Burger King is a well-known fast-food chain known for its iconic Whopper and signature flame-grilled burgers. Over the years, Burger King has developed various corporate strategies to ensure profitability and long-term sustainability.
The first major strategy implemented by Burger King was its restructuring program in 1986. Prior to this, the company operated with a decentralized system with different divisions running their own business independently. Through this restructuring, they created a more unified management structure as well as a restructured menu that focused on burgers, chicken, and salads. This enabled them to create an easily branded product line that could be marketed nationwide.
The second major strategy was launched in 2003 when the company introduced the “Have It Your Way” campaign. This campaign allowed customers to customize their orders without sacrificing the quality of the food or speed of delivery. This proved to be a successful approach as it gave customers more control over their dining experience while also providing better value for money compared to competitor offerings.
Following these strategic decisions, Burger King shifted focus from solely being recognized for its burgers and began introducing healthier alternatives such as salads and smoothies alongside its classic Whopper range. This shift in direction proved popular among health-conscious consumers who wanted to still enjoy fast food but without feeling guilty about doing so.
In 2011, Burger King forged ahead with another strategic move when it underwent yet another restructuring process in order to become a private company again after nearly twenty years under publicly traded status. The new ownership allowed them greater operational flexibility while also allowing them access to capital markets which could be used for financing growth opportunities moving forward.
Finally, most recently Burger King has been developing mobile ordering technology that allows customers to place orders through their phones and have them delivered directly to their doorsteps or picked up at their nearest location quickly and conveniently—a strategy which has proven especially popular during the current COVID-19 pandemic times where consumers want convenience but are often limited on available time outside of their homes or workplaces due to restrictive public health measures currently in place across many countries worldwide.
By continually evaluating current market trends and then adapting accordingly, Burger King has been able to stay competitive in today’s ever-changing quick-service restaurant industry while still staying true to their core identity—a testament to the success of their corporate strategies throughout the decades since they began operations back in 1954.