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Submitted by on Mar 7, 2022

Burger King (BK) is a hamburger fast food restaurant business based in the United States. Insta-Burger King, a Jacksonville, Florida”based restaurant business, was formed in 1953 and is headquartered in Miami-Dade County, Florida. After Insta-Burger King got into financial problems in 1954, David Edgerton and James McLamore, two Miami-based franchisees, bought the firm and rebranded it “Burger King.”

The firm changed ownership four times during the following half-century, with the third owners, a consortium of TPG Capital, Bain Capital, and Goldman Sachs Capital Partners, bringing it public in 2002. In late 2010, Brazilian investment firm 3G Capital paid $3.26 billion for a controlling share in the company.

The new owners immediately began overhauling the firm in order to turn around its fortunes. 3G and its partner Berkshire Hathaway later combined the firm with Tim Hortons, a Canadian doughnut chain, under the umbrella of Restaurant Brands International, a new Canadian-based parent company.

The 1970s were the “Golden Age” of Burger King advertising, but by the early 1980s, the company’s marketing had lost its emphasis. For the next two decades, a series of less successful advertising campaigns designed by a succession of advertising companies persisted. Burger King engaged the Miami-based advertising firm Crispin Porter + Bogusky (CP+B) in 2003, which overhauled the company’s advertising with a series of new campaigns centered on a revamped Burger King figure called “The King,” as well as a new internet presence.

While CP+B’s ads were extremely popular, others were criticized for alleged sexism or cultural insensitivity. Burger King’s new owner, 3G Capital, ended the agreement with CP+B in 2011 and switched to McGarryBowen to launch a new product-focused campaign with more demographic targeting.

Burger King’s menu has grown to include a broader and more diversified range of items than only burgers, French friesdrinks, and milkshakes. The “Whopper” was added to the menu for the first time in 1957, and it has since become Burger King’s hallmark product. Burger King, on the other hand, has developed a number of items that have failed to gain traction in the industry. Some of Burger King’s US flops have found success in international areas, where the company has likewise adjusted its menu to regional tastes. Burger King targeted the 18″34 male market with bigger items that typically contained proportionately significant levels of harmful fats and trans-fats from 2002 to 2010.

This strategy would erode the company’s financial foundations and have a detrimental impact on its profitability. As part of its current owner 3G Capital’s restructuring efforts, the firm began to move away from its prior male-oriented menu in 2011 and launch new menu items, product reformulations, and packaging.

Burger King had 17,796 locations in 100 countries as of December 31, 2018. Virtually half of these are in the United States, and 99.7% are privately owned and run, with the new owners switching to a nearly wholly franchised model in 2013. Burger King has employed a variety of franchising models to grow its business in the past. The way the corporation licenses its franchisees varies by location, with certain regional franchises, known as master franchises, in charge of selling franchise sub-licenses on behalf of the company.

Burger King has had a tumultuous relationship with its franchisees. Occasional spats between the two have resulted in a slew of problems, and in certain cases, the relationship between the corporation and its licensees has devolved into precedent-setting court disputes. Due to a trademark disagreement and a series of court disputes between the two, Burger King’s Australian franchise Hungry Jack’s is the only one that operates under a different name.

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