burger King nearest to him transformed into a huge Christmas gift, and asked him to open it in person.
In this Burger King, he has his own exclusive plate, exclusive seat, and even the packaging is specially customized for him.
Burger King also gave him a gold card, which is not only free for life, but also free for everyone in the industry.
I have to say that Burger King’s operation of “powerful fans” is really good. It not only formed a huge network communication effect, showed off the image of “fans”, but also won the favor of passers-by. Sensitivity, gain a batch of new fans.
Relying on interactive marketing with fans, Burger King has gradually increased its brand awareness. Although it has prospered in Internet marketing, what is embarrassing is that many people may not understand the Burger King brand..
The latest incident that brought Burger King into the public eye may be an advertisement released by Burger King on a video website not long ago.
The content is of several fast food restaurant customers eating burgers with giant chopsticks, and their movements are very clumsy.
As soon as the video was released , it aroused strong dissatisfaction among many Asian netizens. accused Burger King of being "culturally insensitive" and "racial discrimination."
Burger King, who realized the problem, quickly deleted the video and issued an apology statement on social networks.
is different from the McDonald's KFC stores that can be seen everywhere. Only in recent years have we seen the capitalized Burger King sign near the commercial street. Compared with the development history of other international catering brands, Burger King's development and growth path can also be said to have a long road. Yes, it's extremely difficult.
It is no exaggeration to say that the history of Burger King is simply a "Les Misérables" in the catering industry.
In 1954, James McLamore and David Edgerton opened the first Burger King restaurant in Miami, Florida, USA.
They believed that truly delicious hamburger slices must be grilled, not fried. After many studies, they created the grilled beef burger. In 1957, Burger King’s flagship store, the Whopper, was born. .
Since then, Burger King has been focusing on the concept of "fire-grilled". "Fire-grilled" has also become Burger King's unique marketing selling point, and has been promoted for more than 60 years. After all, it is what distinguishes Burger King from other burgers.
has original products, but it does not have the ability to continue operating.
Lamo later opened two stores, each suffering more losses than the other. Only two years after
was born, due to pressure to survive, it had to sell 50% of its shares to a wealthy local businessman at a low price.
Since then, Burger King has started a wandering life.
After a wealthy businessman took over, Burger King experienced eight years of prosperity. Then, just like other brands that were eager to expand their scale, Burger King fell into a shortage of funds.
967, stepfather Pierce Bailey appeared and promised: As long as I merge with me, I will provide all the funds for Burger King's listing.
But Burger King remembered what he said, but Pillsbury forgot his promise.
rejected all the alimony payments agreed at the beginning, and instead reduced Burger King’s expansion reserve funds.
For the third time, Burger King was sold to a British entertainment company. Within a few years, this company and its partners jointly established a company called Diageo. The new company was not interested in catering at all and only wanted to sell wine. , interestingly enough, this company later became the world's largest spirits company.
Because the income from selling alcohol was far greater than Burger King's catering business, the miserable Burger King was abandoned again.
In 2002, the American Texas Pacific Group took over Burger King.
Pacific Group can be said to be quite reliable compared to its predecessors. In 2006, with the help of Pacific Group, Burger King was successfully listed.
It may be that Burger King has been experiencing Mercury retrograde in those years. Just when everyone thought Burger King was going to reach the peak of its life, the financial crisis hit.
How could it, which had just been listed, withstand the ravages of the financial crisis ? Capital led by Pacific Ocean withdrew one after another, and Burger King once again became a small tree without shelter in the storm.
Just when everyone thought that Burger King was really going to be in trouble this time, the story took another big turn. Burger King met its lover, the Brazilian 3G Capital Company.
Under the leadership of the new CEO, Burger King has ushered in its spring..
Since then, Burger King’s revenue and profits have been rising. The old catering giant, which has experienced many ups and downs, finally found its leader.
McDonald's founder Ray Kroc once said: "If my competitors were drowning, I would stick a hose in their mouths."
From this we can see that competition in the fast food industry is How intense.
In view of the fact that the tricks that can be turned out on a small hamburger are very limited, and it is difficult for the fast food industry to have any breakthrough advantages in products or technologies, constantly imitating opponents and then mocking each other has become the most common "attack" in this industry. "Way.
Burger King and McDonald's, who have been competing in the burger business, have been in love and fighting each other for nearly 60 years.
When Burger King launches the Whopper, McDonald's launches the Big Mac; Burger King boasts that it can sell 2.1 billion Whoppers a year, and McDonald's claims that the sales volume of Big Macs is about 550 million a year.
In those years when Burger King was struggling to rebirth, McDonald's expanded aggressively in North America and became the new leader in the fast food industry, leaving Burger King behind.
Since then, Burger King has continued to "provoke" McDonald's as a challenger.
On Christmas Day in 2017, Burger King used a helicopter to airlift a huge airdrop to the door of McDonald's. It was said to be a Christmas gift, but it turned out to be an oven with a song. The lyrics were to the effect of "Stop frying burgers and use them like us". Bake it.While
promotes himself, he also secretly steps on McDonald's.
When the movie "The Return of the Clown" was released, Burger King applied for a ban on the movie.
The reason is that the clown in it looks too much like McDonald's, which will damage the image of McDonald's.
Regarding Burger King's continued "hotness" behavior, McDonald's heart should collapse.
The restless Burger King, using these marketing strategies of love and death with McDonald's, transformed McDonald's traffic and brand reputation into a force that it could draw on, step by step increasing the brand's exposure.
Compared with KFC and McDonald's early exploration of the Chinese market, Burger King's entry into the Chinese market can be said to be late.
Burger King has developed nearly twenty years slower than these "competitors" at the same time.
The price of being "late" is that the golden age of fast food has passed in first-tier cities, and Yum (KFC Pizza Hut ) and McDonald's have nearly 8,000 stores across the country, making it difficult for latecomer Burger King to be found in mainstream business districts. The right store.
Moreover, due to the high pricing and relatively single variety of snacks, Burger King had a difficult time when it first entered the Chinese market.
entered the Chinese market in 2005. In the following seven years, it only opened 52 branches in some domestic cities.
After being acquired by Brazil's 's 3G Capital in 2010, Burger King revised the franchise agreement and launched a "re-franchise plan" to transfer all restaurant ownership and operation rights to franchisees and then obtain revenue sharing.
Driven by this plan, the number of Burger King's stores in China has since increased tenfold, and the same-store sales growth has reached double digits that is difficult to match among its peers.
The brand-new Burger King "is back" and has re-listed on New York Stock Exchange .
The reorganized Burger King then adopted a new development strategy and truly started its expansion in China.
At the end of 2018, Burger King opened its 1,000th store in Shanghai.
In this regard, the CEO of Burger King (China) said that this is a milestone and a starting point for a new start.
and set a flag to open 1,000 more stores within three years.
does not have any talent or resources. With his own efforts, Burger King has solved difficulties time and time again and made comebacks against the wind.
There is still a long way to go, and Burger King has plenty of time to run.
