Historia de Burger King | rdmercadeo.com


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BURGER KING se nació en Miami, Florida, en 1954, por dos emprendedores llamados James McLamore y David Edgerton. Los co-fundadores, quienes tenían una gran experiencia en el negocio de restaurantes antes de lanzarse a crear una empresa colectiva, creían en el sencillo concepto de ofrecer al cliente comida de calidad servida rápidamente, a precios razonables, y en un medio limpio y atractivo.

Desde el primer día, McLamore y Edgerton establecieron la tradición de crear productos innovadores con la administración efectiva de restaurantes. Muchas de sus decisiones han probado ser casi visionarias. Por ejemplo, la decisión que se tomó en 1954 de empacar los productos BURGER KING en papel, se hizo años antes que las cuestiones ambientales se convirtieran en un problema en la industria restaurantera.

En 1957, el WHOPPER se introdujo a un precio de $.37, y se convirtió en un éxito inmediato.»Burger King» descubrió un hecho que sigue siendo verdad hoy en día: Los clientes prefieren el sabor de las hamburguesas a la parrilla de Burger King’. Continuar leyendo «Historia de Burger King | rdmercadeo.com»

Can the Brazilians Rescue Burger King?

«I’ve been to this movie a few times.» Such was the response of one prominent Burger King franchisee, when asked his reaction to the $4 billion leveraged buyout that will take the country’s no. 2 hamburger chain private for the second time in the past decade. In 2002, investment firms TPG Capital, Bain Capital, and Goldman Sachs Capital Partners bought Burger King from Diageo, the U.K.-based spirits maker, for $1.5 billion. The company tapped the public markets in 2006, but now 3G Capital Management, a New York investment firm backed by prominent Brazilian businessmen, has agreed to acquire the chain for $24 a share, a 46% premium on Burger King’s August 31 closing price.

To this skeptical franchisee, these ownership shuffles threaten to mask the more crucial issues facing the company: lousy sales — down 1.4% for the fiscal year ending on June 30, lousy profits down 6.6% during the period and lousy relations between the company and its franchisees last November, the local owners sued Burger King over its insistence that franchises sell Double Cheeseburgers for just $1.


A meal at a Burger King restaurant.

Kevin Lamarque / Reuters

«I’ve been to this movie a few times.» Such was the response of one prominent Burger King franchisee, when asked his reaction to the $4 billion leveraged buyout that will take the country’s no. 2 hamburger chain private for the second time in the past decade. In 2002, investment firms TPG Capital, Bain Capital, and Goldman Sachs Capital Partners bought Burger King from Diageo, the U.K.-based spirits maker, for $1.5 billion. The company tapped the public markets in 2006, but now 3G Capital Management, a New York investment firm backed by prominent Brazilian businessmen, has agreed to acquire the chain for $24 a share, a 46% premium on Burger King’s August 31 closing price.

To this skeptical franchisee, these ownership shuffles threaten to mask the more crucial issues facing the company: lousy sales — down 1.4% for the fiscal year ending on June 30, lousy profits down 6.6% during the period and lousy relations between the company and its franchisees last November, the local owners sued Burger King over its insistence that franchises sell Double Cheeseburgers for just $1. Continuar leyendo «Can the Brazilians Rescue Burger King?»

Burger King appoints Publicis as its AOR for Singapore

Publicis Singapore will take full responsibility for the marketing of all Burger King’s products, effective immediately.

Burger King called the pitch in May this year. Incumbent agency Religion was not believed to be involved.

Commenting on Publicis Singapore’s appointment, Eric Foo, general manager, Burger King Singapore, said: «Publicis is a top agency with experience in the retail space and its appointment is one of our key initiatives to prepare Burger King for its next stage of growth in Singapore.»


SINGAPORE – Burger King has named Publicis as its agency-of-record in Singapore, beating Euro RSCG and Saatchi & Saatchi to the business.
Burger King appoints Publicis as its AOR for Singapore

Publicis Singapore will take full responsibility for the marketing of all Burger King’s products, effective immediately.

Burger King called the pitch in May this year. Incumbent agency Religion was not believed to be involved.

Commenting on Publicis Singapore’s appointment, Eric Foo, general manager, Burger King Singapore, said: «Publicis is a top agency with experience in the retail space and its appointment is one of our key initiatives to prepare Burger King for its next stage of growth in Singapore.» Continuar leyendo «Burger King appoints Publicis as its AOR for Singapore»

Burger King packaging draws inspiration from Warhol

Sarah Power, marketing director, UK and Ireland for Burger King, said: «Taste is king at Burger King and our bold new packaging is yet another example of Burger King’s commitment to quality and innovation throughout the world.

«Coupled with our 20/20 restaurant design, this packaging is helping us to reinforce our taste advantage.»

The new packaging draws inspiration from the Andy Warhol Pop Art movement of the 1950s, the decade which also saw the world’s first Burger King unveiled in Jacksonville, Florida.


Burger King is overhauling its packaging and introducing a design inspired by Andy Warhol‘s Pop Art movement of the 1950s.

Burger King: looks to Andy Warhol for inspiration
Burger King: looks to Andy Warhol for inspiration

The new design will roll out across Burger King’s European markets with immediate effect and is planned to be in place by the end of 2010. Continuar leyendo «Burger King packaging draws inspiration from Warhol»

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