Examples of Students Essays

Mcdonald in India Essay Example

Mcdonald in India Essay

Case Study Individual Report – International Management 15/02/2012 McDonald’s in India by Kishore Dash Until late 1980s, India was a very closed and protective country in terms of economic, political and social perspectives – Mcdonald in India Essay introduction. However, after this period dramatic changes happened in all of these areas. At the time, the political leaders pursued policies of economic nationalism but these policies were inefficient and by 1990, India was facing a severe economic crisis.

In response, the government introduced a series of liberalization policies designed to decrease the government control. The Indian social values also start changing in the late 1980s, there was an increasing acceptance of foreign culture. With this wide range of reforms in the 1990s combined with the large consumer market there were enough incentives for McDonald’s to enter in the Indian market. Before opening their first restaurant, McDonald’s spent many years planning and researching Indian market.

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The fast food company had a very well defined entering strategy, it wanted to get accepted and blend into local Indian cultural. To succeed in this objective, the restaurant developed a variety of strategies with especial focus on Indian consumers. McDonald’s was very concerned with Indian religious sensibilities, consumer’s food habits and with potential confrontations with the government and political activists. Most people do not eat beef and pork and prefer vegetarian foods, so McDonald’s created a menu that is specifically designed to Indian consumers introducing local products.

Although trying to appeal all ages, the company positioned itself as family restaurant, in order to meet the changing family system and Indian social values, since is a country in which children are the family priority. Regarding the Indian Government, as long as the company pursues the purpose of creating employment opportunities and meet the government’s standards for regulation on food, health and hygiene, the support would follow.

Concerning the possible confrontations with activists, McDonald’s has created many green and community programs in order to increase awareness of an active and healthy life and to promote and increase solidarity in India. McDonald’s set up a well-established supply chain in order to operationalize its practiced QSCV (quality, service, cleanliness and value), to enjoy flexibility in pricing since Indian consumers were very price sensitive and to launch a new product when necessary. McDonald’s and its international suppliers worked with local companies to develop products that meet the restaurant quality tandards and at the same time to help them to improve their ability to compete in international markets. In terms of Location, McDonald’s decided to set up two joint ventures in Mumbai and Delhi. Logistics plays a very important role on the location strategy and so McDonald’s decided to establish restaurant closed to their two distribution centers in India. Despites these efficient and good strategies, McDonald’s has to face many challenges such as high costs, constant pressure to introduce new products and the need of extensive investments to expand the business.

One of the possible solutions could be to arrange a partnership with the Indian Government in order to get the funds necessary to expand since the restaurant is giving so much to the country and contributing the development of Indian economy. McDonald’s could also try to utilize existing facilities instead of create everything from “scratch” as a way to reduce costs in the expansion for other Indian cities. Ana Filipa Conduto, n? 10175

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The Wendy's Company Strategy Essay Example

The Wendy’s Company Strategy Essay

The Wendy’s Company Dave Thomas opened our first Wendy’s restaurant in 1969 in Columbus, Ohio – The Wendy’s Company Strategy Essay introduction. He opened the door to a new gold standard in quality food. When other restaurants were using frozen beef and mass-producing food, Dave developed an innovative method to prepare fresh, made-to-order hamburgers. Every day, we honor his legacy and continue to live through his values by using select, premium ingredients and serving food that’s made fresh with every order. Corporate Profile The Wendy’s Company (NASDAQ: WEN) is the world’s third largest quick-service hamburger company.

The Wendy’s system includes more than 6,500 franchise and Company restaurants in the U. S. and 27 other countries and U. S. territories worldwide. Wendy’s Vision Statement When everyday people sort through all the ‘spin’ there is one quick-service restaurant that is ‘A Cut Above’… that’s Wendy’s … we stand for honest food … higher quality, fresh, wholesome food … prepared when you order it … prepared by Wendy’s kind of people … people that believe this is My Wendy’s … we do it Dave’s Way … we don’t cut corners. Wendy’s Mission Statement:

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Wendy’s provides its employees with “What We Believe” guidelines, which serve as both an internal mission statement and an external customer service goal. For those that put on the Wendy’s nametag, this is “What We Believe”: * QUALITY IS OUR RECIPE – We don’t cut corners on our products, service, or employees! * TREAT EVERYONE WITH RESPECT – Be genuine and kind and lend each other a helping hand! * DOES THE RIGHT THING – Honesty and integrity are rules we live by! * PROFIT MEANS GROWTH – Teamwork is the key to our success! GIVE BACK – Make your community better every day! Wendy’s Strategy The case objective was to analyze Wendy’s previous and current strategy. Wendy’s success is based on the combination of product differentiation, market segmentation, quality food, quick service, and reasonable prices. We will talk about each on the following: Product differentiation: The most important product of Wendy’s is the “old fashioned” hamburger. This is a hamburger made from fresh beef and is squared in a unique shape so as to differentiate from the others’.

Wendy’s made the concept of “limited menu” that just includes four main products so as to be convenient for customers to choose the food. Market segmentation/development: Young adults and adults are the main target customers of Wendy’s when it is found. The target group is sufficient in size to merit disproportionate attention and it is growing over time. Its potential profitability is considerably greater than its size. Quality food: “Quality is our recipe” is the permanent part of Wendy’s logo.

In Wendy’s, Quality not only just means the food they served but also includes the way they treated customers and employees. Wendy’s quality services range from “old fashioned” hamburger which is made from fresh beef that was cooked to order and served directly from the grill to customers, to the layout of their restaurant and franchises that is specially designed. Quick service: Dave’s initial goal is to build the first restaurant in Columbus that can get a really good hamburger without waiting 30 minutes.

Wendy’s set a dining room that is designed to seat 92 customers, and a pick-up window to serve drive-thru customers in every restaurant and expand the scale continuously. ” Now we will try to find out constantly strategy based on time, incident of Wendy’s International on another page. Please see it …… Now we will try to find out constantly strategy based on time, incident of Wendy’s International. Strategies are as follows: Time| Incident| Strategy| 1985| Opening more than 3500 restaurant at Ohio. Market Development| 1970| It was the first in the industry to introduce the convenience of a “drive-through-windows”. | Related Diversification & Market Development| 1980| Wendy’s climbed to fame with its commercials, like “where’s the beef? And the soviet Fashion show. ”| Market Penetration| 2006| Wendy’s was also the first to demonstrate its commitment to providing healthy food choices. And announced that they are using healthy oils in the preparation of most of oils food item. Differentiation Strategy &Product Development| | “Open 26 company owned restaurant in North America”| Market Development| | “Open 96 franchises restaurant in North America”| Market Development| | It operates in United State and 20 foreign countries| Market Development| | Company spent $134 million in marketing and advertising. | Market Penetration| 2007| Wendy’s plant to focus expansion of its core operations in North American location by opening 80 to 110 new company restaurant and franchises. | Market Development| $$$$$$$$$$ END OF CASE STUDY $$$$$$$$$$

Examples of Students Essays

McDonald's: The coffee spill Essay Example

McDonald’s: The coffee spill Essay – Part 2

1 – McDonald’s: The coffee spill Essay introduction. What are the major issues in the Liebeck case and in the following incidents? Was the lawsuit “frivolous” as some people thought, or serious business? The major issues in this case include how hot the coffee should be, when to draw the line on making a case outrageous and how corporations are supposed to please customers without worrying about being sued. I believe that the lawsuit was frivolous because of the amount of money that was being asked for. It is common sense that when you order coffee or any other hot beverage that contents will be hot.

I feel that it was the fault of Liebeck and although this is the case, McDonald’s should have paid the medical bills and settled out of court before it was blown out of proportion. 2. What are McDonald’s social (economic, legal, and ethical) responsibilities toward consumers in the Liebeck case and the other cases? What are consumers’ responsibilities when they buy a product such as hot coffee or hot hamburgers? How does a company give consumers what they want and yet protect them at the same time?

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McDonald’s responsibilities are to be honest and fair economically, legally and ethically. Any business should keep the safety of their customers in mind and if an incident does occur, take responsibility. Consumers are responsible for situational awareness. They should pay more attention to what they are doing and if something does occur, consumers should act within reason and not try to get every cent from the company they can. It is impossible to keep everyone happy. 3. What are the arguments supporting McDonald’s position in the Liebeck case?

What are the arguments supporting Liebeck’s position? McDonald’s stated that Liebeck had only herself to blame for placing the cup between her legs. It was also stated that Liebeck failed to leap out of the seat allowing the coffee to penetrate her clothing and burning her. A burn expert for Liebeck stated that 170 degree coffee is capable of causing second degree burns within 3. 5 seconds. It was also argued that 700 complaints, equal to one in every 24 million cups sold, is trivial.

This statement was supposed to help McDonald’s but in turn helped Liebeck. 4. If you had been a juror in the Liebeck case, which position would you most likely have supported? Why? What if you had been a juror in the pickle burn case? If I were a juror in this case or the pickle burn case, I would have most likely supported McDonald’s. I feel that people should show a little more common sense when they order food. Most people want to get their food while it is still hot so why don’t people sue when food is too cold?

On the other hand, McDonald’s should make the warning on the cup larger and warn consumers as they order. 5. What are the similarities and differences between the coffee burn case and the pickle burn case? Does one represent a more serious threat to consumer harm? What should McDonald’s, and other fast food restaurants, do about hot food, such as hamburgers, when consumers are injured? Both the coffee case and the pickle burn case have one big thing in common. Both cases are against McDonald’s.

Both cases are based on the same complaint, too hot, but the burns resulted from different sources. As I stated above, fast food restaurants should make labels larger as well as give a verbal warning. Maybe they should make the entire wrapper or cup a warning. I cannot however agree to lower the temperature. I feel that if a customer wishes to have a cooler beverage, ask the server to pour a little cool water in it to cool it off. As far as food is concerned, consumers should have the common sense to wait. 6. What is your assessment of the “Stella Awards?

Is this making light of a serious problem? I think that the Stella awards are funny. They show us what people are willing to sue over and how outrageous the cases can be. The serious problem that I see is people are losing more and more common sense and businesses are paying for it. 7. What are the implications of these cases for future product-related lawsuits? Do we now live in a society where businesses are responsible for customers’ accidents or carelessness in using products? We live in a society that is growing older.

Does this fact place a special responsibility on merchants who sell products to senior citizens? I feel that we are living in a world where businesses are responsible for consumer carelessness and accidents. Senior citizens should be warned over and over if a product is hot but should not place a special responsibility on merchants that sell to senior citizens. As far as implications, for the court systems to remain fair, damages should and need to be given to all but it does not have to be millions and millions of dollars.

Examples of Students Essays

Pestel Analysis of Mcdonalds Essay Example

Pestel Analysis of Mcdonalds Essay

PESTEL Analysis of MaCdonalds 1 – Pestel Analysis of Mcdonalds Essay introduction. OVERVIEW McDonald’s Corporation  is the world’s largest chain of hamburger fast food restaurants, serving around 68 million customers daily in 119 countries. Headquartered in the United States, the company began in 1940 as a barbecue restaurant operated by Richard and Maurice McDonald; in 1948 they reorganized their business as a hamburger stand using production line principles. Businessman Ray Kroc joined the company as a franchise agent in 1955. He subsequently purchased the chain from the McDonald brothers and oversaw its worldwide growth.

A McDonald’s restaurant is operated by either a franchisee, an affiliate, or the corporation itself. The corporation’s revenues come from the rent, royalties and fees paid by the franchisees, as well as sales in company-operated restaurants. McDonald’s revenues grew 27 percent over the three years ending in 2007 to $22. 8 billion, and 9 percent growth in operating income to $3. 9 billion Currently, its divisions operate in all over the world in beverages, snack foods, and restaurants.

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The corporations increasing success has been based on high standards of performance, marketing strategies, competitiveness, determination, commitment, and the personal and professional integrity of their people, products and business practices. McDonald’s believes their success depends upon the quality and value of their products by providing a safe, whole some, economically efficient and a healthy environment for their customers; and by providing a fair return to their investors while maintaining the highest standards of integrity. 2.

PESTEL Analysis of MacDonald’s India * Political McDonald’s entered India in the year 1996 when the fast food retail market in India was at a nascent stage. Encountered with several challenges in the beginning in terms of adapting to the tastes, preferences and culture of the local customers, changing the perception of Indian consumers towards American food habits, obstruction from political parties, issues with distribution, designing a proper supply chain to training the employees on McDonald’s standards. McDonald’s has it different policies rules and egulations, and because of that it has its own license of restaurants which is controlled by the government for health, workers protection, and environment. Even then there was some quarrel in the McDonald’s franchise in India. There where some violation of religious laws pertaining to the contents of food. According to them the meat used by them in their foods was completely hateful to the Hindu religion in the said market. And also same situation were faced in for using ham and pork in there foods because using this content are not accepted by the peoples as it is in opposition to Muslim religion.

So, this is also one type of political factor faced by McDonald’s. There are also other studies those points to the infringement of McDonald’s Stores with reference to the existing employment laws in the target market. Like any business venture, these McDonald’s stores have to contend with the issues of employment procedures as well as their tax obligations * Economical Organisations in the fast food industry are not excused from any disputes and troubles. Specifically, they do have their individual concerns involving economic factors.

Branches and franchises of fast food chain like McDonald’s has to face many problems due to economic factors such as inflation, exchange rates, recessions, income and interest rates. The customers consequently are faced with a stalemate of going over their individual budgets whether or not they should use up more on these foreign fast food chains like McDonalds. Hence, these chains may have to put up with the issues of the effects of the economic environment. McDonald’s import much of their raw materials into a specific country’s territories if there is a dearth of supply.

Exchange rate fluctuations will also play a significant role in the operations of the company. The company will also have to consider the economic standing of the country on which they operate on. The rate at which the economy of that particular country grows determines the purchasing power of the consumers in that country. Hence, if a franchise operates in a particularly economically weak country, their products shall cost higher than the other existing products in the market, then these franchises must take on certain adjustments to maintain the economies of scale.

However in case of India the company has been able to maintain a constant level of prices for their products. * Socio-Cultural Factors McDonald’s indulge a particular variety of consumers with definite types of personalities. It has also been noted that the company have given the market like India, an option with regards to their dining needs. McDonald’s has launched a sensibly valued set of food that tenders a reliable level of quality for the respective market where it operates customers. the peoples who were below 35 age were the most frequent customer as a food was like by them, and as there was a free gifts for the children’s so they were the next high customers. McDonald’s is becoming a multi-faced character of business. They establish a good system in determining the needs of the market. The company uses concepts of consumer behaviour product personality and purchasing decisions to its advantage which is clearly evident in case of India as the company was quick in removing their Pork and Mutton products from India’s menu.

It is said to have a major influence on the understanding of the prospective performance of the organisation in a particular market. The main intention of the company it’s to earn profit and it is possible through the more numbers of customer’s. It does not only serve the peoples but also bring changes in people’s way of living, faction and tradition. * Technological Factors McDonald’s uses very low technology but uses its idea to generate demand for their products. McDonald’s are inclined to interest the younger populations more.

The company’s key tool for marketing is by means of Online Facebook and Google ads, Collaboration with websites like Snapdeal and Timesdeal to promote sales in India, television advertisements, banners and hoardings. The existence of ‘play spots’ as well as ‘toys in meals’ offered by the company shows this actuality. They employ animated depictions of their characters like Grimace, Ronald and Ham burglar. Other advertising operations employ popular celebrities to promote their products. The ‘like’ has become endorsers for McDonald’s worldwide “I’m loving it” campaign.

The improvement of the inventory system as well as its supply chain allows the company to operate in an international context. * ENVIRONMENTAL FACTORS Market never remain stable because it’s always goes on changing depend on the type of product produced in the business. The social responsibilities of McDonald’s on the country are influential to the operations of the company. These involve accusations of environmental damage. Among the reasons why they are charged with such claims is the employ of non-biodegradable substances for their drinks glasses and Styrofoam coffers for the meals.

Several civic groups in India have made actions to make the McDonald’s franchises in India aware of the rather abundant use of Styrofoam containers and the resultant abuse of the environment. * LEGAL FACTORS There has been the recurrent bellowing in opposition to the fast food industry. This has similarly made McDonald’s apply a more careful consideration on their corporate social responsibilities. On the whole, this addressed the need of the company to form its corporate reputation to a more positive one and a more socially responsible company. The reputation of McDonald’s is apparently a huge matter.

Seen on the website of the company, it seems that they have acquired strides to take in hand the key social censures that they have been berating them in the past decades. The company has provided their customers the relevant data that they need with reference to the nutritional substances of their products. This is to attend to the arguments of obesity charged against the products of the company. In the same way, the consumers provided freedom in choosing whether or not they want to purchase their meals. This is tied up with the socio-cultural attributes of the market on which they operate.

For instance, operations in predominantly Muslim countries require their meat to conform to the Halal requirements of the law. In the same regard, those that operate in countries in the European Union should conform to the existing laws banning the use of genetically modified meat products in their food. This was prime reason which forced McDonalds to eliminate beef, pork and Mutton out of India’s product menu. Other legal concepts like tax obligations, employment standards, and quality requirements are only a few of important elements on which the company has to take into consideration. Otherwise, smooth operations shall be hard to achieve.

Examples of Students Essays

Burger King: a Whopping Strategy En Route to Recovery Essay Example

Burger King: a Whopping Strategy En Route to Recovery Essay

Burger King: A Whopping Strategy En Route to Recovery Siohong Tih At the end of 2002, Burger King, the second largest fast food hamburger chain in the world, was in financial trouble – Burger King: a Whopping Strategy En Route to Recovery Essay introduction. Sales were dropping and its franchisees were confronted with heavy debts. One after another, its franchisees including its largest independent franchisee, AmeriKing, filed for bankruptcy protection. Burger King US’ sales in 2003 dropped to US$7. 9 billion from US$8. 3 billion the previous year. Burger King’s introduction of salad and chicken baguette sandwiches in its menu as a response to fight obesity made no significant impact on sales.

The CEO of Burger King, Brad Blum was then assigned to find ways to restore Burger King’s market position and image. The key concerns were the financial situation, the marketing strategies associated with the menu, and the promotion of best practices in management. COMPANY BACKGROUND In 1954, James McLamore and David Edgerton founded Burger King Corporation (BKC) in Miami. It started with a simple meal concept where families were served reasonably-priced broiled burgers. A drive-in facility made the eating-out experience highly convenient. Burger King also introduced dining rooms.

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Back then, it was the first, fast food outlet that offered such luxury. Three years later, Burger King introduced the “Whopper” burger in This case was written entirely from published sources and was prepared as a basis for class discussion. It is not in any way intended to illustrate either effective or ineffective handling of a managerial situation. The author would like to thank New Fong Yen, a UKM MBA student, for her assistance in preparing this case and Encik Ahmad Ikram Abdullah (a Fellow at Institute of Strategic and International Studies Malaysia) for editing this case. 95 Proceedings of …Seminar 2009: Case Studies in Malaysia ts menu. As the name implies, Whopper is a big-sized burger with sauce, cheese, lettuce, pickles and tomatoes specially prepared for those with a huge appetite. The introduction of Whopper was very successful and it soon became Burger King’s flagship product. BURGER KING’S FRANCHISE CONCEPT To speed up expansion, Burger King actively pursued the franchise business model. However, there was a difference. Its franchisees both owned and managed their outlets independently. The two founders of Burger King took their initial payments and left their franchisees pretty much on their own.

In addition, Burger King sold exclusive territorial rights to investors and large business operators. These large business operators bought the territorial rights, build as many stores as they could possibly wish and even sold part of the territorial rights to other investors. These other investors in turn, diversified the business offerings in their restaurants. It was apparent that with this approach, McLamore and Edgerton had either very little or totally no control over the franchisees’ business operations. Nevertheless, the system was showing good results and business expanded rapidly [2, 5, 6].

With this unique franchise method, Burger King was heavily dependent on its franchisees. In fact, franchisees represented more than 10,000 of Burger King’s almost 11,000 restaurants worldwide and contributed a substantial portion towards the chain’s performance. Burger King’s franchisees owned the stores instead of Burger King [3]. Also, with this highly independent structure, it is almost impossible to maintain consistent quality and service standards [8]. BURGER KING MANAGEMENT Burger King began with five restaurants in Florida. It was not long before he number increased with more restaurants being opened nationwide. In 1967 however, James McLamore and David Edgerton decided to sell the Burger King Company to Pillsbury, a home baking food giant. At that time Burger King was fast growing into becoming the third largest fast-food chain in the US. McDonald’s lead as the industry leader was getting thin. Burger King: A Whopping Strategy En Route to Recovery 96 The deal included sale of 274 stores and was worth US$18 million [5, 6]. It marked the beginning of more changes in Burger King’s history as the company saw itself bought and sold to many different owners.

In 1989, Grand Metropolitan PLC bought Pillsbury for US$66 a share or approximately US$5. 7 billion. As a result, Pillsbury became part of Grand Metropolitan’s worldwide system of food and retailing business. In 1997, Grand Met merged with Guinness to create Diageo PLC [10]. Diageo allowed some Burger King operators to manage more than 200 restaurants [9]. In November 2002, Burger King fast food chain under Diageo was purchased by a management buy-out team composed of Texas Pacific Group (TPG), Bain Capital Partners and Goldman Sachs Capital Partners for US$ 2. 6 billion (GBP1. 45 billion), resulting in another major management change within the corporate structure. However, Burger King continued to be managed by its existing Chairman and Chief Executive John Dasburg with some major changes made in its marketing division [8, 10]. Nevertheless, this frequent and long history of management change resulted in a tense and fragile relationship between management and the chain’s operators. It also caused extreme difficulty in making strategic adjustments in response to changes in the highly competitive fast-food industry.

There was a great tendency for Burger King to lose track of its strategic direction [11]. BANKRUPTCY ISSUES Burger King’s operating profit dropped US$27 million in a financial year ending June 2002. The situation deteriorated when AmeriKing, one of Burger King’s largest franchisee filed for bankruptcy in the same year [12]. Later in December 2002, AmeriKing, which operated 329 restaurants, was declared bankrupt [1, 13]. AmeriKing had about US$223 million in assets against US$291 million in debt [9]. One plausible explanation, according to Forbes, as to why these franchisees failed can be traced back to the late 1990s.

Many of these franchisees took too much debt to capitalize on the low interest rates. However, when sales target failed to be met and as a result of declining national and local sales, 28 Burger King outlets in Kansas and Nebraska filed for bankruptcy. [13} 97 Proceedings of …Seminar 2009: Case Studies in Malaysia The declaration of bankruptcy was taken in order to reorganize the US$30 million worth of debts and to secure assets worth up to US$15 million. As a result of bankruptcy filing, the Kansas and Nebraska Burger King outlets stopped making payments in February 2003. This caused further decline in sales.

Later, eight Burger King’s restaurants in Seattle faced possible closure for the same reasons. Between 2001 and 2002, Burger King’s financial condition and the failure of its franchisees in several states contributed a negative impact towards all other Burger King’s franchise owners. The number of Burger King’s restaurants fell from 8,306 in 2001 to 8,146 in 2002 [10]. Burger King had to craft new strategies to check the declining trend. MENU, STORE IMAGE AND PROMOTION In terms of menu initiative, Burger King launched a low-fat line of chicken baguette sandwiches in 2002 which cost the company millions of dollars.

Unfortunately, this new product line failed to stimulate sales [11]. Whopper was then introduced and studies later showed that Whopper, which competed head to head with McDonald’s Big Mac, was better preferred by customers. However, the quality of Whopper was inconsistent across different markets and franchisees [14]. This was illustrated in a statement by Alan Vituli, Chairman and Chief Executive of New York-based Canon: “2003 was a year of great opportunity in the quick-service hamburger restaurant industry. Many of our competitors were successful in esponding to these opportunities; unfortunately, the performance of our Burger King restaurants suffered during 2003 from the ineffectiveness of a number of unsuccessful systems-wide marketing and product initiatives. ” [11]. Company issues continued to pose a threat to business performance. They included dirty stores, poor service and menu missteps. Top company executives admitted that it was in fact a tougher job than expected to fix a dull menu, dirty stores, and debt-laden franchisees at Burger King’s 11,300 restaurants. Richard W.

Boyce who was a Texas Pacific Partner and Chairman of Miami-based Burger King [9] said, “When you acquire something in a downward trajectory, it doesn’t bounce immediately. ” Alvaro M. Cabrera, the Chairman of Burger King: A Whopping Strategy En Route to Recovery 98 Miami-based Heartland Corp. , who had been operating Burger King’s franchise for 18 years, echoed the sentiment by identifying debt and poor store location as restricting factors [9]. During the past decade, Burger King engaged many advertising agencies but never got the right match between its products and advertising message.

For example, in targeting obesity-concerned and health-conscious consumers, Burger King offered salad and chicken baguette sandwiches. The impact on sales was minimal. On the other hand, competitors such as McDonald’s and Wendy’s offered hamburgers and fried chicken, and their sales increased [15]. Another advertising issue was the lack of branding initiatives. Although Burger King spend more on promotional giveaways such as toys and free drinks, the branding component seemed to be absent from Burger King’s advertising campaign [8]. SALES PERFORMANCE

Despite favourable across the board industry performance, Burger King US sales in 2003 dropped to US$7. 9 billion from US$8. 3 billion in 2002. Industry leader, McDonald’s, recorded increased sales to US$22. 1 billion in 2003 from US$20. 3 billion in 2002 while sales by Wendy’s rose to US$7. 4 billion from US$6. 8 billion during the same period [15]. McDonald’s and Wendy’s have continued to grow. Industry analysts believed that Wendy’s remarkable growth could even outpace Burger King’s and might even edge Burger King from the number two position in the US.

Wendy’s had 6,128 outlets in the US at the end of 2003 and each store average annual sales was US$1. 294 million, 30% more than Burger King’s [4]. THE ROAD TO RECOVERY Something needed to be done to check against the decline. Burger King’s latest owners, Texas Pacific Group (TPG), Bain Capital Partners and Goldman Sachs Capital Partners invested more than US$100 million in an effort to turn around the company. This included redesigning store image, restructuring the finances, segmentation and management of the menu offerings as well as a more effective marketing and communications campaign. 9 Proceedings of …Seminar 2009: Case Studies in Malaysia STORE IMAGE REDESIGN Blum, the CEO of Burger King had dirty or poorly managed stores temporarily closed. New customer-service standards were introduced. A Dallas store was the first to cease operations in February 2004 followed by a Michigan store in March 2004. Burger King needed to close 1,000 of the chain’s 7,727 outlets in the U. S. over the next 18 months [9]. A makeover of its 11,000 stores was put in place. A total of 600 stores got new signage and 200 stores were built with a completely new store design. Using new-age rchitecture, the stores were punctuated with bright colours. In addition, customized video games and indoor play areas were also placed in these stores. As for drive-through design, the stores were equipped with digital sound and outdoor screen to show customers their order. Clear bags were used in packaging to make it more attractive and to allow customers to see the items they purchased. However, the re-branding exercise through enhanced store image caused significant financial implication. According to estimates, a complete store redesign costs USD 250,000 to USD 750,000 per store.

With the store redesign effort, company strategists expected However, the recorded figures showed an average sales increase in sales of up to 30%. increase of between 12% and 17% only. Some stores recorded a 35% sales increase but they were few in number. From Burger King’s view, the new look would stand out amongst its competitors. Consumers would be inclined to ignore Burger King’s competitors and would be attracted to patronize its stores [3]. Another business strategy to further boost sales was the decision on May 2008 to extend business hours beyond 2 a. m. , Thursdays through Saturdays.

This strategy is a direct attack on McDonald’s stores which had already extended their business hours to late nights, resulting in improved sales of 9% to USD22. 79 billion in 2007 for McDonald’s[16]. FINANCIAL RESTRUCTURING In response to the debt problem faced by its franchisees, Burger King set up the Franchise Financial Restructuring Program. In August 2003, this program was widely accepted and about 2,540 restaurants participated. The company wrote off about US$106 million in debts of its US operations from December 2002 to June 2005. This amount consists of uncollectible Burger King: A Whopping Strategy En Route to Recovery 00 royalties, advertising and rent. Blum hired Trinity Capital, a Los Angeles-based franchiseturnaround specialist to assist its ailing franchise operators and negotiated with their lenders and restructured its debt [13, 9]. SEGMENTATION AND MENU MANAGEMENT More new and strategic initiatives were introduced taking into consideration findings based on market research. From past experiences, Burger King realized that consumers would not look at fastfood chains for health food [15]. The company discovered that fast-food eaters made up of only 18% of the population, which accounted for almost half of the company’s profits.

Through its market research findings, it was found that the best customer group to target were men aged 18 to 34. Based on the findings also, the company further segmentized the market by creating another customer sub-group profile called “superfan”. These were people who patronized Burger King five times a month and ate fast food 16 times a month. The company then planned the introduction of more menu offerings such as extra spicy chicken burgers and coffee with 40% more caffeine that targeted these segments. [17, 18]. An ad featuring a creepy, cool and hype character known as “The King”, was developed. The King” was portrayed together with large sandwiches like Burger King’s Enormous Omelette. This campaign managed to boost sales by 9% in the second half of 2004 and the first quarter of 2005 [19]. In terms of product pricing, Burger King’s strategy was more back to basics. focused on its flagship product – the Whopper. It In 2004, Blum introduced several new premium products – tender-crisp chicken sandwich, fire-grilled chicken salad and hefty Angus steak burger. These new products were aimed at families and Burger King fans, especially blacks and Hispanics [9, 11].

In 2005, while McDonald’s offered salad for diet and health buffs, Burger King did the opposite – it introduced the “Enormous Omelette Sandwich” which was what people love in a breakfast sandwich. It had twice the size and twice the satisfaction. This was consistent and ran well with its promotional slogan “Have it your way”. Consequently, breakfast sales increased by 20% as Burger King cater to the hardcore fast-food addicts [17]. Furthermore, in response to McDonald’s Dollar Menu and Wendy’s International Super Value Menu, 101 Proceedings of …Seminar 2009: Case Studies in Malaysia

Burger King introduced its own Value Menu in 2006 [20]. These steps of improved menu offerings provided hope for recovery. MARKETING COMMUNICATIONS Advertising expenditure was part of a companies’ effort in marketing. Realizing the weakness of its promotional campaign, Blum designed a new strategic marketing plan in 2003 that emphasized quality in place of discounts or other sales promotion. This strategy included a long-term branding campaign that included a 30 and 60-second radio and TV commercial as well as an increase in the usage of network TV as a media of communications [12].

In 2004, a new campaign re-introducing Burger King’s “Have it Your Way” slogan that was initiated in the 1970s, was said to have contributed to store sales growth of 4. 4%. It also introduced the “made-to-order challenge”, where half of all sandwiches ordered were customized [9, 15]. In addition to extending the operation hours, Burger King increased its breakfast offerings and kids’ meal promotion. “The King” too was not spared. It had a page on MySpace. com, the popular social networking web site. This marked the company’s shift to online advertising aiming at a younger audience [21].

Burger King’s value menu and the Microsoft Xbox 360 video game promotion spurred sales in the United States. The strategy to co-brand Burger King with Microsoft was very successful. Blum said that more than 3. 2 million Burger King-branded Xbox 360 games were sold at USD3. 99 each [20]. IMPROVED PERFORMANCE In 2004, Burger King started to show a modest turnaround. Burger King recorded a notable upturn in sales. Store sales from February to March 2004 increased more than 4%, compared to the same period a year ago [11]. In the last half of 2005, Burger King’s total revenue increased 5% to USD1. 2 billion, income from operations increased 29% to USD142 million and net income increased 9% to USD49 million [22]. The company managed to achieve total sales of US$1. 94 billion and a profit of US$47 million in fiscal year ended June 30, 2005 [19]. Average sales per restaurant were up 11% for eight consecutive quarters. According to the recorded nine months ending March 2006, Burger King reported a net income of Burger King: A Whopping Strategy En Route to Recovery 102 USD37 million on sales of USD1. 5 billion. Even though sales in 2006 increased compared to 2005 sales of USD1. billion, the net income was slightly lower compared to the same period in 2005 which was USD45 million. In terms of cost management, the company was also building smaller restaurants to reduce construction costs by about 25% [13]. Burger King Corporation was listed on the New York Stock Exchange under the symbol “BKC” on May 18, 2006 [2]. According to Wall Street analysts, on average, it was expected that this newly public company will earn 26 cents a share [20]. In November 2006, Burger King’s stock traded around USD17 per share. A year later, the stock traded close to USD28 per share [23].

J. P. Morgan analyst contended that Burger King’s favourable earnings record was also derived from a lower tax rate and a drop in food and paper costs [20]. MOVING FORWARD Burger King, the world’s No. 2 hamburger chain planned to introduce several new menu offerings that include two specialty Whoppers, a Wrap, Smoothies and even macaroni and cheese for children. The company also planned to open more new restaurants (300 more restaurant in 2008 and redesign existing ones). Cooking facilities will be improved, employing a new broiler that cooks better burgers.

It would continue running the advertisements with pop culture, promotional campaigns with movies, video games and sports. This followed the huge success the company had with advertising blitzes that featured The Simpsons, Transformers, Spider-Man 3 and the Xbox game system. These co-branding strategies were aimed at boosting Burger King as a fresh and happening brand in the minds of fast food consumers [18]. The company showed strong commitment as it confidently marches along to meet its financial and development objectives for the year.

It planned to adopt proactive portfolio management, including the closure of under-performing enfranchising and acquisitions. In the fourth quarter of 2008, the company launched the Steakhouse Burger platform which offered customers a premium steak dinner. Other new offerings in addition to the Breakfast Value Menu include the Cheesy Bacon BK Wrapper (TM), the new nutritionally balanced BURGER KING (R) Kids Meal, featuring BK (TM) Fresh Apple Fries with low-fat caramel dipping sauce, KRAFT (R) Macaroni & Cheese and HERSHEY’s 1% Low Fat restaurants and strategic 103 Proceedings of …Seminar 2009: Case Studies in Malaysia

White Milk. These new meal for kids satisfy parent’s demands for nutrition and convenience as well as the children’s appetite for fun and great-tasting food [25]. In anticipating future trends, Burger King has identified the changing attitude of American consumers where the majority of them would prefer to order their burgers and fries via drive-ins. Burger King estimated that about 65% of total fast food consumer purchases will be done via drive-ins and only about 15% of consumers enter restaurants to take away. Thus, existing company outlets are too large to accommodate the remaining 1 n 5 customers [26]. How to respond to this new consumption trend would be a critical step in determining the company’s continued future success. Burger King: A Whopping Strategy En Route to Recovery 104 APPENDIX A. BKC Income Statement Burger King Holdings, Inc. and Subsidiaries Condensed Consolidated Statements of Income (Unaudited) (Dollars and shares in millions, except for per share data) Increase / (Decrease) ————————-2007 $ % ——— —————$ 403 109 27 ——–539 346 115 15 $ 33 20 2 ——–55 32 11 14 8% 18% 7% 10% 9% 10% 17% NM

Three Months Ended March 31, Revenues: Company restaurant revenues Franchise revenues Property revenues Total revenues Company restaurant expenses Selling, general and Administrative expenses Property expenses Other operating (income) expense, Net Total operating costs and Expenses Income from operations Interest expense Interest income Interest expense, net Income before income taxes Income tax expense Net income Earnings per share – basic Earnings per share – diluted Weighted average shares – basic Weighted average shares – diluted (1) (1) 2008 ——-$ 436 129 29 ——-594 378 126 (6) ——– 2 (8) ——— ——— 13 477 ————–81 62 17 18 (0) (0) ————–16 17 ——— ——–65 45 24 11 ——— ——–$ 41 $ 34 ====== ===== $ 0. 30 $ 0. 30 135. 2 137. 5 $ 0. 25 $ 0. 25 134. 4 137. 2 36 8% ——–19 31% (1) (6)% 0% ——–(1) (6)% ———20 44% 13 118% ———$ 7 21% ====== $ 0. 05 $ 0. 05 20% 20% Source: The Company Published Third Quarter Fiscal 2008 report 105 Proceedings of …Seminar 2009: Case Studies in Malaysia APPENDIX B. America’s Top Companies in Food Industries Fortune 1000 rank 106 253 277 415 519 694 772 781 829 992 REVENUES $ millions 23,230. 70 10,416. 00 9,411. 50 5,925. 00 4,376. 90 2,876. 0 2,506. 10 2,469. 90 2,234. 00 1,654. 50 % change from 2006 7. 6 8. 9 20. 9 3. 6 2. 7 4 -5. 2 -32. 5 9. 1 4. 4 PROFITS $ millions 2,395. 10 909 672. 6 201. 4 230 126. 3 162. 1 87. 9 148 60. 5 % change from 2006 -32. 4 10. 3 19. 2 -40. 4 8. 3 16. 9 39. 4 -6. 8 448. 1 10. 5 EMPLOYEES Number 390,000 174,580 172,000 157,000 113,900 42,500 64,000 25,000 39,000 51,092 % change from 2006 -16. 1 4. 8 18 -0. 2 2. 8 -4. 1 -13. 5 -5. 7 5. 4 0. 6 Rank Company 1 2 3 4 5 6 7 8 9 10 McDonald’s Yum Brands Starbucks Darden Restaurants Brinker International Jack in the Box CBRL Group Wendy’s International Burger King Holdings Bob Evans Farms

Source: Fortune May 5, 2008 issue STUDY QUESTIONS The following questions can be included for discussion depending on specific course objectives: 1. 2. 3. 4. Prepare a SWOT analysis. What were the causes that led to a crisis in Burger King? How did Burger King overcome its problems and rebuild itself? What lessons can we learn from the Burger King (U. S. ) experience? Given the facts of the case, what strategies do you think would make Burger King number one in the U. S. fast food industry, and in so doing, take over McDonald’s leading position? REFERENCES [1] Company News: Big Burger King Franchise Chain Files for Bankruptcy (2002, Dec 5).

The New York Times. Retrieved from, http://query. nytimes. com/gst/fullpage. html? res=9A01E7D6153BF936A35751C1A96 49C8B63&n=Top/Reference/Times%20Topics/Subjects/F/Fast%20Food%20Industry [2] Domestic and Global Facts (2008). Retrieved Aug 7, 2008 from Burger King Corporation Website: http://www. bk. com/companyinfo/corporation/facts. aspx [3] Harrington, J. (2000, October 16). The Burger That Would Be King. Times Publishing Company Business; Cover Story, 10E. [4] Unhappy Meal: What’s wrong with Burger King? (2004, Jun 24). Slate. Retrieved July 27, 2008 from, http://www. slate. com/id/2102906 5] History of Burger King. Retrieved July 24, 2008 from The History of Branding Website: http://www. historyofbranding. com/burgerking. html [6] Burger King Corporation. Retrieved July 28, 2008 from Funding Universe Website: http://www. fundinguniverse. com/company-histories/Burger-King-CorporationCompany-History. html [7] Company History. (2005). Retrieved July 24, 2008 from Burger King Corporation Website: http://www. burgerking. ca/en/1122/index. php. [8] Thin times ahead for Burger King? (August 1, 2002). Marketing Week, 19. [9] Burger King’s Reign of Error. (2004, March 29).

Business Week-News Analysis. Retrieved July 31, 2008 from http://www. businessweek. com/bwdaily/dnflash/mar2004/nf20040329_5044_db016. htm [10] Bankruptcy News Room. (2006, July 28). Burger King Bankruptcy & Creditors. Retrieved on Aug 8, 2008 from BankruptcyLawFirms (part of ExpertHub Network) Website: http://www. bankruptcylawfirms. com/Burger-King-Dethroned. cfm [11] Garber, A. (2004, April 5). BK on the rise says new items are planned to keep up motion. Retrieved July 30, 2008 from http://www. findarticles. com/p/articles/mi_m3190/is_14_38/ai_115081025 [12] Burger King Reveals New Strategy. 2003, May 13). Promo Newsletters. Retrieved from http://www. promomagazine. com/news/marketing_burger_king_reveals/ [13] Reeves, S. (2006, May 12). No Red Meat at Burger King. Forbes. com. Retrieved from http://www. forbes. com/strategies/2006/05/11/ipo-outlook-burger-kingcx_sr_0512burger. html [14] Can the Whopper flip BK’s fortunes? (2001, May 3). Marketing Week, 21. [15] Can Burger King Rekindle the Sizzle? (2004, May 3). Retrieved July 27, 2008 from Harvard Business School Working Knowledge Website: http://hbswk. hbs. edu/archive/4105. html [16] Burger King attacks McDonald’s late-night flank. 2008, May 30). Chicago Business. com. Retrieved from http://www. chicagobusiness. com/cgibin/news. pl? id=29635 [17] Coultan, M. (2005, July 23). Catering to fast-food addicts reaps fat profits. The Age Online. Retrieved from http://www. theage. com. au/news/world/catering-to-fastfoodaddicts-reaps-fat-profits/2005/07/22/1121539147017. html [18] The Associated Press. (2008, Feb 27). Burger King discusses new items for 2008 growth strategies. Retrieved Aug 6, 2008 from International Herald Tribune Website: http://www. iht. com/articles/ap/2008/02/27/business/NA-FIN-COM-US-Burger-KingOutlook. hp [19] Arndt, M. (April 2006, April 7). Burger King’s Appetite for CEOs. Business Week. Retrieved from http://www. businessweek. com/investor/content/apr2006/pi20060407_969580. htm? ca mpaign_id=tbw%22 [20] Reuter. (2007, Jan 30). Xbox promotion, value menu lift Burger King Earnings. Retrieved Aug 6, 2008 from http://www. usatoday. com/money/companies/earnings/2007-01-30-burgerking_x. htm [21] Jargon, J. (2006, September 25). The King is Lurking: McDonald’s archrival Burger King is waking up, threatening the Golden Arches. Carin’s Chicago Business, 3. [22] Pressman, A. (2006, Februari 17).

Burger King, financially sounder but whopper sales lagging. Business Week. Retrieved from http://www. businessweek. com/investing/insights/blog/archieves/2006/02/burger_king _fin. html Burger King CEO John Chidsey on Innovation, Trust, and “The King” (2007, November 15). Retrieved July 27, 2008 from [email protected] Website: http://knowledge. emory. edu/article. cfm? articleid=1097# [23] Burger King: A Whopping Strategy En Route to Recovery 108 [24] News Release: Burger King Holdings Reports Strong Third Quarter Fiscal 2008 Results Led by Global Business Momentum, Raises Fiscal Year Guidance. (2008, May 1).

Retrieved Aug 6, 2008 from Burger King Corporation Website: http://investor. bk. com/phoenix. zhtml? c=87140&p=irolnewsArticle_print&ID=11380 28&highlight [25] Burger King Corporation Key developments. (2008, July 22). Business Week. Retrieved from http://investing. businessweek. com/research/stocks/snapshot/snapshot. asp? capId=8213 89 [26] Revived and Remodelling Burger King Sees Long-Term Growth. (2008, July 10). Retrieved Aug 6, 2008 from FLEXNEWS – Business News for the Food Industry Website: http://www. flex-news-food. com/pages/17719/Burger-King/Global/revivedremodelling-burger-king-long-term-growth. html

Examples of Students Essays

Compare and Contrast Essay Example

Compare and Contrast Essay – Part 8

How often do we see fast food portrayed in a negative manner in the media? – Compare and Contrast Essay introduction?? Consequently America is one of the fattest nations in the world, we are constantly looking to improve our diets by eating healthier food even though 25 percent of Americans consume fast food every day. Fast food isn’t always unhealthy, but most of the time it is. In fact people are ordering foods with more fat, calories, sugar, sodium, and less nutrition and vitamins than what is necessary. In this situation, fast food restaurants want to maintain a positive image.

Even though they are both fast food joints, In N Out Burger differs from McDonald’s in their business practices, the quality of product served, and their advertising. In N Out Burger’s business practices are vastly different than McDonald’s. In N Out Burger has remained a family owned operation, and has resisted the temptaion of franchising and going public because of the prospect of quality and customer service consistency being altered because of the standards they have set when hiring new associates.

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On the other hand, any McDonald’s restaurant is operated as a franchise, an affiliate, or the corporation itself. The McDonald’s Corporation earns revenue as an investor in properties, a franchiser of restaurants, and an operator of restaurants. McDonald’s collects money on franchise and marketing fees, and may even collect on rent, which may be calculated on the basis of sales. McDonald’s is the world’s largest chain of hamburger fast food restaurants, and they serve around 68 million customers each day. The average hourly pay for a basic McDonald’s employee in the United States is $7. 6, and around $9. 50 for a management position. The starting pay for an In N Out Burger associate is considerably higher, and they start off at $10 per hour.

Managers are known to make six figures annualy, and if they meet their yearly goals the company will take them on a first-class trip to either Europe or the Caribbean. On the other hand, McDonald’s managers make on average between $17 thousand and $36 thousand annualy. All associates at In N Out Burger are offered a 401k, vision and dental benefits, paid vacation, and basic life and accidental death and dismemberment insurance.

McDonald’s full time employees earn free uniforms, free or discounted meals, medical insurance, short-term disability, life insurance, 401k plans, and paid vacation. In N Out Burger takes pride in the quality and freshness of their food products. For example, the motto “Quality you can taste” is displayed at every location above the handout counter. No In N Out Burger location is more than a day’s drive away from a distribution center, and all the food products used are prepared fresh each day. They have their own butcher line to ensure that the beef patties are fresh.

No meat pattie is older than three days from the time of slaughter to the time of being cooked. They bake their own buns, and the fries are handcut, and everything is made to order. Hundreds of pounds of fresh Kennebec potatoes are peeled each day to make the fries. The lettuce is hand leafed every morning along with the onion used for each day. The matriarch of In N Out, Esther Snyder, was known to have her driver take her to In N Out drive-thrus unannounced to order a burger, take it to the parking lot and take it apart to make sure it was constructed correctly.

The In N Out menu has remained relatively unchanged since 1948, and consists of three basic burgers: hamburger, cheeseburger, and the “Double-Double” which is double meat and double cheese. French fries, fountain drinks, and three types of shakes are available. There are no freezers, microwaves, or heat lamps at any In N Out Burger location. Since McDonald’s has locations in over 119 different countries world wide, most of the food is pre-packaged and frozen. Apple and cherry pies are pre-made and contained in a package that must be heated to remain warm.

The hash browns, chicken, and beef are all delivered fresh frozen to the stores. The beef patties, chicken patties, and nuggets are all frozen raw, and must be thawed before cooked. We often see fast food restaurants sponsoring big events such as the Olypmics. McDonald’s is one of the current worldwide Olympic partners, and has maintained an extensive advertisement campaign for several decades. In addition to television, radio, and newspaper coverage, the company uses many billboards and signs, and sponsors sporting events such as the Little League World Series.

Ronald McDonald is a clown character that is used as the primary McDonald’s mascot. McDonald’s has used 23 different slogans in United States advertising. On the other hand, In N Out Burger uses a very minimalistic advertising campaign. Roadside billboards typically have a picture of the trademarked Double-Double and points drivers to the nearest location. They use short radio commercials, which often say “In N Out, In N Out. That’s what a hamburger’s all about. ” Television commercials are much less common, and, like the billboards, typically just feature the Double-Double and the In N Out jingle.

In N Out benefits positively from word of mouth advertisement by enthusiastic fans. When Heisman Trophy winner Troy Smith raved about In N Out cheeseburgers during a press conference before the 2007 BCS National Championship Game, a senior executive said, “ It does not get much better than that for us. We’re kind of a small company, and we do not have any celebrity endorsers. But I think we just got the best one we could have. ” While both In N Out Burger and McDonald’s are fast food joints, they differ in more ways than one.

In N Out Burger raises the bar for other fast food restaurants with their business practices, to the way they treat their employees and the quality of product they serve. In fact, In N Out Burger was one of the very few restaurants given a positive mention in the book Fast Food Nation. The book commended the chain for using natural and fresh ingredients and for looking after the interests of employees regarding pay and benefits. In N Out Burger started with the American Dream, and will continue to achieve widespread popularity wherever they open a new location.

Examples of Students Essays

Hamburger and Cheese Burger Tastes Essay Example

Hamburger and Cheese Burger Tastes Essay

Why are cheese burgers delicious? – Hamburger and Cheese Burger Tastes Essay introduction?? I’m pretty sure many people have also asked themselves this question. Might the melted cheese be the reason why? Might it be because of our taste buds? Some people might argue that cheese burgers are bad for us because they are known as unhealthy food. “Life is too short to miss out on the beautiful things like a cheeseburger. ”- Channing Tatum I personally believe cheese burgers are the best because they taste so delicious, making other food such as a burrito taste like nothing.

Eating cheese burgers every day isn’t anything bad, you’ll be surprised why. Cheese burger tastes good whenever someone feels hungry. When I was fourteen I remembered that my friends used to say, “The most popular food on the menu would always be the cheeseburger, hands down. ” As soon as I go in McDonalds or any restaurant where they have cheese burgers, I could already smell it and taste it in my mouth. The buns are so soft, followed by the cheese and the meat. Since I was a little kid, I had a passion for cheese burgers.

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It was the best food any kid out there would love to taste. As soon as I take a big bite of it, I forget about every problem or issues that are happening outside the real world and focus my full attention only on my cheese burger. I also forget and exclude everyone around me and imagine myself in cheese burger land. Whenever I’m sad or feel down for some reason, the best thing to do would be to eat a yummy and delicious cheese burger. I guarantee it’ll make you happy and feel much better. It always makes me happy, that’s for sure.

Cheese burgers taste better than burritos because it doesn’t make you go to the bathroom half an hour later. I ate a burrito once and it tasted nasty. The tortilla around it had no taste what-so-ever and the ingredients inside it were disgusting. My taste buds were sending disgusting messages to my brain. The smell was just so weird. Unlike cheese burgers, burritos made me sick the next day, causing a lot of vomiting. So therefore, it made me dislike burritos a lot. I decided to just stick myself to cheese burgers, making it the best food with the best taste.

Burritos will never taste better than cheeseburger that’s for sure. The fries that come along with the burger makes it even tastier and yummy than it already is. Cheese burgers should be eaten every day because if you’re angry or feel frustrated with anything in life and it happens every day, having a cheeseburger will make your stomach happy; making you happy. Also, if someone barely has money to buy food and make at home, going for a cheese burger would be the best decision someone could ever make because you won’t have to worry about washing dishes nor preparing food.

You would save a certain amount of money if you decide to eat cheese burgers every day. They cost like four dollars, saving you tons of money in grocery. It would probably make me a little sick eating it every day but, I’ll always remember to drink something healthy along with it. According to McDonalds, it is stated that “Cheese burgers carry 40% carbs, 40% fats, and 20% protein. ” It doesn’t sound that bad if you have a healthy drink in the side. I believe cheeseburgers would always be a kid’s favorite meal.

I agree, even though I’m an adult already, I still believe that cheese burgers have that delicious taste and flavor that would make anyone’s stomach happy after a long day of work. I know this by seeing the expressions that people make when I’m ordering my cheese burger. Overall, I don’t think there will be any other fast food that would taste as great as a cheese burger. It’s just hard to believe that something in the future will overcome it. Therefore, I believe my favorite food is the best food ever made.

Examples of Students Essays

Childhood and Working Adult Obesity Essay Example

Childhood and Working Adult Obesity Essay

Childhood and Working Adult Obesity Comm/155 Dr – Childhood and Working Adult Obesity Essay introduction. Jarmese Sherrod-Winsley Childhood and Working Adults Obesity What is the biggest business in the United States that helps us with our hectic daily schedules that the average person has to deal with and that is the fast food industry. Are they helping or hurting the people of the United States with nutrition and health issues the answer is no, childhood and working adult obesity is the number-one health problem among people, and it is closely linked to the nutrition of choice, fast food.

There are some main reasons behind the tremendous success of fast food giants and how they could proceed with their business but not having the concern of health and wellness in mind. For that I have selected to talk about two of the many fast-food restaurants such as Subway and Burger King. What is the difference between the two restaurants; how the menus and meals are not the choice for a typical family. The main problem facing Subway and Burger King are associated with cost vs. healthy choices for today’s children and working adult.

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Eating at fast food puts you at risk for health problems; of the two fast food restaurants mention how many are there in the world? There are approximately 459,490 (Rehman, 2011, p. 1) fast food restaurants. Out of these there are 33,749 Subway restaurants and 12,200 Burger King Restaurants in the United States; both restaurants have corporate and franchise stores and they both have a large amount of selection of food to include breakfast meals and kid’s meals. By selecting these two fast food restaurants in the United States let’s look at what health risks (Henshaw, 2012, p. 1) are associated with fast food.

Many people do not understand how a fast food restaurant can affect their health. Even though Subway uses baked breads and processed meats, while Burger King uses fried foods and greasy hamburgers; the majority of fast food items are packed with sodium, cholesterol, and contain little if any vitamins or fiber and other nutrients that the body needs to work at top performance. The average person ingests 77% (Harvard Health Publications, 2010, p. 1) of sodium from fast-food restaurants. For adults and children prone to diabetes and heart disease, poor choices made at fast food restaurants can compound these medical issues.

With the economy getting worse and the cost of medical going up, people are looking for cheaper options for meals every day; thus the choice of fast foods. With the discussion on Burger King and Subway the key question here are the two eating establishments really healthy; let’s compare them both below and see what you think. Burger King Triple Whopper with Cheese> Calories (pct. daily diet): 1180 (45%)> Saturated Fat: 30g> Carbohydrate (pct. daily diet): 52 (16%)> Sodium (pct. daily diet): 1330mg (58%)| Subway Footling Sweet Onion Chicken Teriyaki> Calories (pct. aily diet): 750 (28%)> Saturated Fat: 2. 5g> Carbohydrate (pct. daily diet): 117 (41%)> Sodium (pct. daily diet): 1810 mg (79%)| This information was taken from the “10 Most Unhealthy Fast-Food Items on America’s Menus” (Daily Finance, 2011, p. 1). The key take away from this is that both of these are really not healthy. What are the key factors when making comparisons between these two fast food selections; one is a greasy hamburger and the other a chicken sandwich. A key factor to take into consideration is age, health and physical activity.

Burger King’s hamburger will utilize the majority of an average adult’s caloric intake. Subway’s chicken sandwich has fewer calories than Burger King’s hamburger. Looking at the comparisons you will note that Subway’s meal is higher in sodium than Burger King. The same goes for the carbohydrates and notice that again Subway is higher in carbs than Burger Kings hamburger. Now which one is worse? You select the food of choice and enjoy. Children and fast foods were talked about in both of these restaurants. Burger King had its sights on customers between the ages of young children to teenagers of 16.

Why were these ages important to Burger King? These ages have the biggest impact on adult’s decisions when concerning quick and efficient meals. Burger King created a kids meal with a free toy. With the children experiencing their happy meals, their attention was to make the meals attractive to the adults. They came up with a slogan (a memorable Jingle) in the early days of the company it was “Have it your way”. Showing the customer that they could have a hamburger cooked any way they wanted gave the illusion the meal was fresh.

Burger King is not in the business of pre-making burgers like other fast food-companies, instead they use frozen meat patties. Subway views their establishment as a fast-food eatery without the greasy hamburgers, marketing their selection as a health-conscious restaurant. The difference between Subway and the other fast food restaurants is that they have a Doctors Associates they work with. Subway also has a marketing slogan as well “Eat Fresh. ” Yes they have a kid’s meal but they do not hand out toys; instead they have cookies and chocolate milk.

Subway also has meal combos like Burger King; however, Subways most popular commercialized size is a five-foot for only five-dollars. What are the pros and cons concerning healthy foods for all ages for the difference between Burger Kings vs. Subway? Looking at Burger King the pros are, they make the meals your way for a cheap price, and they are kid friendly. They provide entertainment for with an indoor play equipment while parents try to eat. The cons for Burger King is not all their food is healthy, with all the high sodium content in many of their food products it becomes a major factor in the obesity and health issues facing us today.

Subway’s pros, they have more fresh vegetable options to choose from and their food is not processed using deep fat fryers. Subway cons are that the foot long sandwiches are not as healthy as we found out; they have high amount of sodium and carbohydrates than Burger Kings hamburgers. As we can see obesity within childhood and working adult is the number-one health problem among people, and it is closely linked to the nutrition of choice, and fast food. You have seen the First Lady, Michelle Obama campaigns for the issues regarding children and adults about their obesity.

Now the season show of the Biggest Loser has joined in the battle of obesity and season 14 (Huff Post, 2012) will have teen contestants this year. With all this information we need to start reading labels and menus and understand what you are consuming. Before you make a selection at your next fast food restaurant be more nutrition consumer aware, and you will choice a healthier life style. Reference Rehman, Z. U. (2011, p. 1). Top 10 Largest Fast Fodd Chains in the World. Retrieved from http://www. amodmag. com/top-10-largest-fast-food-chains-in-the-world. php Henshaw, A. (2012, p. 1). Symptomfind.

Retrieved from http://www. symptomfind. com/nutrition-supplements/health-hazards-of-fast-food/ Daily Finance. (2011, p. 1). Daily Finance. Retrieved from http://www. dailyfinance. com/2011/06/15/the-10-most-unhealthy-fast-food-items-on-americas-menu/ Harvard Health Publications. (2010, p. 1). Harvard Health Publications. Retrieved from http://www. health. harvard. edu/newsletters/Harvard_Mens_Health_Watch/2010/November/salt-and-your-health-part-ii-shaking-the-habit Huff Post. (2012, p. 1). Retrieved from http://www. huffingtonpost. com/2012/09/05/the-biggest-loser-season-_n_1858756. html

Examples of Students Essays

Management Group Written Presentation Essay Example

Management Group Written Presentation Essay

Hungry Jacks (2000-2500 words) What does the term organizational environment mean? – Management Group Written Presentation Essay introduction?? How do you think each of the internal and external environments affect organization? Relate your answer to the small business entities being operated during class sessions. ( In the discussion we need to include a critical analysis skill ie explain influence or impact on organization ) Introduction: This report will show the different environmental aspects that affects my chosen organization’s operation.

Executive Summary/Abstract: Hungry Jacks forms as the Australian Fast Food Franchise of Burger King. It is a sole subordinate of Competitive Foods Australia which is owned by Jack Cowin. All the Burger King/ Hungry Jack’s restaurants that exist in Australia are owned and managed by this organization Hungry Jacks. This company is greatly known for licensing new operators, opening new stores and performing standards far better than the franchised locations in the country.

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Hungry Jacks is the second largest franchise of Burger King as over 300 locations exist across Australia. Introduction: This report will analyse the external and internal environmental factors that greatly impact the organization while studying the techniques undertaken that manage all relevant elements. The mega environment will compose of the economic, Political, Technological and Socio Cultural elements. The task environment will compose of consumers and clients, competitors, suppliers, labour supply and government agencies.

The internal environment will explain about the marketing intermediaries, physical distribution, leadership style and mission statement in Hungry Jack’s. Burger King Corporation’s first Australian franchise was established in Innaloo. Perth on 18 April 1971, under endorsement of Cowin’s new company Hungry Jack’s Pty, Limited. After 10 years, Hungry Jack’s expanded to 26 stores in three states. In October 1981, the company opened its first New South Wales store in Sydney’s CBD on the corner of Liverpool and George Street.

Table of Contents: 1. Mega Environment 2. 1 Economic 2. 2 Technological 2. 3 Political 2. 4 Socio Cultural 2. Task Environment 3. 5 Customers and Clients 3. 6 Competitors 3. 7 Suppliers 3. 8 Labor Supply 3. 9 Government Agencies 3. Internal Environment 4. 10 Marketing Intermediares 4. 11 Physical Distribution 4. 12 Leadership Style 4. 13 Mission Statement 4. Managing Environmental Elements 5. 14 Adaption 5. 15 Favourability 5. 16 Shifting Domains Conclusion- Recommendations

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eThe Golden Arches The Golden Arches, Mickey-D’s, Macca’s, or Mick-dicks – The Golden Arches Essay introduction. Whatever you would like to call it, they all refer to the same money making machine, McDonalds. Selling more than 75 hamburgers every second, McDonalds serves anywhere from 62 to 68 million million customers each and every day, more than the population of Great Britain and about 1% of the world’s population (Schlosser, 2004).

Since its inception, McDonalds has not only grown into a global money making super power, but an extremely controversial culture and lifestyle that has expanded it’s dark and secretive menu of unusual and very controversial preparation methods and lack of quality, healthful food throughout the world. McDonalds was born in 1940 when brothers Maurice and Richard McDonald opened up a restaurant in San Bernardino, California, which quickly became a popular, and very profitable, teen hangout.

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After serving about 25 different items in their restaurant, the McDonald brothers closed their original restaurant and reopened a restaurant that only served hamburgers, milkshakes and french fries. Mac and Dick turned their kitchen into a hamburger assembly line. The efficiency of the assembly line allowed the brothers to sell their burgers at a cheap price of only 15 cents and made them extremely popular, making the company a giant profit. In 1961, a man by the name of Ray Kroc bought out the McDonalds brothers and began building what would become the most successful fast food operation in the world.

A milk shake machine salesman, Ray Kroc bought McDonald’s from the Donald brothers and made the burger joint into a business whose foundation was built upon conformity and uniformity. “Kroc … believed fervently in the ethic of mass production” (Schlosser, 2004). Influenced by this mass production ethic, McDonald’s developed new and uniform production methods like using frozen beef patties, instead of fresh ground beef, and creating a genetically-modified potato as opposed to using locally grown produce to make sure that all McDonald’s fries and hamburgers have the same uniform taste.

In 1961 Ray Kroc decided that unlike the previous owners of McDonalds, he did not want to keep McDonalds as a local restaurant and thought that a national company would fit in with where America was heading. He began opening up more locations across the country, and by 1965, there were more than 700 separate locations across the United States (McDonalds Corporation, 2006). This expansion eventually led to franchising the trademarks of the business to private owners who pay royalties to the company.

McDonalds is a for-profit business that supplies their product in order to sell it to the general public and make profit. McDonalds alone is the 90th largest economy in the world, making over 27 billion dollars in revenue throughout the year. The 8. 7 billion dollars in franchises alone that it makes, already make McDonalds richer than Mongolia. “McDonald’s Corporation is the world’s largest foodservice retailing chain. The company is known for its burgers and fries which it sells through 31,000 fast-food restaurants in over 119 countries” (McDonald’s Corporation, 2006).

Over the years McDonalds has created a rich culture that applies to everything that McDonalds is and does. McDonalds culture can be seen in its bright and happy decor, which often includes playgrounds for young children and is always full of bright red, green and yellow colors. It can be seen in McDonald’s many promotions such as its annual monopoly giveaway, where McDonalds gives away millions of dollars of free food and prizes to lucky customers, or happy meal toy giveaways, where all children buying a happy meal receive a toy with it.

The culture of McDonalds can also be seen in the countless advertisements starring Ronald McDonald, the companies mascot, which try to show McDonalds to be a cheap, wholesome food supplier for on-the-go, active lifestyles and young families. This culture is focused around the feeling of McDonalds being a happy place that everyone should want to be at and eat at as much as they possibly can, which McDonalds gives them the ability to do through its cheap value and dollar menus.

Not many other restaurants can say that they can fill up your family of four for under ten dollars. By creating a cheap product and enjoyable environment that is homogenous, McDonalds has been able to establish comfort and familiarity with its customers. With over 31,000 nearly identical McDonald’s restaurants located throughout the world, many people find McDonalds to be a refreshing site because it is a familiar place amongst unfamiliar places.

Although McDonald’s makes the effort to support children with life threatening illnesses through its Ronald McDonald house charity across the United States, the quality of the food that they offer along with endless refills of soda and other sugary beverages undoubtedly contributes to the obesity and health pandemic sweeping the United States, and makes the happy go lucky McDonald’s culture a very controversial one. Unlike fresh beef hamburgers that can be bought at a butcher shop, “a typical fast-food hamburger patty contains meat from more than one thousand different cattle, raised in as many as five countries” (Schlosser, 2004).

McDonalds also uses a special genetically modified type of potato for all of its potato products. From a public health point of view these facts can be extremely bad for a few major reasons. For one, the highly processed meats and other ingredients make the food very fat and calorically rich. Seven of the chain’s meals on the menu contain 50% more fat then the US Department of Agriculture recommends the average adult consume for an entire day.

Meals such as the big breakfast with hotcakes, double quarter pounder with cheese, big breakfast, angus mushroom swiss burger, angus deluxe, angus bacon and cheese, sausage biscuit with egg, sausage egg and cheese McGriddle, and premium crispy chicken selects, contain over half the fat and calories recommended daily by the USDA (USDA, 2010). The 20 piece chicken mcnuggets contain over 90% of the daily recommended fat intake of the average adult. Mcdonalds is also noted to have excessively high sodium levels do to the amount of preservatives put into all of its products.

Almost half of the items on the McDonalds menu contain more than 50% of the USDA’s recommended sodium intake for an entire day. Items such as the angus burger, chicken mcnuggets, and chicken mcbites each contain about 80% of the daily recommended sodium intake for an average adult. These mixed, preserved and modified ingredients that are used by McDonalds can also become easily contaminated and because of the large scale of mixing different farms in their product, these contaminated products are then shipped all over the world and fed to tens of millions of people every day.

The mixing process also does not allow contaminated items to be easily traced back to their source. Over the past few decades, an increasing number of people have begun to speak out against McDonald’s through the media and lawsuits. In 2003 a lawsuit was filed in the United States alleging that food from McDonalds restaurants was responsible for making people obese. The two obese plaintiffs were more than 80 pounds over weight and claimed that McDonald’s advertisements were intended on convincing people to eat at McDonalds for every meal of the day, a decision that most would assume to be extremely unhealthy.

Although the lawsuit was eventually thrown out by a judge, it sparked a lot of media attention and conversation as to what fast food cultures like McDonalds were doing to our society. Morgan Spurlock has become famous through his documentary Supersize Me, where he went an entire month of eating nothing at all but McDonalds for every single meal of the day. The effects on his body were disastrous, and he went from being a perfectly healthy adult male, to being borderline in every major health risk category such as high blood pressure, overweight, high cholesterol, and more.

Due to publicity and lawsuits of this nature, public opinion of McDonalds is beginning to turn from a bargain and convenient restaurant, to a place where heart attacks and obesity are served on a plate. The illusion created by McDonalds of bargain prices and convenience for everyone is beginning to wear off as people learn more and more about what really goes into a McDonalds meal. The goal of Morgan Spurlock and other anti-McDonalds activists is to spread awareness of real costs of doing business with the corporation.

After countless media attacks, documentaries and lawsuits, McDonalds has now begun to go through a phase of reform in order to try and change the culture and perception of McDonalds. In 2004, McDonalds began offering salads and other “healthier,” eating options on their menu. This was seen as McDonalds listening to increasing public for healthier options on the menu. Although to most these changes of offering salads and milk and grilled chicken wraps might seem a lot healthier, they are still a McDonalds product; cheap, non-quality, and yes, still unhealthy.

Looking at the McDonalds nutritional information, which is required to be put up on a poster in every operating McDonalds restaurant, you can see that the Premium Caesar salad with crispy chicken contains 17 grams of fat, and the Premium Southwest Salad with crispy chicken and the Premium Bacon Ranch Salad with crispy chicken both contain 20 grams of fat. To add to that, the salad dressings offered also contain high amounts of fat. If you want to add Creamy Southwest Dressing, it’s 6 more grams of fat. The Ranch Dressing ads 15 grams of fat, and the Creamy Caesar Dressing has 18 grams of fat.

So, if you get a salad with crispy chicken and salad dressing, you could be intaking about 35 grams of fat – the fat equivalent of 4 plain hamburgers. Over the past forty years, McDonald’s has been transformed from a local burger place that served fresh hamburgers, into a huge multi-national corporation that uses mass production methods to make and sell their product. One of the effects of it’s rapid expansion has been a number of books, articles, and documentaries showing practices that are deemed unethical by the general public.

Due to the massive amount of publicity that McDonalds and other fast food restaurants have attracted, there are many things that are now being done to control the ethical problems raised such as laws, legal action, and public pressure building up form anti-McDonalds activists. Since its inception, McDonalds has been groomed to make its owners a lot of money by keeping prices as low as possible, product as cheap as possible, and service as efficient as can be.

Their lack of quality food and questionable preparation methods for ingredients and high fat and caloric meals have begun to cause a change in public perception and culture of the company. Works Cited McDonald’s apple pies found to contain banned food coloring in Japan. (2006, September 23). MarketLine Business. Verburg, Peter. “Mcdonald Vs. Mcdonald’s. ” Alberta Report / Newsmagazine 21. 8 (1994): 15. Academic Search Premier. Web. 8 Apr. 2013. McDonald’s resolves french fry dispute. (2002, June 6). MarketLine Business. Old McDonald’s has some smarts in China. (2006, December 11). Chicago Sun Times.

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