Strategy Managing in Troubled Times Case Study

Burger King's Troubled Times: The CEO's Turnaround Plans

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Abstract:
The fast food industry, which phenomenally grew into a multibillion dollar industry, was being threatened by multiple factors like the US recession since 2006, obesity concerns, looming food prices, embargo on commodity exports, etc. This case study elucidates the growth of Burger King, world’s No. 2 fast food chain, and the impact that recession might have had on the company. While the US fast food industry was searching for ways and means to deal with recession, Burger King had the additional burden of dealing with its internal problems. Meanwhile, the company witnessed a change in its leadership for the 17th time in 52 years as John Chidsey took over as the CEO of Burger King in April 2006. What strategies should John Chidsey implement to help the company survive in these difficult times? What impact would US recession have on the fast food industry? Will Burger King be able to survive in the industry?

Pedagogical Objectives:

• To understand the dynamics of the fast food industry
• To identify the factors that led to the growth of the US fast food industry
• To understand the impact of recession in the US economy on the performance of the industry in general and Burger King in specific
• To comprehend the challenges faced by Burger King in staying profitable in this industry and analyse the possible course of action for John Chidsey.

Keywords : Burger; Burger King; Turnaround Strategies Case Studies; McDonald's; Fast Food; Fast Food Retailing; Obesity;Franchisee; Business Model; Leadership; Brands; Branding; Brand image

Contents:

• Fast Food Industry: The Changing Competitive Landscape
• Burger King Over the Years (Inception–2002)
• Burger King: In need of a Turnaround?