An Overview of the Company Burger King in the American Fast Food Chain System Essay

Burger King is a reliable burger company which has had its ups and downs.In 1974, it came out with a slogan of "Have it your way" and at this timeit also had a 4 market share. Burger Kings idea was to have the customerhave their burger done their way rather than a standard burger. In the early80s Burger King was trying to keep sales growing so they had to keepchanging their advertising. In 1982 "Battle of the burgers" and "Arentyou hungry for a Burger king now?" were the slogans used. In 1983 "Broilingvs. frying" and 1985 "The big switch". All these ads throughout the yearshelped increase market shares from 7.6 to 8.3 from 1983 to 1985. "Searchfor herb" was a slogan used by BK about a person that has never tasted awhopper burger, this campaign was supposed to increase market share by 10but in reality only increased it by 1 it was a disaster. In 1986-1987 "thisis a burger king town" and "best food for fast times" brought a lot of attentionto the company. In 1988 "We do it like you do it" was used often but a yearlater they came out with two new slogans which confused the customer. In1989 "Sometimes you gotta break the rules" and "BK tee vee" with MTV andDan Cortese with "I love this place". This was another huge setback for BKbecause people on the go and parents found this ad loud and irritating. BKat this time has failed to establish a solid image that would differentiateit from its competitors. Ads if anything only confused consumers as to whatadvantages BK offered. In 1993 it had a market share of 6.1 were McDonaldshad 15.6 and BKs sales were growing slower than its rivals. Failed advertising campaigns werent the onlyproblems, they also had internal problems. Management lacked focusand direction and has struggled with marketing mix decisions. Franchisesbecame confused and angered, service was slow and food preparation wasntconsistent. Burger King lost its...

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