SWOT ANALYSIS FOR BURGER KING IN VIETNAM

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Abstract

While fast-food newcomers in Viet Nam are seeking ways to gain a foothold in the
market, others companies that have been here for years, such as KFC, Lotteria and
Jollibee, are making changes to maintain their customer base. In fact, Vietnamese
consumers are not really familiar with fast food, while the products of these shops are
quite similar. However, by style quick service, friendly, fresh product, hot drinks and
stylish modern decoration restaurants, Burger King believes to serve Vietnamese diners
to experiences the best of everything whenever step at the restaurant. This report aims
to explore Burger King through SWOT Analysis, as represent for one of the most
successful fast food chain in the world and its positioning strategy in Vietnam to be
successful in new market.













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Table of Contents
I. Executive Summarize 1
II. Fast food industry and Burger King Market in Vietnam 2
III. SWOT Analysis for Burger King 5
3.1. Strengths 5
3.2. Weaknesses 6
3.3. Opportunities 7
3.4. Threats 10
IV. Products positioning 13
V. Conclusions and Recommendations 14
References 16
Appendix A 18

List of Figures
Figure 3.1. Six global trends, interconnected by three keys drives of change 8
Figure 3.2. Time use on an average work day for employed persons
ages 25 – 54 with children 9

List of Tables
Table 2.1. Burger King Restaurants chains in Vietnam 4
Table 3.1. Summarize of SWOT Analysis for Burger King 12


1

I. Executive Summary
Despite of the global crisis continuously affect on such countries in the world,
Vietnam keep remaining a profitable investment for Western fast-food chains. In 2011,

fast food continued to register rapid growth of 26% in current value terms due to various
reasons (Eromonitor International, 2012). Firstly, while food prices have been generally
increasing, fast food was able to maintain stable prices that making dishes more
affordable to consumers. Secondly, Vietnamese people were leading trend of busier
lifestyles and habits, which helped to increase the demand for fast food. The fast food
outlets with modern decoration also attracted many teenagers and young working adults.
In 2011, the environment also welcomed the entry of international chains – Carl’s Jr,
Subway and Popeyes Chicken & Biscuits. The end of the year 2012, Burger King
entered to Vietnamese fast food market making contribution to the competitive
environment for other presenters of fast food brands such as KFC, Wendy’s or Lotteria.
Currently, Burger King (BK) is the second largest fast food hamburger chain in the
world with more than 12,700 outlets in 73 countries. Among those, 66% are in USA and
95% BK restaurants are owned and operated privately by independent franchisees
(Wikipedia, 2013). The name BK becomes global brand and all credits must go to two
men are James McLamore and David Edgerton – the founders of BK, beginning the BK
legacy of flame-broiled beef and commitment to quality ingredients and friendly services.
In 2010, a global multi-million dollar investment firm known as 3G Capital focused on
long term value creation purchased Burger King Corporation, making it a privately-held
company. The original Vision of BK is “Offering reasonably priced quality food,
served quickly; in attractive, clean surroundings” with specific commitment is “Our
commitment to premium ingredients, signature recipes, and family-friendly dining
experiences is what has defined our brand for more than 50 successful years.”
Besides that, BK also set up their own Mission as is: “We will prepare and sell quick
service food to fulfill our guest's needs more accurately, quickly, courteously, and in a
cleaner environment than our competitors. We will conduct all our business affairs
ethically, and with the best employees in the mid-south. We will continue to grow
profitably and responsibly, and provide career advancement opportunities for every
willing member of our organization”.

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II. Fast Food Industry and Burger King Market in Vietnam
“Vietnam is seen as a promising market for foreign fast-food companies due to its
young population and fast income growth” (Viet Nam News, 2012). Even though the
price of foreign fast food is higher than two to four times comparing to the regular price
of rice or noodle shop, many Vietnamese are still willing to spend more on fast food
restaurants. In order to cater to local tastes, such Western fast food chains tend to
introduce menu items to increase sales. A market research by company AC Nielsen has
shown that only 8% of Vietnamese eat at a foreign fast food restaurant one to three
times a month. The company says that because of Vietnam’s population comprising of
65% under the age of 25, it still remains a profitable destination for Western food chains
(Tamaraboorstein, 2012).
In Vietnam, fast food is expected to record a Compound Annual Growth Rate
(CAGR) of 6% in constant value terms over the forecast period (Eromonitor
International, 2012). Since the economy of Vietnam continues developing, Vietnamese
people become being very busy lifestyle and habit, thus increase their demand for fast
food. Furthermore, nowadays Western lifestyles and cuisine have influence on their life,
as many young consumers considered fast food as fashionable and high-class, also
contributes greatly to the growth of fast food. The government has the policies of open
market to encourage investment from outside, it also helps with franchising regulations
to allow fast food operators to enter in and operate more efficiently.
Currently, there are many foreign fast food brands presence in Vietnam. KFC is
considered the largest chain with 156 outlets, while Lotteria has 146 and Jollibee has 30.
The three big guys in the market themselves have been challenging violently with each
other.
The first one, KFC was one of the first international players in entering into fast food

market in Vietnam. KFC is believed to have higher growth rates and turnover. In 2011,
KFC Vietnam remained the leading player in fast food in the country recording 15%
value share, gaining two percentage points (Eroumotional Inernational, 2012). A report
of Euromonitor showed that KFC led the fast food industry in Vietnam in 2011. The
company’s main competitive advantage lied in its affordable price and its localised
Vietnamese taste. The company has successfully built its outlet network throughout the
country, all located in prime locations of central districts and cities. In 2011, KFC focused
on expanding its network outlet in Vietnam by increasing its number of outlets in big
cities such as Ho Chi Minh City and Hanoi as well as continuously launching various


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promotional programs such as Tuesday Special. As a result, KFC Vietnam also posted
strong growth in terms of value sales in 2011.
The second one, Lotteria has boomed the market in obtained the turnover of VND 39
billion just within 10 days, from the first day of the Lunar New Year to the 11
th
day of the
year. For the meantime, it has reported the 30% increase in the turnover in 2012 over
2011. The business performance of the Lotteria chain in Ho Chi Minh City is better than
in Hanoi. In fact, Hanoi Capital is not an easy market for Lotteria because of the culture
factors and to some extent due to KFC is holding the superior hand in the capital city.
The third one, Jollibee Foods Corporation is the Philippines’ largest fast-food chain,
has announced its expansion plans in the country by adding another four stores in Ho
Chi Minh City and the surrounding areas. Jonx Jongko, Marketing head for Jollibee
Vietnam told Thanh Nien News that the Vietnamese have been gradually embracing
Western fast food although “it’s still something new for them”.
Those fast food brands in Vietnam now want to expand their outlets in some big
cities around the country. Head of the Marketing Division of Lotteria Vietnam, Truong

Ham Liem said that they plan to open 50 more shops in 2013, while 30% of which would
be not in Ho Chi Minh City, but in other localities such as the western part of the
southern region and Da Lat City. Lotteria Vietnam is not only striving to increase the
coverage, but also has put a high hope on the development of hamburger, hoping that
this would be a potential menu benefits from reasonable price and good taste. Not only
Lotteria, KFC and Jollibee have also been pushing up the development of their chains in
Vietnam. Graham Allen, President of Yum! Restaurant International said about the plan
to develop 180 shops in Vietnam by 2014. Jollibee Vietnam also wants to have 500
shops in Vietnam. However, to implement the plan to expand the networks, the big guys
have been moving heaven and earth to look for retail premises, firstly they have to find
out the answer to the question: “where would the first McDonald’s shop be located?”,
before going ahead with their plans since representatives for two other fast-food
companies, Johnny Rocket and McDonalds, have visited the country to study the market
of Vietnam. They will be very competitive competitors in fast food industry for sure must
be scare by some big guys did represent in Vietnam at the present. Other fast food
brands serve with different taste such as Pizza Hut, Domino, BBQ or event local brand
like some companies focus on bread such as Duc Phat Bakery, ABC Bakery also
occupy percentages of fast food pie make the market becoming more and more
competitive.


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Turn back to Burger King, after opening four stores at airports in Vietnam in one
year, the American fast-food company Burger King launched its first store in the centre
of Ho Chi Minh City recently. Now the numbers of outlet gain to 13 stores in Ho Chi Minh
City, Ha Noi and Da Nang. Owner of the Burger King franchise in Vietnam is the Blue
Kite Food and Beverage Services Company Ltd, a member of Imexpan Pacific (IPP
Group). The company would invest about US$40 million to develop the Burger King
trademark in the country and with the hope to open as many stores as possible (Le

Hong Thuy Tien, chairwoman of the Blue Kite Food and Beverage Services Company
Ltd said).

Location
Address



Ho Chi Minh
City
Outlet 1: 26 – 28 Pham Hong Thai, Ben Thanh Ward, District 1

Outlet 2: 347 Le Van Sy, Ward 13, District 3
Outlet 3: 152 Nguyen Van Troi, Ward 8, Phu Nhuan District
Outlet 4: 283D – 285 Cach Mang Thang 8, Ward 12, District 10
Outlet 5: 833 Tran Hung Dao, Ward 7, District 5
Outlet 6: 134 Cao Thang, Ward 14, District 3
Outlet 7: 212 Phan Xich Long, Ward 2, Phu Nhuan District
Outlet 8: 1B-1B1 Cong Hoa, Ward 4, Tan Binh District
Outlet 9: 039 Nguyen Van Linh, My Khanh 1-H5-2, Tan Phong Ward, District 7
Da Nang
City
Outlet 1: Da Nang International Airport, Hoa Cuong Ward, Hai Chau District
Outlet 2: 438 Hung Vuong, Vinh Trung Ward, Thanh Khe District
Ha Noi
Capital
Outlet 1: IPH 239 Xuan Thuy, Dich Vong Ward, Cau Giay District
Outlet 2: 12, 14B, Trung Yen – Trung Hoa, Trung Hoa Ward, Cau Giay District
Source: ProGuide.vn, 2013

Table 2.1: Burger King Restaurant Chains in Vietnam








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III. SWOT Analysis for Burger King
In order to implement competitive strategy to compete with other fast foods
competitors in Vietnam currently, BK should conduct a good marketing plan. A part from
this, SWOT analysis for BK needs to be paid attention to. The following table is the
summarize SWOT analysis for BK.

3.1. Strengths
- Strong recognized brand, wide international presence:
More than 59 successful years since BK appeared in the fast food market
with original name was Insta-Burger King. Till now BK has their presence in
73 countries in six continents with about 12,700 outlets by franchises
operated and owned privately (See Appendix A). Every day, there are above
11 million guests visit BURGER KING
®
restaurants around the world. At the
end of fiscal year 2012, BK is the second largest chain of hamburger fast
food restaurants in terms of global locations, behind industry bellwether
McDonald's (32,400 locations).

- Unique recipes with machine-paced assembly process:
People know BK for many years by its fresh, tasty, high quality foods.
Other than that, uniquely-prepared burgers and sandwiches with named
Whopper sandwich tailored to customer and Flame-broiled foods with 100%
beef are make BK products differentiate from others. Accompanying these
new broilers is new food-holding equipment, by using a computer-based
product monitoring system for its cooked products. The monitoring system
allows for shorter tracking of product quality, while giving the company and its
franchisees a method to rationalize costs by specifically projecting sales and
product usage.

- Quick service:
BK assures to customers a fast service and let customers do not need to
queue for long time with “Three-minute service standard”.



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- High social status by charitable contribution and services:
BK has two of its own in-house national charitable organizations and
programs. One is the Have It Your Way Foundation, as its slogan “Have it
Your Way”, a US-based non-profit corporation with multiple focuses on
hunger improvement, disease prevention and community education through
scholarship programs. The second one is the McLamore Foundation, also a
non-profit corporation that provides scholarships to students in the USA and
its territories. Besides that, BK and its franchises have aligned themselves
with several charitable organizations that support research and treatment of
juvenile cancer, support organization for the families and friends of cancer

patients.

3.2.

Weaknesses

- Lack of control over franchisees and violence of quality standards:
It is in fact that, such franchises around the world with different location
and culture makes it more difficulty in controlling. Although the majority of the
restaurant locations are privately held by individual owners and its financial
dependence on those owners, BK's relationship with its franchises has not
always been harmonious. Occasionally, there are disagreements between
the two have caused numerous issues, and in several instances the
company's and its licensees' relations have degenerated into precedent-
setting court cases. Furthermore, to suite with local customers in where
franchises are operated, such changes in menu structure, advertising,
demographic targeting creates the violence of BK’s quality of product.

- Narrow target segment and does not serve its purpose of attracting
kids:
BK appears for everyone but main target market is Superfan. They are
primarily men, from 18 to 49 years old. The characteristics of this group are
voracious appetite, love to eat meat and eat out often, “who would visit a
fast-food restaurant five times a month and eat fast food 16 times a month”
(Emily Bryson York, 2010). They occupy only 18% of total customers
(bkfinalbook). By focusing its marketing and advertising programs on men,
BK alienated women and children. John Glass stated, "Maybe catering to the

super fan was the correct strategy to kick
relied on that for too long " (
Journal, 2010).
- Increasing
vulnerability
Although BK operates in many international locations, but 65% of restaurants
are in the United States. This concentration of operations in one geographic
area increa
ses company's exposure to local factors such as labor strikes and
the influence of regulatory changes.

-
Ineffective advertising and PR campaigns
BK has launched advertising and PR campaigns that proved to be ineffective.
Some advertising and picture of B








3.3.
Opportunities
-
Continue to grow global business and continuous products and
services expansion:
The global financial system remained fragile affected by crisis for many

years, but economies around the world began moving toward recovery.
Some, especially those in emerging markets, hardly broke stride, continuing
their rapid growth, said by
interconnected that force companies, governments and industries to
cooperate each other from internal and external nation.


Offensive advertisement

super fan was the correct strategy to kick
-
start the business, but maybe they
relied on that for too long " (
Julie Jargon
, as cited from Th
Journal, 2010).

vulnerability
to Labor and Regulatory
Influences:
Although BK operates in many international locations, but 65% of restaurants
are in the United States. This concentration of operations in one geographic
ses company's exposure to local factors such as labor strikes and
the influence of regulatory changes.

Ineffective advertising and PR campaigns
:
BK has launched advertising and PR campaigns that proved to be ineffective.
Some advertising and picture of BK appeared as crude and unacceptable.
Opportunities

Continue to grow global business and continuous products and
services expansion:

The global financial system remained fragile affected by crisis for many
years, but economies around the world began moving toward recovery.
Some, especially those in emerging markets, hardly broke stride, continuing
their rapid growth, said by
Ernst & Young.
Global economies are so tightly
interconnected that force companies, governments and industries to
cooperate each other from internal and external nation.


Offensive advertisement

Earie mascot

7
start the business, but maybe they
, as cited from Th
e Wall Street
Influences:

Although BK operates in many international locations, but 65% of restaurants
are in the United States. This concentration of operations in one geographic
ses company's exposure to local factors such as labor strikes and
BK has launched advertising and PR campaigns that proved to be ineffective.
K appeared as crude and unacceptable.

Continue to grow global business and continuous products and
The global financial system remained fragile affected by crisis for many
years, but economies around the world began moving toward recovery.
Some, especially those in emerging markets, hardly broke stride, continuing
Global economies are so tightly
interconnected that force companies, governments and industries to

Earie mascot



8












Figure 3.1: Six global trends, interconnected by three key drivers of change

- Prosperous developing markets such as China, India, Brazil etc.:
The world leading trend that China, India and Brazil are expected to be
among the world’s largest economies by the year 2050. They are among the
biggest and fastest-growing emerging markets with significant long-term

growth potential. These countries encompass a significant percentage of the
world’s land coverage, 30% of the world’s population and amount to a
combined gross domestic product (purchasing power parity) of USD16.3
trillion dollars (David J. Lynn, et al, 2011). Furthermore, those countries have
an expanding middle class which massive rise in the size will double in
number within three years and reach 800 million people within a decade. The
abandon number of the middle class in these nations will create demand for a
wide range of economic goods. It is reasonable to believe that a huge
increase in demand will not be restricted to basic goods but result in greater
demand for all consumers segments. High economic growth combined with
the enormous populations of these nations will translate into a large
aggregation of wealth, creating ever more attractive world markets. While
China is clearly the most important overseas market, India is seen as the next
major emerging markets opportunity.


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- New partnership programs: due to crisis companies reconsider their
marketing policies, Microsoft advertising: The Windows 7 Whopper is a
Burger King Whopper sandwich distributed in Japan for the promotion of
Microsoft's Windows 7 operating system. The hamburger contains seven
stacked beef patties and measures 13 cm (5 inches) in height. It was
originally planned to be available for only 7 days starting on October 22,
2009. Due to their success in selling 6,000 sandwiches within the first 4 days,
Burger King decided to extend the promotion period to 16 days, ending on
November 6.
In 1994 Disney switched to Burger King, signing a ten film promotional
contract which would include such top ten films as Aladdin (1992), Beauty
and the Beast (1991), The Lion King (1994) and Toy Story (1995).

- Changing of lifestyles and habit:
People switch to fast food due to increasing busy life, less time spent on
cooking and eating as well. According to a study by Bureau of Labor
Statistics, USA (American Time Use Survey), time spending on eating and
drinking is only 1.1 hours among 24 hours per day.

Figure 3.2: Time use on an average work day for employed persons
ages 25 – 54 with children




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3.4. Threats
- Many competitors in the fast food industry:
There are high number of foreign companies entering the fast food market
such as KFC, Lotteria, Yum! Brand, Jollibee, Pizza Hut, Domino and local
brands of fast food competitors like as Duc Phat Bakery, ABC Bakery. For
instants:
• Yum! Brands are the world’s largest with 33,000 restaurants in over
100 countries. Four of the company’s highly recognizable brands,
KFC, Pizza Hut, Long John Silver’s and Taco Bell are global leaders
of the Mexican, chicken, pizza, quick-service seafood categories.
• McDonald’s Corporation (McDonald’s) is the world’s largest food
service retailing chain with 31,000 fast-food restaurants in 119
countries. The company also operates restaurants under the brand
names “The Boston Market” and “Chipotle Mexican Grill”. Market
share: 47%, Big Mac, I’m Lovin’ It®.

• Wendy’s International (Wendy’s) operates three chains of fast food
restaurants: Wendy’s (the third largest burger chain in the world), Tim
Horton’s, and Baja Fresh. Wendy’s operates over 9700 restaurants in
20 countries has been included Fortune magazine’s list of top 500
USA companies. Marker share: 14%, Square patties, Quality is our
Recipe®

- Decrease in consumers’ purchasing power:
Due to affecting of financial crisis of 2007 – 2010, there is slow recovering
economy in many countries. However, the high unemployment of the
downturn, together with habits of healthier eating, lead the way that many
customers step away from fast food towards the fast-casual segment or
forced them to stop eating out. The challenging global economy continues to
hamper the company’s financial strength (ranked 238th among its peers).
Burger King posted weaker-than-expected quarterly results in the last half of
2009, and missed stock analysts’ expectations. The decline was driven in
part by continued adverse macroeconomic conditions, including record levels
of unemployed.



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- High concern in nutrition food:
There is the increasing popularity of fitness and healthy trend. Consumers
look for a healthier lifestyles: Burger King's same-store sales in the U.S. and
Canada declined 4.6% in the three months ended Sept. 30, 2009. People 18
to 34 cut their consumption of fast-food meals from November 2006 to
November 2009 according to the market-research firm NPD Group. The
combination of the economy and better health information has influenced

people to eat at home and to opt for leaner lower calorie foods. In Vietnam,
Ly Quy Trung, the Australian-educated founder of the local noodle soup fast
food chain Pho 24 told Thanh Nien News, that in more developed markets,
customers have a higher awareness of nutrition content.

- Cross-cultural differences: This is in fact that such multinational companies
in general and Burger King in particular are facing the problem of cross
cultural different in where the representative or franchises restaurants
operated. This creates the issues of how to adopt the different culture and it
affect on the strategies of the company such as business strategies or
communications ways. For example, India is considered a potential market
for Burger King to enter into. However, Indian love vegetable a lots while
Burger’s main ingredients are sandwich with beef or chicken. Therefore, it is
sure that to suit with the culture of Indian people then Burger should consider
the menu with extra vegetable or special menu for fans of vegetable only.









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STRENGTHS

WEAKNESSES

 Strong international brand;
 Wide international presence and wide
chain of local suppliers (e.g. farmers);
 Unique recipes with machine-paced
assembly process;
 Quick service (3 minutes standards);
 High social status by charitable contribution
and services (e.g. “Have It Your Way”
Foundation).
 Lack of control over franchisees;
 Violence of quality standards;
 Narrow target segment;
 Does not serve it purpose of attracting
kids;
 Ineffective advertising and PR
campaigns.
OPPORTUNITIES

THREATS

 Continue to grow global business;
 Continuous products and services
expansion;
 Prosperous developing markets (China,
India, Brazil, etc.);
 New partnership programs (due to crisis
companies reconsider their marketing
policies);
 Changing of lifestyles and habit (switch to
fast food due to increasing busy life, less

time spent cooking & eating).
 Lots competitors in the fast food industry
(High number of foreign companies
entering the fast food market vs. local
brands)
 Decrease in consumers’ purchasing
power due to crisis;
 Increasing popularity of fitness and
healthy trend; Increasing interest to
healthy food, Consumers look for a
healthier lifestyles
 Cross-cultural differences

Table 3.1: Summarize of SWOT analysis for Burger King











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IV. Product Positioning in Vietnam of Burger King
From the situation of fast-food market and Burger King in Vietnam, respectively, plus
the SWOT analysis for Burger King in around the world, Burger King Vietnam find the

way to build the brand in this country.
BK Vietnam has chosen the three major cities to kick start the business which are Ho
Chi Minh City, Ha Noi Capital and Da Nang, with the slogan: “American Quality,
Vietnamese Price” (in Vietnamese: “Chất lượng Mỹ, giá Việt”), because these are
biggest cities with burden busiest lifestyle, active and young people are living. So this is
a bonus point for the company to get started in this area.
The organization will position BK’s brand by finding the weakness of the competitors.
Even there are many competitors but no one can compete with the traditional product of
“unique ingredients” of BK King successful for more than 59 years in around the world.
Three above mentioned cities in Vietnam have the large population whose demand for
the fast-food products and love to eat meat is high. So this will be a high opportunity of
the company to position “Burger King Whooper – Taste is King” as the product basically
to increase the sales, make the company as a successful international company and the
most important is to attract more young people love to eat meat as well as with the hope
of showing their fashion life-style.
The Blue Kite Food and Beverage Services Company will position BK brand in
Vietnam fast-food market by offering the competitive price with unique burger products
as compared to all other available fast-food brand in Vietnam. Moreover, BK Vietnam will
be positioned strongly by giving discounts on its special day such as “Saturday Loving
Day”.
In addition to, BK Vietnam will offer to customers with quickly services as promised
(Three minutes standard), in an attractive and clean surrounding by reasonable price
quality food. BK Vietnam also focuses more on developing the healthy menu, diet menu,
regional localized menu, and also for kid-orientated programs. They main target
customers still super-fans with age from 18 – 49 years old. However additional service
also addressed here such as Wifi, Televion and Bluetooth headset communication
device between staff to serve better.

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V. Conclusion and Recommendation
Fast food industry has helped to transform not only diet, but also landscape
economy, workforce, and popular culture. Whole experience of buying fast food has
become so habitual. They take opportunity of economic growth, rapid increase of
opening new food chains and exploring the international market. Global fast food chain
expand the business over franchises have helps advertise country that offering good
food, create markets tourism and build awareness, increase sales of the company and
strengthens GNP for the nation.
Therefore, in order to continuous expanding business in fast food industry, company
may pay attention to some strategies to be successful, such as:
- Rising concerns for “health and wellness” to suit with awareness of customers
and offering nutritional items on the menu. Possibility of creating a policy that will
address the health and wellness concern;
- Positive brand: promote an ambience of being caring to customers;
- Promoting advertising via internet: In fact that, among college students, males is
more likely than females to be participating in heavy internet usage. They love
their net and spend more than 20 hours online per week. In general, men 18-34
view more web pages each month than women at their same age. These men
also view 60% more individual video streams than women their age. They prefer
short-form videos on consumers-generated media sites. Parties will end and
restaurants will close but the internet is open always. Marketers 24/7 by having a
presence online.
- Build strong relationship with strategic partners such as Food Standards Agency
(FSA), local communities and corporate clients, telecom services providers
(including Wi-Fi equipment producers).

- Reconsidering of current marketing strategy and introduced changes into brand
positioning strategy.
- Implement all the changes in the company-operated restaurants and franchisees;
widening international presence.
- Menu reconsideration: healthy menu, diet menu, region/season tailored menu
offers.


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- Development and integration of new special client-oriented programs: “Jolly
Sunday Mornings” for kids, discount-hours for pensioners, for instant.
- Pay attention to Total Quality Management with respect to new menu diversity,
product quality, speed of services delivery (establishment of a Quality
Committee): Particular focus on franchised chains: sudden inspections practice
worldwide, regular reporting to the Quality Committee, tough policy for license
withdrawal;
- Increasing the level of automation & IT-solutions standards: new versatile flexible
broiler.
- Debottlenecking: walk-through implementation: growth of a number of
simultaneously served clients during rush hours.
- Taking advantage of healthy trend opportunities, benefits from suppliers
rearrangement, attraction students and businessmen;
- Following the healthy trend, attracting the anxious clients, cross-culture
differences mastering, taking advantage of prosperous developing markets’
opportunities;
- Delivery should either be outsourced or introduced by own fleet (relatively
expense item but at the same time additional advertising function as well)
- Hiring top brand consultants, employment of experience for mutually beneficial
promotion (For example: Burger King has successes with George Lucas Film

Ltd. in 1977 and Walt Disney Company in 1994);
- Speed of services increase, maintain loyalty of impatient clients. Production of
innovative products.









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/>ml


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12. Vietnamnet. (2013). Fast food market: bigger burgers to clamp smaller ones.
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bigger-burgers-to-clamp-smaller-ones.html.
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Appendix A
List of countries Franchise with Burger King
Asia Africa Caribbean

Europe
America Oceania

Afghanistan Egypt
Antigua and
Barbuda
Andorra Canada Australia
Cambodia Djibouti Aruba Austria Costa Rica Guam
People's
Republic of
China
Morocco Bahamas Azerbaijan
El
Salvador
New
Zealand
Bahrain Nigeria Barbados Bulgaria Guatemala
Hong Kong
South
Africa
Cayman
Islands
Czech
Republic
Honduras
India Curaçao Denmark Mexico
Indonesia
Dominican
Republic
Faroe
Islands
Nicaragua
Iraq Jamaica France Panama

Japan Saint Lucia Georgia
United
States

Jordan Puerto Rico Germany Argentina
Kuwait
Sint
Maarten
Gibraltar Bolivia
Lebanon
Trinidad
and Tobago
Hungary Brazil
Malaysia Ireland Colombia
Macao Italy Chile
Nepal Macedonia Ecuador
Oman Malta Guyana
Philippines Netherlands Paraguay
Qatar Norway Peru
South Korea
North
Cyprus
Suriname


19

Saudi Arabia Poland Uruguay
Singapore Portugal Venezuela
Republic of

China
Russia Argentina
Thailand Slovenia
United Arab
Emirates
Spain
Vietnam Sweden
Switzerland
Turkey

United
Kingdom


Source: Summary from Wikipedia, 4/2013