Burger King is a well-known international fast food chain brand that started in America. Most of its overseas strongholds are privately operated, that is, franchise stores. Among them, most franchisees only operate a single store, and a few develop into large enterprises on their own.
Since the establishment of 1952, Burger King has successfully expanded its territory in the United States through various franchise chains. Burger King is mainly composed of hamburgers, French fries, soft drinks, milkshakes and desserts. After the restaurant was acquired by a franchise store in Miami, Florida, it was renamed Burger King on 1954.
Development course:
Burger King and the famous Whopper were born in the mid-1960s, just in time for the golden age of the rapid growth of American fast food industry in the 1960s. In 1960s, Burger King vigorously promoted its most popular imperial castle, and its advertisements were full of charm: "The bigger the hamburger, the better" and "Please hold it with both hands".
Burger King has developed rapidly in the United States, and the number of chain stores has increased rapidly, with the development momentum pointing to the leading position. But at this time, its rapid expansion is hindered by the shortage of funds. After the failure of the listing plan, it accepted the merger proposal of Pillsbury Company, which promised to provide funds for Burger King.
However, the merged pillsbury did not keep its promise, but cut the expansion plan of Burger King. This left an opportunity for competitors, and Burger King could only watch them rise rapidly.
McDonald's, in particular, has developed extremely rapidly, catching up with Burger King. By the early1970s, McDonald's had far more stores than Burger King and became an obvious market leader. Burger King was forced to take second place.