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Burger King Company Profile
Burger King (BK), an American-based multinational fast-food chain, specializes in hamburgers and has its headquarters in Miami-Dade County, Florida. Originally founded in 1953 as Insta-Burger King, the company faced financial difficulties until its Miami-based franchisees, David Edgerton and James McLamore, acquired it in 1959 and rebranded it as Burger King. Over the years, the company changed ownership multiple times until 3G Capital of Brazil, partnered with Berkshire Hathaway, acquired a majority stake in 2010. The new owners initiated a significant restructuring plan and eventually merged Burger King with Canadian doughnut chain Tim Hortons under the parent company, Restaurant Brands International.
The company’s advertising reached its peak during the 1970s, but it struggled to maintain focus in the following decades. In 2003, Burger King employed Miami-based advertising agency Crispin Porter + Bogusky (CP+B) to revamp its advertising campaigns. However, some of the commercials faced backlash for perceived sexism and cultural insensitivity. In 2011, 3G Capital severed ties with CP+B and shifted its advertising to McGarryBowen to launch a new product-focused campaign with broader demographic targeting.
Originally offering a simple menu of burgers, fries, sodas, and milkshakes, Burger King has since expanded its range of products. In 1957, the Whopper became the first significant addition to the menu and remains the chain’s signature item. While some products failed in the US market, they found success abroad, where Burger King adapted its menu to cater to regional preferences. Between 2002 and 2010, the company targeted the 18-34 male demographic with larger, unhealthy products. This approach eventually harmed the company’s financial performance. Since 2011, under 3G Capital’s guidance, the company has shifted from its male-oriented menu, introducing new items, product reformulations, and packaging.
As of December 31, 2018, Burger King operates 17,796 outlets across 100 countries.
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