brand audit finished
Transcript of brand audit finished
Marketing Management
Lecturer- Deirdre FlemingSubmission date- 23/03/15
00155938
Brian Lawlor – c00152799
Mark Fay - c00149610
ContentsExecutive Summary...............................................................................................................................2
Introduction...........................................................................................................................................4
Market and situation Analysis of the brand...........................................................................................5
Economic Environment......................................................................................................................5
...............................................................................................................................................................5
Social Environment............................................................................................................................5
Technical Environment......................................................................................................................6
Industry.............................................................................................................................................6
Competitive environment..................................................................................................................9
SWOT Analysis.....................................................................................................................................10
Market segmentation......................................................................................................................11
Target Market characteristics..........................................................................................................15
Brand Vision........................................................................................................................................17
Brand Equity Application.....................................................................................................................20
Brand Positioning................................................................................................................................22
Kapferer’s 6 facets...........................................................................................................................23
Analytics Tool......................................................................................................................................26
Brand Asset Valuator Model..........................................................................................................26
Brand Objectives and Goals.................................................................................................................28
Mission Statement...........................................................................................................................28
Objectives........................................................................................................................................28
Goals................................................................................................................................................28
Brand Recommendations....................................................................................................................30
Key issues........................................................................................................................................30
Brand Strategies..................................................................................................................................35
Appendix.............................................................................................................................................35
Focus Group findings.......................................................................................................................35
Bibliography.........................................................................................................................................39
Executive SummarySince the opening of its first store back in 1954, Burger King has never looked back and has
grown to become one the world’s leading distributor of burgers. Burger King is currently
present in 97 countries with approximately 14,000 restaurants throughout the world,
although approximately 90% of these are franchised (Marketline, 2011).
Burger King is primarily concerned with the taste and overall size of the products they
produce. Burger King’s brand image is built around being the home of ‘The Whopper’, which
insinuates big burgers (Focus group, 2015).
However the failure to recognise consumer trends towards the inclusion of healthy and
nutritious foods in their diets has cost Burger King dearly. They have also failed to recognise
service trends, as well the continuous use of drive-thru’s. As a result, Burger King began to
lose market share and sales year on year. Burger King have been continuously trying to play
catch up and are going about it in the incorrect way (Focus group, 2015).
Currently Burger King are seeing all consumers as a potential target market, from young kids
to elderly adults and targeting them all with the same campaign. However they are failing to
notice that there is in fact a number of different consumer segments which avail of the
services provided by a fast food outlet. These segments are as follows:
Busy working segment Parent segment Young consumer segment
Failure to recognise these consumer segments has also hit Burger King hard, as by not
targeting these consumer segments separately, they have lost out on lots of possible
business.
Burger King holds a competitive advantage over its competitors in a number of key areas.
Burger King provides a superior product when compared to its competitors and also only
use 100% beef in their burgers (Whopper.ie, 2015). Burger King puts a lot of attention into
the safety of the food they are serving to their customers. In order to portray this, regular
tests are carried out on all food products. This also contributes to the freshness of the food
that Burger King promises to provide. Burger King also has a lot of raw material controls put
in place in order to ensure the quality of the ingredients that the brand is using. They also
have a very secure supply chain put in place that can ensure that each store is constantly
fully stocked with the materials it needs in order to provide its customers the best possible
service they can (Ukessays.com, 2015).
As a result of their extensive marketing campaigns, Burger King has become positioned in
the eyes of consumers as being associated with high quality, high calorie ‘man food’. This
can primarily be put down to the majority of the brands advertisements featuring the
flaming grill cooking the ‘whopper’ burger. The majority of consumers have perceived these
kind of adverts as being associated with high calorie foods which the male segment of
society normally indulge in.
However Burger King have also managed to associate the brand with providing value for
money in the eyes of consumers. As a result of extensive promotions around the size and
quality of their burgers, along with the price of their products, Burger King has being able to
position themselves as providing products that give value for money.
Burger King is currently defined as being a provider of high quality affordable fast food.
Burger King offer better value for money than competitors as their portions are of larger
quantities. This positioning strategy has worked extremely well for Burger King in the past
and has resulted in the brand achieving their current market share within the industry.
Burger King has also managed to position themselves as being one of the leading burger
distributors in the world through the promotion of the taste and quality of their burgers, in
particular the ‘Whopper’.
It is anticipated that if Burger King put a sufficient marketing campaign in place that
promotes products and services, there would be potential growth for the brand. The correct
promotion of these items and aspects of Burger King will inevitably attract more customers
to their outlets which will in turn increase the brands market share, sales and make Burger
King the 2nd largest company in the fast food industry once again.
There is a number of key recommendation that Burger will have to implement if they want
to get back to their past market position. These include:
Increase brand awareness Increase awareness of health product options Correctly utilise all marketing opportunities
Improvements in staff training and customer service Make each customer visit a positive experience
IntroductionThe company chosen in order to complete this brand audit will be fast food giants Burger
King. Burger King was chosen as a result of the group noticing the reduction in the brand’s
presence in the daily lives of the average consumer (Observation, 2015). After further
research it was also discovered that Burger King was losing market share and sales year by
year (Overview of fast food market, 2014).
The fast food industry is one of the largest and most competitive industries in the world. On
an annual basis, the fast food industry is worth approximately $250 billion (Marketline,
2011). Consumer demand for fast food is constantly on the increase, especially since
improvements have been made in the healthiness and nutritional value of the foods on
offer. Brands that have implemented healthier food option to their menus and promoted it
appropriately, are the brands that are currently attaining a positive market share and sales
growth each year. Drive-thru’s have also allowed the industry to grow immensely and now
accounts for 60-70% of fast food transactions.
Burger King are currently, and have been for the past years, concentrating their marketing
towards promoting the taste and quantity of the products they offer. The majority of their
advertisements are concentrated on an image of a
burger, usually the Burger King ‘whopper’, as they try
to portray that Burger King actually is the king of the
burger fast food restaurants. Obviously this approach
is not effective as Burger King is losing out to
competitors more and more on a yearly basis. This is
primarily because the marketing campaigns are directed towards the male consumers and
are not seen as attractive or appealing by women and children.
Burger King has approximately 12,000 restaurants in 97 countries worldwide (Marketline,
2011). Approximately 90% of Burger King’s restaurants are owned and operated by
independent franchisees (Burger King, 2015).
Market and situation Analysis of the brandEconomic EnvironmentBurger King is currently part of a highly competitive industry. In order to remain successful,
Burger King has kept their prices low and affordable for every class in
society (Limeadv.blogspot.ie, 2015). The thought behind the low price strategy is to ensure
that everyone can enjoy the Burger King experience when eating in the restaurant.
In periods of economic downturn, fast food restaurants manage to remain profitable due to
the low pricing strategy they implement. People want to pay less for food and want it faster
and of good quality. The low prices of Burger King mean that the restaurant still attracts a
large client base even when money is in short supply. The low prices of the fast food
restaurant are partly as a result of trying to attract customers and deter them from eating at
home instead of using fast food restaurants (Small Business - Chron.com, 2015).
The fast food industry is a highly competitive industry in the current economic climate. In
order to maintain a high level of competitiveness in the industry, Burger King must adapt to
growing consumer trends. As people want more healthy and low calorie foods (Small
Business - Chron.com, 2015.) Burger King must re-engineer their menu to accommodate the
changing needs of their customers. The desire for healthier foods sometimes is more
important than the cost and consumers are willing to pay more money for a healthier meal
as health is always an important concern.
Social EnvironmentWith a growing obesity epidemic throughout the western world gaining media attention,
more people are becoming aware of the type of foods they should be eating to maintain a
healthy weight leading to customers choosing a healthy option menu when available.
McDonalds bought into this idea in the early 2000s which enabled them to ride out the
storm of one of the worst global recessions in history while Burger King remained short-
sighted and relied on its core customers who were young males with an appetite for
burgers. This resulted in them effectively forfeiting a lucrative new customer base. In 2010 a
new management team in Burger King agreed on a new $750million strategy to include new
healthier menus in their restaurants in an effort to broaden their customer base
(Qsrmagazine.com, 2015).
Lower income neighbourhoods also tend to eat more unhealthy foods as they are generally
cheaper than healthier options and also, fresh produce, when available in these areas is
often of poorer quality. In an effort to stretch money, cheap, energy-dense foods are chosen
which tends to give rise to more fast food outlets available in lower income communities
especially near schools (Frac.org, 2015).
The population of the world is ever increasing and is forecast to reach 9 billion by 2046. As
populations are ever increasing, that means that the demand for fast food will increase. As
consumers indulge in fast food approximately 10 times annually, this in turn will increase
the fast food industry as the population grows (Yates, 2012).
Technical EnvironmentWith new developments in technology, such as the iPad and general touch screens, fast
food chains are now beginning to use technology in order to speed up queuing times and
gain a slight cost advantage over their competitors. McDonalds have already adapted this
technology and are beginning to surpass the other burger chains and other main
competitors within the fast food industry. This factor appeals to the younger generations
(who are technologically savvy) and adds an extra novelty to their experience when visiting
the fast food restaurants. Technology such as wi-fi is now expected when you visit these fast
food outlets and the iPads are of extra value when you visit a fast food restaurant to eat.
(Matyszczyk, 2012)
IndustryThe fast food industry has experienced huge growth worldwide in recent years and currently
has a global value of approximately $250 billion, or €219 billion, each year. By 2016, the
global fast food market is forecast to have reached a value of $331 billion, that’s an increase
of a huge 31.2% since 2011 (Marketline, 2011). Fast food restaurants remain the largest
food service channel in Ireland, making up 37 % of the market. Fast food restaurants are
closely followed by pubs, cafes and coffee shops on 32% (Rowley, 2013).
After enduring one of the worst recessions in history, the fast food industry has proved to
be one area that has remained recession proof with some outlets actually recording an
increase in consumer visits as people choose cheaper fast food options over fast casual or
traditional restaurant choices. However as spending per visit was down, some pain was still
felt (Franchisehelp.com, 2015).
More and more brands are beginning to reap the rewards of including an option for health
conscious consumers on their fast food menus. As people are becoming more educated
about their bodies and the benefits of consuming less fat and additives in their diets, the
fast food industry is noticing this trend and is responding accordingly by offering healthier
meal options and also by tweaking the ingredients of their existing items to improve their
nutritional content (Qsrmagazine.com, 2014). Although some types of outlet, like Subway,
are better positioned to serve health-conscious consumers, McDonalds and Burger King are
catching up and including healthier alternatives on their menus (Louis and Louis, 2013).
The drive through system has become a common sight at the majority of fast food outlets in
recent years. Although the drive through system has been in place in the fast food industry
since the early 1970’s, new technology and innovations have helped to create a better drive
through experience for the consumer. The drive through side of the industry now accounts
for an astonishing 60-70% of the business of most quick service restaurants. Ironically,
however, more complex menus have resulted in a slower drive through time for the
consumer in recent years with Burger King being the only operator to increase its speed in
2012 (Qsrmagazine.com, 2015).
In the last ten years a new type of fast food restaurant has emerged onto the market. It
slots into a segment referred to as the ‘fast casual’. They offer a higher quality made to
order menu that is more gourmet than fast food, thereby offering a finer experience to the
diner. The fast casual category proves how a new and innovative idea can disrupt an
industry as this sector is popular among the 18-34 year old age group and accounted for $31
billion in revenue in the fast food industry in the U.S.A. in 2012. This just shows that it is
possible for new entrants to enter the very competitive fast food industry and obtain a
sizeable market share (Louis and Louis, 2013).
Politics
The current government in Ireland, made up of Fine Gael and Labour were elected in
February 2011 and are due to remain in power until April 2016 (Independent.ie, 2013). In
that time they have introduced new initiatives aimed at improving the health of the nation
as obesity, heart disease and diabetes have reached epidemic proportions. Government
ministers have therefore welcomed new recommendations that set down new guidelines
aimed at the marketing and advertising of foods that contain high fat, trans- fats, salt and
sugar to children (Irishhealth.com, 2015). These new rules will greatly affect the fast food
sector in particular.
Another initiative brought in by the current government deals with labelling the nutritional
content of foods served in restaurants, including fast food outlets. This will include
information on calorie count, fat levels, salt levels and sugar levels in every food item
served. Similar systems were introduced to other countries and in Denmark the trans-fat
content of a typical McDonalds meal was reduced from an average of 30grams to an
average of just 1 gram. France, United Kingdom and the Netherlands indicated that the
introduction of such labelling in their countries had little or no impact on the overall
demand for fast food (Ukessays.com, 2015).
New Entrants
When the major players in the industry are examined, it is clear to see that the industry has
been ruled by a few key brands for the last few decades. Taking all this into account, a new
entrant into the industry is going to struggle to obtain a sizeable and profitable market
share unless they are unique in some way (Louis and Louis, 2013). However some brands
have reinvented themselves and started listening to what the consumer wants, such as
Dominos. This allowed these brands to become major players in one of the world’s largest
markets (Anon, 2015). It is also important to mention that the major players in the industry,
such as McDonalds and Burger King, are in fact franchises and therefore make it difficult for
an un-recognised brand to enter this very competitive market. This makes the fast food
industry one of the most competitive industries in the world (Marketline, 2011).
Although the fast food industry appears to be saturated with outlets in towns across the
globe and with new competition from the fast casual sector, emerging markets are currently
seen as one of the fastest growing areas in the industry. The industry has many challenges
to overcome but it is facing up to it by offering more variety on their menus and introducing
new product lines. By continually evolving and re-inventing themselves along with the
improving economy, the fast food franchises’ profit margins are looking healthy and will
continue to grow (Franchisehelp.com, 2015).
Trends
Fast food has become a prominent feature in the diets of children and adults around the
world. However, more and more parents are becoming concerned about their children’s
diets and calorie intake (Bowman et al., 2004). Also with the inclusion of fast casual
restaurants in recent years and consumers becoming more health conscious in general, fast
food brands have had to take all this into consideration in order to keep up with
competition (Louis and Louis, 2013).
To take advantage of this shift in consumer trends, most fast food brands have begun to
introduce healthy options to their menus. This gives some brands a higher competitive
advantage over their competitors. Burger King is now recognising this change and as a
result, has started to include healthy options like salads on their menus (Burger King menu,
2015).
Competitive environment As the fast food industry is one of the largest industries in the world, there is bound to be a
lot of competition between the major brands. Burger king has a lot of direct competition in
the industry especially from Mcdonalds, Dominos, Subway and Yum brands (KFC, Pizza Hut,
Taco Bell, etc). These are all major worldwide players and in recent years, some have begun
to overtake Burger King in terms of market share (Statista, 2015).
Formerly Burger King was considered McDonald’s main rival in the market, however in
recent years Burger King had lost its competitive edge and McDonalds was 101% ahead in
domestic revenue sales in the U.S. in 2010 (Bigmacvswhooper.wordpress.com, 2011). More
recently, Burger king have begun to fight back and began investing and re-franchising its
outlets in 2013 and looks to soon become a 100% franchised model. This has led to Burger
King improving its ratings with a 2% increase in sales in the first fiscal quarter of 2014.
Burger King have also introduced lower fat alternatives and gluten sensitive options to their
menus in order to further enhance their competitiveness (Forbes, 2014).
There are currently five main brands competing directly within the fast food industry. These
are Burger King, Mcdonalds, Subway, Wendys and Taco Bell. Below you will find a
comparative analysis on the five brands.
Sales in US market in 2012
$8.5 billion $35.6 billion $12.1 billion $8.6 billion $7.5 billion
% change vs 2009
-5% 15% 27% 3% 10%
Parent company
Burger King Holdings
McDonald’s Doctor’s Associates
Wendy’s Company
Yum! Brands
Segment Burgers Burgers Sandwiches Burgers MexicanNumber of menu items per restaurant
275 331 335 125 156
Average calories per meal
340 260 342 277 310
Menu items on dollar/value menus
49 14 16 20 11
Number of items on kids menus
49 91 74 44 61
Number of items on
healthy menu
** 43 18 7 5
(Overview of fast food market, 2014).
SWOT AnalysisStrengths
Strong brand recognition.
Large amount of franchised
restaurants.
Weaknesses Concentrated to geographic areas
(US and Canada).
Low foreign income (58% of income
Present in 97 countries worldwide.
Ability to expand at minimal
expenditure.
Strong advertising reach
One of the largest fast food brands
in the world
form US).
Reliant on a low number of
distributers.
Reliance on super customers.
Lack of promotion of healthy food.
Opportunities Target health conscious consumers.
More focus on increasing global
incomes.
New breakfast range.
Increasing amount of Drive-thru’s
Re-engineer food products.
Different marketing campaigns for
different consumer segments.
Threats Competition.
Government regulations.
Slow recovering economy.
Increased health concerns among
general public.
Low foreign brand recognition
(Outside USA ).
Market segmentationAs Burger King has approximately 210 million transactions each month (Facts, 2014), there
are lots of different types of consumers that walk through each of Burger Kings 14,000
restaurants around the world (Marketline, 2011).
The following are the three main consumer segments that the majority of Burger King’s
customers fall into. The personas were created as a result of the market research findings
discovered from the focus group which was conducted. The three consumer segments are
the busy working segment, the parents’ segment and the young consumer segment.
Busy working segment
Name: Daniel Foley
Age: 42
Occupation: Salesman
Relationships status: Married
Location: Athy, Co. Kildare.
Number of Children: 3
Daniel is a salesman for Red Mills in Goresbridge, County Carlow.
He works long, busy days.
Daniel works in order to provide for his family and to take care of their needs and
wants.
Daniel’s job requires him to be constantly moving around the country, so the majority
of his day is spent behind the wheel of his car.
When home in the evenings, Daniel likes to make the most of the time he has to spend
with his children.
He likes being able to watch his kids take part in local sporting events whenever he
can make the time.
As Daniel is constantly sitting in his car, he likes to get outside in the evenings and
sometimes goes for a cycle in the evenings in order to keep active.
“I see fast food as a quick fix as I don’t have time to be spending
long periods indulging in food when I’m on the road”
This consumer segment usually live busy and time consuming lifestyles. They are normally
the main consumer segment that avails of the drive-thru services available in some fast food
establishments. They use the drive-thru’s in order to save time and get food as they are still
on the move.
Although these consumers are concerned with the nutritional and health aspects of the food
they are consuming, it isn’t their primary concern. They are more concerned with value for
money and getting food that is going to fulfil their hunger needs for the rest of the working
day.
Parents segment
Name: Mairead Brennan
Age: 44
Occupation: Cashier in Supervalu
Relationship status: Married
Location: Gorey, County Wexford.
Children: 3
Mairead has been married to her husband Donal
for the past 12 years.
Mairead works two days a week in her local Supervalu in order to earn some extra
money for her family.
Her day is centred on bringing the kids to school and having everything ready when it
is time to collect them.
Mairead and her husband constantly worry about not being able to pay their
mortage rates on a weekly basis
She is very close to her family and enjoys visiting them as much as she can.
She has always had a problem with her weight and constantly tries to keep it under
control. She attends weight watchers classes on a weekly basis.
Mairead enjoys catching up with her friends whenever she can at weekends for a
drink and a chat.
Mairead also enjoys attending bingo on a Friday night for a social outlet and playing
theLotto in the hope of a big win.
Mairead likes being able to spend the weekends with her children and being able to
do things with them that they enjoy.
“I like being able to bring my children to a fast food establishment
as a treat once I know that the food they will be consuming will be
of nutritional value to them”.
This consumer segment usually likes to be able to bring their children to a fast food
establishment so the kids can enjoy the experience of it all. As they would be buying a few
meals, they are very concerned with the price of items and how much it is going to cost
them in total. When it comes to selecting a fast food brand to visit, their primary concern is
the healthiness of the products on offer.
Young consumer segment
Name: Aidan Holohan
Age: 23
Occupation: Student
Relationship status: Single
Location: Athy, Co. Kildare
Children: 0
Aidan is a final year accounting student in UL.
As he is a final year student, he is very busy and
spends the majority of his time in college completing
projects.
Aidan is not a very good cook and can only cook a limited selection of foods.
When home at weekends, Aidan works in a local family run shop.
Aidan is hoping to gain employment in a big accountancy firm when he graduates
that offers a big pay package.
Aidan does not like having to work at weekends but does so in order to have
spending money for when in college during the week.
Aidan has a keen interest in sport and plays football for his local GAA club.
When home at weekends, Aidan like to spend time with his family as well as
socialising with friends.
This consumer segment is the primary target market for the majority of fast food brands as
these consumers indulge in fast food on a regular basis. These consumers are not concerned
about the health aspects associated with the food they are consuming. The choice of fast food
establishment in which they decide to eat is highly influenced by the marketing campaigns of
brands. As they have limited finances, the price of the products themselves is a big
contributing factor when deciding which brand to visit.
Target Market characteristicsPsychographic
The Burger King goal is to make a high quality fast food that can be made affordable to any
class in society. (limeadv.blogspot.ie). Burger King aims to create a menu that will
accommodate people of all income levels with the same good quality food at an affordable
price. Some of the Burger King burgers have the perception of being “manly” burgers
because of the level of meat contained in them. This perception has made the burgers
easier to market to men than women and causes a possible shift in the gender of their
target market.
Burger King motivates people to eat their food by advertising it as being tasty and affordable
for all classes of people. The motivation to buy a Burger King product comes from its name
for providing the consumer with exquisite American based food from around the world.
They also create specialised menu’s to accommodate different lifestyles such as their adept
kids menu and their low calorie menu to accommodate the younger generation trends of
wanting to eat healthy food while being active (limeadv.blogspot.ie).
Geographic
The Burger King franchise has stores in over 97 countries worldwide. Over half of the stores
are located in America and Canada. They located the majority of their stores in America
because of the large population density of the cities and the availability of a large market to
sell to. Burger King also locate a majority of their stores in America because of the easy
access to the materials and ingredients to make their products. (Advantage.marketline.com)
There doesn’t appear to be one part of the U.S. that dominates the market for Burger King
(Allison), therefore showing that the franchise in a countrywide popular restaurant chain.
Just under a quarter of franchised stores are located in Europe, the Middle East and Africa.
The low numbers suggest that the company is beginning to expand into a new market. The
EMEA countries are the knowledgeable option for Burger King to expand into as the
franchise is popular in America and its popularity and brand recognition is easily transferred
to the EMEA market. The rest of the franchise markets are located in Latin America and the
Asian Pacific countries. This is because of the emerging markets that are developing in these
areas. (Advantage.marketline.com)
In Ireland most Burger King restaurants are located on the east coast. This gives rise to the
Supermacs’ franchises in the west and only weakens the Burger King brand by not
expanding (Google.ie, 2015).
Demographics
Burger King’s main target audience are males aged 18-34. Burger King is seen as being
macho, with large grilled beef burgers and Angus steak burgers. Even its slogan states it is
“the home of the whopper” (Burger King, 2015). Its other campaign “have it your way” also
appeals directly to the male segment. Men could spoil themselves and mix items together to
have the super meal they wanted.
In late 2012 Burger King underwent a change in management and direction. Due to the
recession of 2008 they realised their target market was too narrow. Males make up half of
the population and 18-34 year olds are half of that again. Through menu expansion, Burger
King sought to appeal to a wider target audience to include women and families (Melnick,
2012).
Females are an ever increasing target audience. Burger King used to not consider women as
a target market when in fact; women make a lot of purchases, whether it is for spouses,
children or grandchildren. With this information in mind Burger King created the new
chicken menu seeking to attract females back to the franchise (Miller, 2010). They have also
removed their king mascot and tamed their advertising in order to attract females back to
the whopper.
Burger King’s target audience in the demographic are also low to middle income families.
They have a variety of quality meal choices to cater for this segment while also offering kids
meals to cater for the children. The understanding, as mentioned before, that women make
most purchases, has been a big factor in the menu change. Women with children make up
half of the female customers, so Burger King can sell products to them through marketing
the kids’ meals.
Over 29% of Burger King’s target audience are over the age of 50 (Miller, 2010). With this
information it can be seen that they are starting to appeal to the older market.
The ideal consumer profile for Burger King is an 18-34 year old male that visits the store
between 9-10 times per month. These are what Burger King calls their super customer.
Behavioural
Fast food consumers are primarily concerned with quality, taste and the price of the food
they are going to purchase. Consumers see these three factors as major decision points
when deciding on which fast food brand to eat from (Slideshare.net, 2013).
On average, each individual has 10 fast food transactions on an annual basis (Yates, 2012).
However this number is constantly increasing as more and more people are beginning to
see fast food as an on the go meal. As consumers have become accustomed to the use of
‘drive-thru’s’ at fast food restaurants, a massive 60-70% of fast food transactions are taking
place through ‘drive-thru’s’. Busy people on the go are able to get their quick food fix as a
result of ‘drive-thru’s’ (Qsrmagazine.com, 2015).
Some consumers have been, and others are beginning, to use fast food outlets for a host of
different reasons and events. These include a place to eat, to relax, to meet friends and a
place to host kids’ birthday parties.
Brand VisionThe brand vision of Burger King is based on its intellectual insight into the fast food industry
and its ability to accommodate the growing needs of their target market. Burger King aims
to provide high quality and affordable food to its customers of all classes
(Limeadv.blogspot.ie)
‘’Be your way’’, this is the new spin on Burger King’s older but successful tagline ‘‘have it
your way’’. Burger King’s brand vision is to make the customer feel normal and have their
food they way they want it.
“As humans we aren’t perfect, we need to feel free to express ourselves and be normal”
(Burger king, 2014)
The fact that Burger King has adapted their menus to meet customers’ needs in different
countries and the changing consumer trends, shows that they have conducted a high level
of research into these markets. This gives Burger King an insight into what products they
should be providing for customers in different countries.
“Step out of the world of standardisation”
This slogan is used to emphasize Burger King’s authenticity of its unique and great tasting
food (Burger king, 2014) Burger King aims to fulfil their vision of offering people high quality
food at affordable prices. The aim is to ensure that everyone enjoys the same experience at
each of their restaurants around the world. As part of their brand identity, Burger King seeks
to build consistency and offer the same experience worldwide. With the many choices on
the menu, people have the ability to create their own meal in accordance with the Burger
King tagline “Be your Way”. Each whopper is made different from the last, which means the
food is not just on a production line, the burgers are individually catered to each person
(Limeadv.blogspot.ie) (Burger king, 2014)
Emotional benefits
The option to “Be your way” gives the consumer the chance to choose their own
combinations of ingredients and to also eat the food any way they want. This brand vision
gives the consumer emotional satisfaction. With their brand, Burger King can distinguish
themselves from competition; customers can leave their restaurants with the feeling of
individuality and fell like they’ve built a special bond with their brand.
Being you is highly promoted by Burger King. Knowing this when visiting their restaurants
brings on feelings of excitement, happiness and anticipation about a special dining
experience.
If you pay close attention to their advertisements, there is always the presence of their
burgers and special emphasis is put on these. The consumer can see up close views of
ingredients and how they are made, emphasising the freshness. The use of bright colours
also makes these advertisements visually appealing.
Rational Benefits
As well as unconscious emotional benefits the Burger King brand seeks to offer the
customer rational benefits. These include a high quality flame grilled burger and larger fries
than their number one competitor McDonalds. The burgers may take slightly longer to cook
but they retain their taste and freshness for longer. Customizing your order is another
benefit Burger King offers. As a brand, they already offer larger burgers than most of their
competitors with the extra factor of customizing these being a major rational benefit.
Brand Equity Application
Salience
This can best be described as brand identity. Who are burger king? Burger king is one of the
most successful burger chains across the globe. They have a large presence within America
and Canada. When burger king comes to mind, you instinctively think big beefy burgers with
a unique flame grilled taste. (MindTools, 2013)
Imagery and performance both fall under the heading brand meaning, this is what burger
king are in regards to these headings.
Imagery
What is our image? We listed many obvious choices above, what isn’t included is being seen
as unhealthy. Burger king do not promote their healthy menu either. They promote an all
American burger experience in line with their heritage.
Performance
This heading covers secondary features such as price and their performance. You must take
factors like consistency into account. Burger king do offer a consistent dining experience
globally. Their menu is also similar. Their staff are friendly and are supposed to complete the
same training worldwide, but is that system implemented? (MindTools, 2013)
Brand response is our feelings and judgements towards burger king.
Feelings
We asked ourselves what feelings we feel when visiting burger king, we came up with the
list above. For example excitement, this feeling wasn’t about the restaurant itself but more
about constructing your own personal burger, the excitement of being in control.
Disappointment was another feeling we came up with, the obvious answer to this is that the
burgers never look like the picture or the staff took too long.
Judgements
Our judgements take into account the quality and credibility factors with the BK brand.
When you think of fast food you automatically think of obesity. When thinking about
credibility we took into account their goals, which was to be consistent, this is not so as the
service form restaurant to restaurant varies.
Brand relationship
This is essentially our relationship with Burger King. Consumers know when they visit Burger
King they can ‘have it your way’. This in my opinion builds loyalty it’s also the only place in
the world where you can get a whopper.
Brand Positioning
The Brand Mantra
This is a caption of the brands values, what they seek to offer and who they are. (KELLER,
2014).
Points of Parity
These points of parity are usually features you have in common with other
companies/competitors in your marketplace. For instance we have chosen Mc Donald’s, as
this company is number one in the fast food industry and are the nearest competitor.
Points of Difference
These are points you do not have in common with competitors, they are distinguishing
products or features that set you apart from the rest. We used the whopper, flame grilled
patties and their differentiating fries.
Substantiators (RTB)
These reasons to believe points back up your initial information on your points of parity and
difference. You must place information that backs up what you recommend. (KELLER, 2014)
Values/ Personality Character
“Associations that help to establish the tone for the words and actions for the
Brand” (KELLER, 2014). Simply put, they are words and actions that would be associated
with the characteristics of the brand. When we thought of Burger King, we thought friendly
and manly. This is because their service is friendly but their marketing is aimed at men as
the portions are larger than Mc Donald’s.
Executional Properties
These are distinguishing characteristics that set the brand apart from all other brands
(KELLER, 2014). External properties affect how consumers see the Burger King brand.
Customers choose their most recognisable qualities such as their world renowned slogan
and their brand emblem the ‘whopper burger’.
Kapferer’s 6 facets
Physique
The physique is the physical strength and appearance of a brand. When we thought of the
physical appearance of the Bk brand, the logo was the first thing that came to mind. The
beef coloured sandwiched between two burger buns. Physical features in store that are
unique to burger king are the images of its menu, like the whopper burger. We thought the
Physique
Recognizable logo Whopper burgers BK Crown
Personality
American Manly 100% pure beef Hunger quenching
Relationship
Charity Personalization More than just a
burger
Culture
American values “Have it your way” Empowering Bold fun
Reflection
On the go Connective Traditional Sociable (place to meet)
Self-image
Quality Tasty Pushes boundaries
Picture of sender
Picture of recipient
Internalisation Externalisation
crown would also be a great physical feature, as you can give them to your children and the
item is very iconic. (Cikin, 2014)
Relationship
Relationship is the way in which a brand interacts with its customers. How a brand treats its
customers defines it, because of this customization is a major factor in Burger Kings
relationship building. It gives the customer a sense of uniqueness and the reassurance that
they are not just another number. Burger King can build on this in the Future and aim this
experience at the healthier female market. (Cikin, 2014)
Reflection
This is the way a customer reflects on or sees your brand. It means customers really identify
who use that type of brand. We found that burger king was a place where sociable people
would meet and catch up in a relaxed environment. People who are seen eating or
collecting food at Bk are also considered on the go, as they may not have time to prepare
and cook their own food, for example the male student. (Cikin, 2014)
Personality
This is a set of characteristics that best represent the brand. Burger King is a place of
tradition and heritage as such we categorised it as American. With this culture you get the
stereotypical experience, 100% beef, manly and hunger quenching. (Cikin, 2014)
Culture
This is a set of values and beliefs that enable the brand to distinguish it from competition.
BK has the “Have it your way” slogan which offers empowerment to the consumer. They are
also bold as is seen with some of their advertising campaigns.
Self-Image
The last factor is the self-image of the brand. Self-image refers to the consumer of the
brand. How do they feel about themselves in relation to using it? (Cikin, 2014)
Analytics Tool
Brand Asset Valuator Model
Brand value
Brand vitality
Can expand healthy food options
Brand Stature
Profitable fast food franchise
Differentiation
Flame grilled Tasty fries
Relevance
Have distinguishing tastes
Male market
Esteem
Great knowledge of whopper
Don’t deliver on affordability
Knowledge
World’s 2nd largest burger brand
Brand Vitality
This refers to a brand’s current ability to grow and its future potential to grow. (MBA Skool,
2015) When Burger King’s vitality is observed it is obvious that there is plenty of opportunity
to grow. At present they can expand to more regions or even grow their healthy option
menu.
Brand Stature
This refers to the power the brand has in the market place. (MBA Skool, 2015) Burger king
has great stature worldwide, but it isn’t availing of the position and still has not expanded its
geographical presence within Ireland and across Europe.
Knowledge
Knowledge refers to the amount of awareness about a brand. (MBA Skool, 2015) There is a
great knowledge of Burger King, whether it is the whopper or their slogans “have it your
way”. Burger King are not capitalising on this knowledge or putting their well know brand to
new healthier products. This knowledge can be used to bolster sales in new areas too.
Esteem
This refers to a consumer’s perception of a brand (MBA Skool, 2015). In recent years Burger
King has been perceived as unhealthy and due to this they have suffered a slump in sales.
They can always redesign their food products with fewer additives and healthier portions,
not to mention advertise locally used produce.
Relevance
Relevance is how the brand relates to customer’s perception of a product (MBA Skool,
2015). For example, Burger King are fast and customers can taste the difference in a flame
grilled beef product. Burger King seems to have more relevance in the male market as their
burgers are large and filling.
Differentiation
Differentiation is the brand’s distinguishing features that set it apart from other brands
(MBA Skool, 2015). Burger King’s flame grilled burgers set it apart from other fast food
chains. Their overall philosophy “have it your way” gives consumers a sense of
empowerment that other restaurants do not give.
Brand Objectives and GoalsMission Statement
Objectives1. Discover consumers perception of Burger King
2. Discover where Burger King is failing in the eyes of consumers
3. To increase brand awareness among existing and potential customers
4. To implement tactics that will allow Burger King compete with its competitors
5. To increase market share of the brand in the fast food industry
6. To increase awareness of Burger King’s low calorie options
GoalsDiscover consumers perception of Burger King
The current consumer perception of Burger King is that the fast food they offer is unhealthy
to eat and is full of fat and saturates. This perception has been a lasting image in the
consumers mind because of the negative perception of fast food that has been realised in
the recent years. The healthy menu that Burger King offer has been increasing in popularity
in recent times because of the growing health conscious market, however there is a lot of
room for improvement in sales. The promotion of this menu may aid in attracting the health
conscious market to buy Burger King Products in the future and may also allow people to
realise the health benefits of the other products on the Burger King menu. Through the
inclusion of the health benefits of the foods offered in Burger King in their promotional
campaigns, it is expected that the awareness of these healthy products would increase by
30% within a year. By the promotion of these product offerings, consumers will attain a
better perception of Burger King as a whole as well.
Discover where Burger King is failing in the eyes of consumers
It was clear from the focus group that Burger King is falling behind their competitors in
promoting the services that they offer to their customers (Focus group, 2015). Their healthy
menu options are highly under promoted as is the use of advertising space within their drive
thru service. The lack of promotion on these services means that Burger King is losing out on
revenue that they should be acquiring from its customers. In order to resolve this problem,
Burger King need to use suitable marketing strategies such as the sponsorship of worldwide
recognised events and the creation of IMC strategies.
To increase brand awareness among existing and potential customers
In order to increase brand awareness, Burger King must improve the methods they have of
increasing their awareness through the appropriate channels that are available to them.
Burger King needs to improve their social media marketing in order to keep up with their
leading competitors and to target a large part of their market. Burger King should aim to
increase their social media presence worldwide by 10% within the following the year. This
will increase brand awareness worldwide while also giving the brand the opportunity to
interact with consumers.
To implement tactics that will allow Burger King compete with its competitors
In order for Burger King to compete with its main competitors, such as Subway and
McDonalds, an IMC strategy should be implemented. Burger King has had very few
marketing campaigns in the past whereas their leading competitors are continuously
bombarding consumers by launching campaigns through all media channels available to
them. Burger King should develop integrated marketing campaigns through all forms of
marketing in order to make it well known to the public and create awareness among their
existing and potential customers.
To increase market share of the brand in the fast food industry
In order to increase market share of the Burger King franchise, it is essential for the
franchise to promote their products and services to a higher level. The drive thru service
must be promoted better and needs to be utilised as it is one of their main sources of
revenue for the franchise. Burger King must also improve their in store service and create a
better experience within the restaurant in order to retain existing customers and attract
potential customers which will in turn create a greater market share.
To increase awareness of Burger King’s low calorie options
The Burger King franchise has introduced a healthy eating section to their menu. This part of
the menu has been highly under promoted so far and because of this many people are
unaware of this section of the menu which was made evident through the focus group. This
section of the menu will need to be promoted in the future through marketing campaigns in
order to increase awareness of these products and the benefits of these products to the
health conscious market segment. These products should be included into the marketing
campaigns of the brand in order to keep up to date with the every growing change in
consumer trends. The correct promotion of these products, will lead to an increase of 20%
of these healthy consumer offerings.
Brand RecommendationsKey issues
1. Lack of promotion
2. Poor service quality
3. Lack of awareness of healthy products
4. Do not utilise all marketing opportunities
5. Lack of ‘drive-thru’s’
Promotion
When Burger King is compared to its competing brands like McDonalds and Domino’s, they
are being seriously diminished by the advertising campaigns being put in place by competing
brands. Burger King are beginning to fall behind in relation to sponsorship, advertising in
general and overall brand awareness.
The consumer segments that regularly indulge in the services being provided by brands in
the fast food industry see Burger King as a brand that is primarily concerned with producing
food for men. These consumers think that Burger King produce tasty, high calorie, man food
(Focus Group, 2015). The perceived view of Burger King products as ‘man food’ has reflected
negatively upon the brand as women and kids are being neglected in Burger King’s
marketing campaigns. In order for Burger King to be able to compete with its rival brands, it
is firstly going to have to amend this perception that consumers have of the brand. Running
numerous different campaigns simultaneously will be necessary as it is important to target
all consumer segments at the same time. The current campaign for Burger King’s products is
highly effective when marketing towards the male segments of society. However in order to
make this attractive to females and kids, a softer advertising approach should be
implemented.
Currently Burger King’s campaigns are
concentrated around actually showing the
physical product in their advertisement. As a
result of this however, most consumers have
begun to become aware of Burger King as
the home of top quality burgers like ‘the
whopper’. However by concentrating on
showing the consumers the quality of their products, Burger King are neglecting a lot of
important areas. Burger King provide a very relaxing and comfortable environment when it
is compared with other leading brands such as McDonalds (Focus Group, 2015). In order for
Burger King to differentiate themselves from leading competitors, it needs to incorporate
the Burger King experience into their advertising campaigns.
Poor Service Quality
In order for a retail outlet to create a positive and friendly atmosphere for its customers, the
service provided must always be of high quality. It was commonly stated throughout the
focus group that when comparing Burger King with its main competitor McDonalds, Burger
King lost out in comparison (Focus Group, 2015).
The first step that should be taken in order to amend this service quality problem, is the
proper training of staff. If staff is trained correctly to a high standard of customer service,
this would improve consumer perception and brand image of Burger King as a whole. This
would also contribute to the Burger King experience as when consumers receive a positive
quality of service, it would enhance their experience and perception of Burger King.
Lack of awareness of healthy products
From the focus group, it was evident that many of the customers who eat Burger King
Products were not aware of the healthy options on the Burger King menu. This is due to the
under promotion of the products by the Burger King franchise.
Only two members of the focus group were aware of the healthy options on the menu
because they were active in sports. They said that the healthy food offered by Burger King
was ideal for eating fast food while staying within their dietary restrictions. From the focus
group, it is clear that the healthy options on the menu would be more popular with people
who are health conscious if they were made aware of its existence and it was better
promoted.
The other members of the focus group were surprised to learn of the existence of a
healthier section of the menu. They said they had seen no advertisements or promotion
campaigns to make customers aware of these products on the menu. The other members of
the focus group said they would consider the healthy options on the menu in the future and
probably would have considered them when in the restaurant in the past had they been
aware of the options.
Due to the lack of promotion of this section of the menu, Burger King has been missing out
on revenue since they introduced the healthy menu and will continue to do so if it is not
correctly promoted to their target market. As the health conscious segment of the market is
increasing in recent years, it is appropriate that Burger King promote their healthy option
menu in order to keep up with the changing consumer trends.
Utilise all marketing opportunities available to the franchise
Burger King have had successful advertisements in the past to promote their products such
as “The Whopper”, but have neglected to do the same for the other products on their
menu. They have used television advertisements in the past in order to promote their
products but have avoided using other types of marketing such as social media.
All members of the focus group said that Burger King Advertisements were good at
displaying the products that they offer but fell behind in comparison to their competitors by
not portraying the experience that is to be offered in store. The focus group said that the
television advertisements only showcase the products but gave no indication as to what is
to be expected within the premises of Burger King. This gives the indication that Burger King
are not using the full capabilities of television marketing to attract customers to the
restaurant and may be a reason why they are falling behind the competition.
Burger King are also falling behind in terms of social media marketing. In comparison to
their leading competitors, Burger King do very little advertising through social media. The
focus group said that they had seen very few Burger King Advertisements on social media
sites when compared to McDonalds or Subway. As social media marketing is a growing
trend and a new way of contacting the customer, it should be utilised to its full extent in
order to increase brand awareness and market share for the franchise, something that
Burger King have failed to do up until now.
The Burger King franchise currently do very little in store promotion of their products. Many
members of the focus group said that the restaurants always appeared very plain and very
little promotion of their products were displayed in the stores. From this evidence it is clear
that Burger King are lacking heavily in terms of in store promotions of their products and
many people are unclear as to what they offer until they get to the till and see the menu.
There is also very little promotion of new items on the menu within the restaurant and
because of this, many customers are unaware of their existence when they enter the
restaurant.
The drive thru service at Burger King is one of their most profitable services that they offer
to the customer. It is also the most heavily under promoted service that Burger King offers
which was evident in the focus group where only three members said that they had used
the drive thru in the past but the other members said that they would use it more often in
the future. The lack of promotion of the drive thru means that Burger King are not
capitalising on a profitable service nor are they gaining the revenue that they could be
receiving. The drive thru service needs to be promoted as a part of the Burger King
experience in order to attract the most a larger part of the market.
Drive-thru’s
Drive-thru’s have become a huge a part of the fast food industry and now account for
approximately 60-70% of transactions that place (Qsrmagazine.com, 2015). Apart from
being used primarily from a sales points of view, drive-thru’s also give brands a huge
opportunity to promote the products available within the store before the consumer
actually makes their purchase.
Currently Burger King does not have a high number of drive-thru’s in place when compared
to other leading fast food competitors such as
McDonalds. Currently Burger King have drive-
thru’s at approximately 20% of their stores
(http://www.webtrade.ie, 2015).
It would be recommended that Burger King
tries to increase their rate of drive-thru’s to
stores ratio as they are missing out on one of
the biggest consumer segments in the industry
by not having them in place. Also they are losing out a lot of business.
It would also be recommended that Burger King avails
of their current drive-thru’s in order to promote their
current product offerings. Other brands are using their
drive-thru’s in their promotional campaigns and
reaping the rewards. Clear and vivid images of the
products on the menus help the consumers to decide
what products they would like to purchase and in some cases encourages them to purchase
products on impulse that they had not intended on purchasing when first arriving.
Brand Strategies
Appendix
Focus Group findingsDate: 18/03/15
Location: LRC at IT Carlow
Duration: 40 minutes
Number of participants: 11 (8 female, 3 male).
Participants: Aoife Doyle, Aishling Brennan, Alma McGovern, Noelle Hughes, Deirdre
Murphy, Joan Foley, Caoimhe Crossan, Lorraine Henderson, Tom Morrin, Karlo Vasquez,
Kaelem Donovan.
1. What is your favourite brand of fast food? Mcdonalds, Subways, Supermacs, Dominos and Eddie Rockets main ones
mentioned. Burger King was mentioned but not at the same level of popularity.
2. How often would you visit a fast food establishment? As the focus group was primarily made up of students living away from
home, takeaway’s are commonly consumed. Students do not have time to prepare their own meals as they are busy
meeting project deadlines. After a night out, fast food is usually consumed. For consumers living at home they generally avail of fast food services
about once a week. However the group did also mention that the elderly sections of society do
not consume fast food as regular as younger consumers.
3. How health conscious are consumers nowadays about the products provided within the fast food industry?
Younger consumers are not overly concerned about their calorie intake. Also consumers who partake in regular actives are not concerned about the
health aspect of the food they are consuming as they feel they are going to burn calories anyway as they are partaking in activities.
The focus group felt that females and in particular mothers are the segments of society that are most concerned with the consumption of healthy goods.
Men are not as concerned with how healthy their food is. Men are primarily concerned with taste and having a filling meal.
4. What does burger king represent? (Low calories, products, price) Burgers, flame grilled, the whopper, man food and value for money Tasty food and offers more food per meal than competitors Affordable prices however it was stated that McDonalds provides cheaper
meals. It is perceived as high calorie foods. The service being provided by staff is not of the same high standard being
pitched by competitors. Not many of the focus group members were aware that Burger King
actually provide health options on their menus and were very shocked to discover that they actually have more healthy options than McDonalds.
5. What do you think of Burger King’s current drive- thru service? What improvements could be made to this?
One of the main things mentioned was that a lot of Burger King restaurants do not actually have a drive-thru.
Those that do, do not actually use the space available to promote what products are available, like McDonalds do.
Two members of the group found it to be very slow moving and badly designed and managed.
6. When we say the name Burger King, what words come to mind? (If Burger King was a person, what traits come to mind?)
Burgers, flame grilled, the whopper, man food and value for money High quality food. High in calorie food Man food
7. Who do you perceive Burger King’s main competitors to be? (Noted as competitors because of price, quality, similar consistency and advertising?)
On an international level McDonalds, Dominos and Subway were mentioned as being the primary competitors.
In Ireland however Supermacs, Eddie Rockets and local takeaways are always in competition.
On price levels, it was stated that there is little difference between the different brands. However when value for money was mentioned, local takeaways and Dominos were talked about most.
Out of all the competitors mentioned, McDonalds was mentioned as being Burger King’s primary competitor as they provide a similar product and service.
McDonalds, Subway and Dominos were said to be the leaders in regards to advertising.
It was also said that Burger King has a lack of brand promotion in regard to their products and services.
8. What do you currently think of Burger King’s marketing campaigns? Are they targeting the consumer segments that avail of fast food services/products?
Burger King’s marketing campaigns are primarily focused towards the male section of society.
Their marketing is concentrated around promoting the quantity and taste of the food provided in their meals
Also they are failing to promote the healthy sections of their menus. This is a major flaw in Burger King’s marketing.
Burger King are failing to advertise to large segmenst of society such as women, children and health conscious people.
9. What would you recommend Burger King do to increase their brand awareness/positioning?
Promotion towards all segments of society including women and kids. Promotion of the health benefits of their products
Utilise all marketing opportunities available to them in their premises including their drive-thru
Improve the services provided by staff. Should benchmark this against service provided by McDonalds and Eddie Rockets.
Improve the overall experience that consumers receive as they avail of Burger King’s services.
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