From: Natacha Tommerup Jensen
To: The marketing manager for Burger King
Date: 9 September 2008
Re.: Future Burger King
I have observed the eating habits in the US, and the result of that is, people are addicted to MacDonald’s and other fast food chains, because people today don’t have the time to make the family breakfast, lunch or even dinner. For example, when a truck driver gets hungry it’s easy to stop by MacDonald’s and get some junk, the youngsters after they have been parting during the night MacDonald’s is still open, when the mother takes her kid to kindergarten in the morning, after she drops the kid off she goes to the nearest drive in and gets her daily coffee and some breakfast. It’s cheap and quick, which is very important because she has to go to work after.
This is very normal habits for the American population. But the biggest and most used habit is to eat breakfast at the MacDonald’s, in the morning 90 cars goes through the drive in every hour. They get something easy to eat well they drive for work. And people are very satisfied because it is very effective. Actually MacDonald’s sell most of there foods in the morning, they sell 30 % in the morning, 24 % at lunch, 15 % in the afternoon, 15 % around midnight and 16 % in the nights.
Emotional Bank AccountWe deal with others in a way such as we have our bank account in somebody else heart. If we do something great to the person we add our account to them and if we do something bad to them we withdraw our money from 'our bank account'. The good relationship can be built if you have a sufficient emotional bank account to your friends and relatives. And please, be ensure if you ...
I also have observed MacDonald’s and some of the others fast-food chains, recent changes.
MacDonald’s is defiantly the restaurant which has reached most successfully changes, through a couple years.
First of all, they have been able to do a lot of product development, like making it easier for people to get all kind of food for the family. So they can buy all at once. They have also made some food which is wrapped up, which make it even easier eating it while you are driving.
Another issue is they have a lot focus on designing the restaurants. They want MacDonald’s to get even better and decorate the restaurants in a modern way, with flat screen TVs, divide the rooms into different kinds of lifestyle and of course still have the room for the kids.
Most of the changes are because they adapt to the daily development. The modern MacDonald’s with flat screen, the product development by making easy eating food and producing plastic cup designed to fit into a car cup holder, so people can drive, eat and do business in the same time. It’s all because MacDonald’s are keeping up to date. After people began working long hours, MacDonald did the same thing. They have longer opening hours, so people can get food after work. Some MacDonald’s are even open at night, 24/7, which does MacDonald’s more popular and available, for the carrier minded people and also for the youngsters whom is out the whole night.
Other fast food chains like Wendy’s or Starbucks are also popular but noting compared to MacDonald’s, But of course they will try to do some of the positive changes as MacDonald’s have. For example have open some more.
Therefore I recommend, that Burger King should defiantly do some of these changes, so Burger King in the future can be more known and nearly as popular like MacDonald’s, and also go for the top target of the food police. In the same time I think Burger King should hold on to there present costumer base, which is the working people and the youngsters, where MacDonald’s costumer is families with kids. Like mentioned Burger King should work on the present costumer base, like having open longer time, so the truck drivers can come in at night and get some food, and the youngsters also can. That could maybe do a difference. They could also get some low fat food, so people could in the same time get healthier. Defiantly the young people, when they want something to eat, at the middle of the night, it’s only fast-food, they can get. They should also go for a more modern look, in there restaurants, like make it more up to day.
Background The following is the analysis the segmentation, targeting positioning of Burger King. Burger King Corporation is founded by James McLamore and David Edgerton, beginning the legacy of flame-broiled beef and commitment to quality ingredients and friendly service. BURGER KING is the second largest fast food hamburger chain in the world. Nowadays, more than 11 million guests visit BURGER ...
But if Burger King should have a chance to compete with MacDonald’s, they have to have open early morning and sell breakfast. That is where MacDonald’s gets there profit, and also there costumers.
I suggest that Burger king should do some of these things so we can extend our sales.
Try the new Burger King
The new Burger King is an even easier
way to make your meals fit into your day.
And it fits right into your cars cup holder.
We make your day a lot easier.
Now with the new Burger King you can have even more quality time, with your family or at work. We are open 24/7, so you can make a short drive through our drive in, order some delicious breakfast, for some cheap money, and for extra convince it fits right into your cars cup holder.
It goes really quick, through our drive in with a great service, you don’t even have to stop, and it’s on your way to work. You won’t lose any time; actually you will save some time. Because with this you can get early from home, when skipping breakfast at home, buy a wrap and eat it while you drive to work. It’s all in the same time.
You can also get some very good lunch and dinner meals at Burger King. We have a whole bunch of different good meals, we have just the way you like it. We even have low fat salads, chicken and fries. So you can also be healthier, by eating our food. That also give you more energy through the day.-
You can get whatever you like, when ever you like it!