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The effects of globalisation on burger king

It is present in 89 countries with over ten thousand restaurants.

In France, after the 1997 fail of implantation, the king of Burgers decided to come back with a new adapted strategy in 2011. The year 2014 is considered to be the year of all hopes and success for the brand with the opening of 25 new restaurants around the country.

Globalization: Burger King and Faeries

By choosing to remain in Paris instead of occupying the entire territory Burger King did not have enough visibility to stay alive against his competitors and acquire a reputation. Indeed, according to George Panayotis CEO of MKG business consultinga fast food chain needs at least between 150 ad 200 restaurants to survive on a tough market like France.

Burger King’s conquest of France – Group 61 – Sophia-Antipolis

At this time, they had only 39 of them throughout the territory essentially concentrated in Paris as we said before. They did not make enough innovations and did not use enough the drive-in compared to its competitors, which was a key to its success. The reduced number of restaurants did not enable them to make any economy of scale. This resulted in low profit and very short communication and marketing budget.

  1. Meals in France are an important moment of sharing and must not be taken in a rush.
  2. During all these years the only way for French people to eat Burger king was to go abroad which became a must have and exclusive product. This created positive publicity and feeling of excitement, showing a desire of come back from French consumers.
  3. At this time, they had only 39 of them throughout the territory essentially concentrated in Paris as we said before. This created positive publicity and feeling of excitement, showing a desire of come back from French consumers.
  4. This could also be seen as a cautious strategy from Burger King to avoid repeating past mistakes. Most, including myself, felt the American fast food restaurants such as Burger King were inauthentic.
  5. This could also be seen as a cautious strategy from Burger King to avoid repeating past mistakes.

France being the greatest consumer of sandwiches, the fast food sector only represents 4. French culture is very attached to its healthy and diversified gastronomy.

Meals in France are an important moment of sharing and must not be taken in a rush. Following this bitter failure in 1997, Burger King re-assessed its strategy to make its come back in 2011 starting with the opening of 2 restaurants. Since its stepping down from France, there were lots of rumours concerning its possible come back but they never aroused it.

During all these years the only way for French people to eat Burger king was to go abroad which became a must have and exclusive product. This created positive publicity and feeling of excitement, showing a desire of come back from French consumers. This could also be seen as a cautious strategy from Burger King to avoid repeating past mistakes.

According to this new strategy they chose to develop partnerships with Autogrill and Olivier Bertrand who owns 250 restaurants in France. This enabled Burger King to access competitive places for its restaurants and gain visibility. The French public became loyal to the brand due to a qualitative image. In 2014, Burger King is expected to open 25 more restaurants on the territory. After its first try on the French market, which resulted in failure, Burger King is now adopting a new effective strategy that is starting to pay off.