...CASE STUDIES Burger King case study Targeting the Superfan as a means of retaining growth in the fast food market Reference Code: CSCM0246 Publication Date: April 2009 DATAMONITOR VIEW CATALYST After years of poor sales, Burger King has turned its business around and now enjoys healthy business growth. This case study looks at how the company did this by refocusing its marketing towards the Superfan, namely young adult males who have a penchant for fast food. SUMMARY • Diageo was accused of neglecting Burger King under its ownership, letting the brand fall off the radar at a time when fast food in general was reporting favorable growth. The fast food chain's fortunes began to change after it was sold to a private equity triumvirate, which set about investing in promoting the business to the devoted fast food eater. This focus was a success, leading Burger King to gain 'cool status' in many peoples' eyes and to achieve strong growth. • Burger King's focus since being sold has been in targeting the Superfan, that is the 18–35 year old male who enjoys fast food. Company marketing efforts have focused on appealing to this consumer type, using both traditional and new media as a means to gain their attention. • Burger King's marketing has often been controversial, with two 2008 efforts standing out. The Whopper Virgins documentary, in which members of remote communities were given burgers to try for the first time, was deemed offensive and patronizing, while a Facebook...
Words: 4416 - Pages: 18
...Marketing Research Assignment – Wendy´s Case Martin Meister – Boston University THE WENDY´S CASE A DEMOSTRATION HOW MARKETING RESEARCH AND ANALYSIS CAN HELP RESOLVING A MANAGEMENT DECISION PROBLEM Martin Meister – martinmeisterg@yahoo.com Boston University - MET AD 856 fall 2012 – Professor Vladimir Zlatev February 27, 2012 1 Marketing Research Assignment – Wendy´s Case Martin Meister – Boston University Table of Contents Introduction ...................................................................................................................................................... 3 1. - Problem Definition ....................................................................................................................................... 3 a. - Background to the problem...................................................................................................................... 3 b. - Statement to the problem........................................................................................................................ 4 2. - Approach to the Problem ............................................................................................................................. 5 3. - Research Design ........................................................................................................................................... 8 a. - Information needs ........................................................................................
Words: 6651 - Pages: 27
...A documentary released by the BBC titled “Sugar VS Fat”, starred by Alexander Van Tulleken and Chris Van Tulleken. This program studies whether it is sugar that is less healthy or fat that is intoxicating us. To emphasize the severity of this issue, the performances introduced themselves into the experiment – Chris with high sugar, low fat mean; while Alexander with a high fat and low sugar diet for a month (Sugar vs Fat). High sugar diet includes bread, bagel, pasta, rice, potatoes, any prescription of breakfast cereals, fizzy drink, fruits and vegetables; high fat meal consists of cheese, meat, steak, burgers, chicken, double cream and mayonnaise. Throughout experiments and interviews, it is discovered that it is not sugar or fat that harms us,...
Words: 643 - Pages: 3
...problem. In addition, they claim that their foods are unhealthy because of the excessive grams of fat that are in the burgers and other foods that they serve. But these restaurants serve food to people who chose to buy their products, whether consumers purchase these foods or not, it's a decision that they made. Consumers should not be too eager to place the blame on fast food companies they are responsible for their own health. The purpose of this paper is to show that people who sue fast food companies are not cautious about what they eat; they should be responsible for their own actions instead of suing food companies. John Bhanzaf is one of the most popular lawyers who pressed charges against Mc Donald's. He was known for winning a 280 billion settlement from a tobacco company, and now he's after fast food companies. The lawsuit was filed by Ashley Pelman, a minor, Roberta Pelman, Ashley's mother and Jazlen Bradley accompanied by her father Israel Bradley. Their claim was that Mc Donalds did not inform their customers the ingredients they use and the effects of eating their fast food products which they promote to be healthy. (Banzaf) Along with this claim they focused on McDonald's advertisement persuading children to buy their products. Representatives of Mc Donald's company failed to defend their side causing the case to be in favor of the Bhanzaf's clients. This case is only one of the lawsuits that won against Mc Donald's, thought this does not mean that most lawsuits...
Words: 1968 - Pages: 8
...food restaurants, and also I would like to know how those health risks can affect Americas daily life. And if people do truly know that fast food restaurants are bad for you why do people still continue to consume their product. Calories are the energy that comes from the foods that you eat. They are in every food we eat. From meat, to vegetables. Calories are the energy that helps keep are body running the way it is supposed to run. Too little of that energy basically robs yourself of life. But too much of that energy gets stored into fat around your body. The recommended calorie intake daily varies from person to person. Main factors are your weight and your daily activity level. The more you exercise the more you eat. The average recommended daily calorie intake is 2000 calories. Let’s start off with just the breakfast. We will use McDonalds as an example. There famous big breakfast with hotcakes. It has 1190 calories, 56 grams of fat, 111 grams of carbs, and 2150 milligrams of sodium (McDonalds food chart). Yes breakfast is supposed to be the biggest meal of the day but that is a little too big. That is over half your daily calories in one sitting. Note according to the...
Words: 1845 - Pages: 8
...Serita McKoy HON 410 Professor Yesudas Choondassery February 22, 2013 Our Future: What Fast Food is Taking From Us We as Americans are facing quite an epidemic when it comes to health. It is not as though the nation was stricken with some sort of plague or fell victim to some conspiracy. Unfortunately, the cause of our issues is much more in our control than I think we would care to admit. Our health is depleting at large numbers all because of our diet. The rates of heart related issues, blood pressure and diabetes are at astounding numbers. These medical concerns are costing the country billions of dollars in healthcare. Why and when did our health begin to plummet? Over past decades America’s love for junk and fast food is the culprit behind this country having one of the unhealthiest populations any continent has to offer. This fascination of fast food had to start somewhere. Not only that but so did awareness that this particular industry may single handedly be responsible for obesity in this country. There are few topics actually that will help to understand this phenomenon a little further beyond the awareness of fast food. There was legislation that was passed that was supposed to help Americans understand what they are consuming on a daily basis. We learn this is only as helpful as one is able to translate the information. Many people are lost when it comes to nutritional food labels and what the numbers mean when it comes to their personal diet and...
Words: 7126 - Pages: 29
...Assignment 1: Five Guys Burgers and Fries Strayer University BUS508, Summer 2013 Abstract A successful entrepreneur must have balance: be courageous, without being reckless, be humble enough to learn from mistakes and acknowledge them, be tenacious and passionate, but be grounded and intuitive enough to foresee a disaster, be creative and flexible, but be organized and conscious of limitation. They must also plan, but be open to unforeseen opportunities, invest in employees, but also hold them accountable (Lambing & Kuelh, 1997). Jerry Murrell, the founder and chief executive officer of Five Guys Burgers and Fries, along with his wife and five sons, have acquired such balance and have become the fastest growing chain in the food industry, according to the research firm, Technomic (Boone & Kurtz, 2012). Just this month, the booming chain opened a new location that seats 300 people in London, and anticipates four more stores in the U.K. by 2014 (Weise, 2011). What is truly amazing is that such a large family can sustain such balance while running a business together. Perhaps it started with a simple, balanced business philosophy and consistent values. Philosophy and Values The matriarch of Five Guys Burgers and Fries, Jerry Murrell, realized that the only way to compete with the huge, established fast food chains like McDonald’s and Burger King was to concentrate all of their efforts and money on a quality product and customer service (Wiley...
Words: 1581 - Pages: 7
...exist reliable sources of information. In recent years, there has been an increase of connecting ideas of the transformation of fasts foods. Although some arguments claim the reason is one clause over the other, some will divert and stray off topic. They exert random facts to either make the claim reasonable or by overflowing them with sources that seems reliable from authoritative figures. Rabin article “Proximity to Fast Food a Factor in Student Obesity” goes to say: Ninth graders whose schools are within a block of a fast-food outlet are more likely to be obese than students whose schools are a quarter of a mile or more away, according to a study of millions of schoolchildren by economists at the University of California and Columbia University. (Rabin) The basis of proximity and obesity are non sequitur ideas. The field of study was limited and difficult to draw a conclusion because there is no reliable comprehensive connection. Researching related concepts such as types of foods, productions, and manufacture, connect with fast food resulting in student obesity are better. Although there is relevance to the idea of proximity...
Words: 1756 - Pages: 8
...use the file name; nfoster-assignment4. Don't forget to cut and paste the questions/directions (including the number of points each part is worth) onto Word. Put your answer under each question; then use the hi-lighter function to make your answers easy to read by hi-lighting in yellow. When a question requires a math calculation, show your work (not just the answer). Use complete sentence structure as you work on this assignment. All parts of your assignment must put together into ONE document. (Multiple documents will not be accepted.) PART 1: (50 pts) Fast Food Case Study Read the following case study and answer the questions below: Martha is a 39 year old teacher who has traveled to another city to attend a conference. She has eaten all three meals in fast food restaurants. Martha needs 1800 calories each day and no more than 60 grams of fat. BREAKFAST: Martha stopped at Burger King for a Biscuit with Sausage, Egg & Cheese and a cup of black coffee. LUNCH: Martha went to Church’s Fried Chicken and ate 1 fried Chicken Thigh (with the skin and batter), 1 serving of Macaroni & Cheese, and 1 serving of Cole Slaw. She drank...
Words: 1683 - Pages: 7
...Five Guys Burgers and Fries: Ingredients to Success Several characteristics of the national burger chain, Five Guys Burgers and Fries, sets it apart from other fast-food chains. These characteristics include the company’s philosophy, its original values, ethical and social practices, and its overall company culture. Without a doubt, a company who embodies all of the above characteristics is surely worth a more detailed exploration. The Philosophy A company’s philosophy highlights the overarching goal of its operation. In addition, it can help a company set itself apart from its competitors. This is precisely what occurred at Five Guys Burgers and Fries. According to its website, www.fiveguys.com, the company philosophy is “focusing on a few items, and serving them to the best of our ability.” As opposed to most of their competitors, Five Guys Burgers and Fries invest their money into the quality of the food instead of marketing. Five Guys' owner, Jerry Murrell believes "Our best salesman is our customer. Treat that person right, he'll walk out the door and sell for you." (Welch) This type of philosophy clearly sets the company apart from others. Not only does Five Guys Burgers and Fries have a powerful philosophy, the company also has original core values that remain strong today. Original Values Five Guys’ original values were created simple. "Sell a really good, juicy burger on a fresh bun. Make perfect French fries. Don’t cut corners." ” It is vitally...
Words: 881 - Pages: 4
...We live in a society that will sue for any discrepancies of information that a company or person does not disclose openly. This just happens to be the case in regards to Greg and Mary’s accusations. The parents of this overweight and high cholesterol child may not have necessarily been the sole or total result from eating the burgers from the child’s school, but the school failed to inform the parents of the source of which the burgers were being produced. The school also neglected to provide parents with formal knowledge of the potential risks the burgers from Drive-In Don’s and also provide their nutritional values. The child of Mary and Greg could have previously been at risk or major health issues, but that would be a hard argument for the school to present considering the county department’s one year study reporting that children from schools which sell Drive-In Don products have the highest cholesterol, are the most obese, and are the least active. Greg and Mary’s argument could be that the school failed to inform them of the origin of the food that was being served to their child as well as failure to provide them with the total number of fat, calories, and cholesterol of these foods that are being served. It can be argued that high levels of sodium, fat, and calories can cause a growing child health problems and cause them to be more sluggish than children who are their exact age but eating healthier food selections. “Antitrust decisions should be based solely on the...
Words: 960 - Pages: 4
...they are offering the public. The interest from the public has become so wide spread that it has sparked the interest of film makers and has lead to two very popular documentaries: Food Inc and Supersize me. With all of the news stories and articles and social media that surround consumers now a days there is no secret that there is a correlation between eating Trans fats and gaining weight. The Canadian Restaurant and Food Services Association has asked us to find out whether or not people are really responding to all of this media coverage and if people are still going to fast food restaurants as a daily routine. Research Objectives The purpose of this study is to examine and explore if consumers (even with all of this information about Trans fats and being health conscious) still attend fast food restaurants regularly in Canada in comparison to 10 years ago. Research Method In order to study the correlation of buying patterns of customers over the past ten years and compare them to today’s buying patterns I will be gathering information about three very competitive fast food brands in Canada, McDonalds, Burger King and Tim Horton’s. My research will include going to each individual website, and to research financial numbers that are released about the popular fast food restaurants. I will be looking at overall number of customers over the past 10 years and see if customers are on the decline because of the information that is available to them. I will focus mostly on a...
Words: 2286 - Pages: 10
...Development and Analysis of Two Mini Case Studies Taurus Parker December 18, 2012 Professor Mozinski Business412 Business Policy DeVry University Development and Analysis of Two Mini Case Studies This is a SWOT analysis of McDonald’s and Burger King, they will be followed by a cross-case analysis of the two mini case studies. The information in these cases will be based on the growth of the two companies and their sales. McDonald’s SWOT Analysis McDonald’s is the second largest food chain in the world falling short to Subway according to Forbes they are bringing in around 2.6 million in sales per store. (Forbes, 2013). Listed below is the mission statement and SWOT analysis for McDonald’s. Mission Statement - “McDonald's brand mission is to be our customers' favorite place and way to eat and drink. Our worldwide operations are aligned around a global strategy called the Plan to Win, which center on an exceptional customer experience – People, Products, Place, Price and Promotion. We are committed to continuously improving our operations and enhancing our customers' experience.” (Strategic management insight, 2013). Strength: McDonald’s uses $2 billion in advertising, more than 75% of restaurants are owned by independent franchises, the franchises attract children and locally adapted food menus. McDonald’s offer free unlimited Wi-Fi throughout their franchises. McDonald’s have a wide fan base from children to the business class working man. Weakness: McDonald’s...
Words: 1319 - Pages: 6
...Unit 1 Case Study Kelli D. Martin Columbia Southern University Characterize the four I’s. a. Issues: Obesity 64% of American adults are overweight or obese (Baron, p20). Economists took into consideration several factors: calorie intake, BMI, and work activities. These factors contribute to the failure to provide nutritional information about menu items (McDonald’s has recently added nutritional information on each item on the menu). The news media gave significant coverage to the fast food and obesity issues; therefore the issue became the subject of films, jokes, and recently our nation’s first lady (Michelle Obama) and Beyonce. “ The Menu Education and Labeling Act (MEAL) stated that the name of the food on any menu, the number of calories, grams of saturated fat plus tans fat, and milligrams of sodium contained in a serving of the food be present on every menu.” (MEAL) Filmmaking Activism A film was made to bring attention to obesity, and McDonald’s was the target. The filmmaker focused on McDonald’s for 30 days for all of his meals and gained 25 pounds, and later received health warnings from his doctor (San Francisco Chronicle). “In response to the film, the Competitive Enterprise Institute (CEI) supported preparation of a film by Soso Whaley in which for two 30 day periods she ate only at McDonald’s. She lost 18 pounds by controlling her calorie intake. The CEI stated, Whatley’s documentary project, focusing...
Words: 1127 - Pages: 5
...CASE 27 McDonald’s and Obesity THE PROBLEM Governments and influential health advocates around the world, spooked that their nations’ kids will become as fat as American kids, are cracking down on the marketers they blame for the explosion in childhood obesity. Across the globe, efforts are under way to slow the march of obesity. In the United States, roughly 30 percent of American children are overweight or obese. According to the U.S. Centers for Disease Control and Prevention (CDC), an estimated 64.5 percent of Americans tip the scales as overweight or obese, the highest percentage of fat people of any country in the world. However, adults and kids in other countries are catching up. THE WORLD The World Heart Federation reports that globally there are now more than 1 billion overweight adults and that at least 400 million of those are obese. An estimated 155 million children are overweight worldwide including 30–45 million who are obese.1 In many countries, the worst increases in obesity have occurred in young people. About half a million children in Europe are suffering classic middle-aged health problems because they are too fat. Obesity among European children has been on the rise over the last 25 years. The number of overweight children in Europe did not change much from 1974 to 1984; then the rate started to creep up during the next 10 years, and it exploded after 1995. In Britain, one in five children is overweight or obese; in Spain 30 percent;...
Words: 3893 - Pages: 16
