How A Burger King Franchise Can Succeed in A Competitive Fast Food Industry: A Case Study

Abstract

In a 2017 annual review of two Burger King locations, franchise owners discovered that their two prominent establishments were struggling in terms of growth and competitiveness. Although located in short proximity to young consumers, i.e., college and high-school students, the owners realized that these stores competed not only with other fast food brands but also with the growing number of fast casual chains, ethnic cuisine restaurants, and convenience store establishments. They also noticed that their target segment, Millennials, had become more health conscious and exhibited an increasing desire to diversify their palates. As a result, the franchisees struggled to meet Millennials’ expectations in terms of their menu items. In addition, they recognized that they had not kept up with innovative technology, such as mobile apps for ordering and delivering fast food items, that had been gradually adopted by competitors. Thus, the owners of the two Burger King locations were faced with two key challenges: (a) how to stay competitive and (b) how to be more attractive to Millennials.