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Restructuring / Turnaround Strategies Case Study
Case Title:
Burger King: Will it regain market Share?
Publication Year : 2006
Authors: Ms Shital Vakhariya, Ms. Mridu Verma
Industry: Food, Diary and Agriculture Products
Region:USA
Case Code: RTS0095P
Teaching Note: Available
Structured Assignment: Available
Abstract:
$11 billion-Burger King (BK) was also the second largest burger chain in the world with 11,220 outlets in 61 countries. A privately owned company, In addition to its popular ‘Whopper’ sandwich, the chain offered a variety of burgers, chicken sandwiches, salads, and breakfast items. In 2004, the chain enjoyed 14.2% share of the fast food market in the world.
BK had changed hands five times since its inception. The frequent change in management and their respective strategies had taken a toll on the company. BK’s revenue had been declining steadily since 1999. The company had lost nine CEOs since 1999. In August 2004, Greg Brenneman (Greg) was appointed as the 10th CEO. The case discuss about Greg strategies to turn around the ailing company.
Pedagogical Objectives:
- To discuss the dynamics of the fast food industry
- To understand the factors leading to the downfall of Burger King
- To discuss the attempts made by Greg to make a turnaround.
Keywords : Whooper; Drive Thru; Take outs; Restructuring / Turnaround Strategies Case Study; Changing Management; Strategies; Greg Benneman; Broiler; competitors; Market Share; Have it your way; Enormous omelets; Morale Boosting; Service-quality good; Liquidity & IPO; Investors
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