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Burger King (BK) is the global hamburger fast food chain in the United States. Founded in 1953, the company is headquartered in the unincorporated area of Miami Dade County, Florida. In 1954, after insta Burger King fell into financial difficulties, two Miami based franchisees, David Edgerton and James mclamore, acquired the company and renamed it "Burger King". In the next half century, the company will change hands with TPG capital, Bain Capital and Goldman Sachs capital partners, a third group of owners, four times, and go public in 2002. At the end of 2010, 3G capital Brazil acquired a majority stake in the company for $3.26 billion. The new owners quickly launched a restructuring of the company to reverse its fate. 3G and partner Berkshire Hathaway eventually merged the company with Tim Hortons, a Canadian doughnut chain sponsored by restaurant brands international, a new parent company based in Canada.
The 1970s was the "golden age" of corporate advertising, but from the early 1980s, Burger King's advertising began to lose its focus. Over the next two decades, a series of less successful advertising campaigns by a series of advertising agencies continued. In 2003, Burger King hired Crispin Porter + bogusky (CP + b), a Miami based advertising company, to completely restructure its advertising through a series of new advertising campaigns around the redesigned Burger King horn, nicknamed "king," with a new role. Online. Despite their great success, some of CP + B's advertisements have been ridiculed for being sexist or culturally insensitive. In 2011, 3G capital, Burger King's new boss, terminated its relationship with CP + B, transferred its advertising to McGarry Bowen, started a series of advertising for new products, and expanded the audience.
Burger King's menu has expanded from basic products like hamburgers, French fries, soda and milkshakes to a larger, more diverse product mix. In 1957, "whopper" became the first major addition to the menu, and has since become the signature product of Burger King. On the contrary, BK launched many products, but failed to occupy a place in the market. In the United States, some of these failures have been successful in foreign markets, and BK has tailored its menus to local tastes. From 2002 to 2010, Burger King actively launched larger products for men aged 18-34, which usually contain a large amount of unhealthy fat and trans fat. This strategy will eventually damage the company's financial base and have a negative impact on its earnings. Starting in 2011, the company began to move away from its previous men's menu and introduce new menu items, product recipes and packaging as part of its current owner, 3G capital's restructuring plan.
As of December 31, 2016, Burger King reported that it had 15738 stores in 100 countries. Of these companies, 47.5% are privately owned and operated in the United States, and 99.5% are privately owned and operated. Their new owners changed to almost full franchise mode in 2013. BK has historically used several variants of franchising to expand its business. The way in which a company licenses franchisees varies from region to region. Some regional franchises (called main franchises) are responsible for selling sub franchises on behalf of the company. The relationship between Burger King and its franchise is not always harmonious. The occasional dispute between the two raised many issues, and in some cases the relationship between the company and its licensees degenerated into precedent. Burger King's Australian franchise company, Hungry Jack's, is the only one operating under a different name because of trademark disputes and a series of legal cases.
