Process and Physical Evidence Burger King

Process

* A Burger King strategy has focused the customer segment that spends the most money at its restaurants. These young men and women visit fast-food burger chains on average almost 10 times per month.
* The company has employed a combination of “loss leader” promotions” coupled with upsells of more expensive menu items, specifically higher-margin French fries and soft drinks.
* Recently Burger King has concentrated on adding restaurants and entering new strategic markets. They have added over 400 new restaurants in the last three years.
* The company seeks to further growth and popularity via its innovative marketing promotions such as the King television commercials.

Physical Evidence

* Burger King, based in suburban Miami, Florida, operates more than 11,900 restaurants in all 50 states including 107 in Alabama, 122 in Arizona, 336 in Michigan and 547 in its home state of Florida.
* Burger King has an internet presence via its website BK.com. The site provides company information such as a video history of the company, press releases, and stock information.
* The company is in the process of reinventing its image via key changes in its decor. Its new restaurants will feature modern, box-like architectural lines and urban-industrial building materials, including corrugated metal. (marketing teacher)



See also : hanamasa


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