Anjalee Poddar: FROM
Anjalee Poddar: FROM
Anjalee Poddar: FROM
FROM:-
STRENGTHS 1. Successful Advertisement (Im loving it!) 2. Great Partnership (Coke Cola) 3. Clean Environment And Playground For Kids 4. Professional Training For Employees (Hamburger University)
OPPORTUNITIES 1. Internationalization 2. Growing Dinning-Out Market (Especially Young Generations And Middle Age Group)
THREATS 1. More Health-Conscious Customers 2. Threats From Local Competitors In Different Countries 3. The Economic Downturn 4. Playing In A Mature And Saturated Industry
Strengths 1. Second largest fast food hamburger restaurant (FFHR) in the world 2. Strong brand equity 3. Growth model not capital intensive: 90% of its restaurants are owned by franchisees 4. Strong financial performance
Weaknesses 1. Heavily concentrated in the US: about 63% of operations 2. Not enough corporately owned stores means it relies heavily on franchisees to execute its brand promise
Threats 1. Changing consumer habits towards healthier food choices 2. Away-from home consumption declines in the US due to tougher consumer environment 3. Intense competition from McDonald's, other restaurants and even retailers 4. Increasing labour costs putting pressure on bottom line margins
McDonalds: Founded in 1955 Founder: Ray Kroc 13,000 restaurants (domestic) 44% of fast-food market share
Burger King: Founded in 1954 Founder: McLamore & Edgerton 7,800 restaurants (domestic) 21.9% of fast-food market share
1. Kroc was first allowed to sell franchises in 1955, by 1960 there was 200 restaurants. 2. Kroc bought out McDonald brothers. By 1968, there were 1200 restaurants and sales were $400 million. 3. By 1972, there were 2,272 restaurants, and sales were over $1 billion. (By comparison, Burger King sales were only $271 million, good for only fourth, behind McDonalds, KFC, and Dairy Queen)
1. Burger King was first to introduce the dine-in concept, and drivethrough food service. This idea was quickly adopted by McDonalds and others. 2. Burger King (along with Pillsbury, the previous owner) was bought by Grand Metropolitan in 1988. 3. By 1999, Burger King had 10,506 total owned or franchised restaurants, with sales of $10.3 billion, good for second behind only McDonalds
2002
1997
7.3% 3.0%
7.8% 3.6%