Burger King has been thrilling Americans since the year 1954. The simple explanation as to why Americans love Burger king so much is that their burgers are simply delicious and affordable too. Americans are known the world over for their love of fast food, and burgers simply top the chart because it is a true blue American classic! Over the years a good and juicy burger from Burger King has become a part of an American identity.
Burger King made its reputation by serving up delicious food in no time. For Americans who consider time as money this was a value proposition as it meant that you could pick up a tasty meal on the go. It was even a great choice for foodies who simply loved to bite into a burger and have its juices slide down the arm. That it how the idea originated and the rest as they say is history!
Catering to the American Taste Buds
Burger King is the original home of the Whooper and thick fries that are a delight not just for the kids but also the adults. Burger King has been a innovator in its menus and has served the palate of the American well. Everything that a true blue American loved was to be found between two tasty buns of the burger. The other thing that has worked wonders for this fast food giant is the fact that 90 per cent of the Burger King restaurants are not only operated but owned by independent franchisees, and many of them are family owned.
These franchisees have a lot of contribution in identifying the local flavour and giving their inputs that have been incorporated in the menu over the years. In keeping with the recent times when people are becoming more and more health conscious, Burger King is doing its best to keep up with the changing palate. It has introduced several things such as caramel flavoured frappes, strips of chicken, fruit smoothies and speciality salads in recent times.
Although critics have been harsh and said that these new additions have uncanny similarities with the menus of its closest competitor, Burger King has been honest in its submission. They have admitted that they did not want to re invent the wheel and were simply trying to cater to the demand of their customers who wanted similar menu choices as was available at the competitor’s outlets.
Innovating to Improve Position
Post the recession, Burger King has found it difficult to maintain its edge over its other competitors as they went the whole hog trying to impress their customer with new things like breakfast menus and healthier food. But that seems to be a thing of the past for Burger King now. The food chain is aware that even its loyalists are looking for a change. This is why they are innovating not only on their menus, but are also undertaking a mission to modernise their outlets and serve their food in a better package. Food however remains the top priority and this is why America will never tire of Burger King!