Etude de cas Burger King

Burger King (BK for regulars) is a fast food chain of American origin. The first restaurant opened in Miami in 1954 and was named "Insta Burger", under the leadership of David Edgerton and James McLamore. It was the latter who came up with the idea of creating the restaurant after visiting the booming McDonald's brothers in California: McLamore immediately understood the potential of the concept.

After opening a few outlets in the United States, Burger King began its internationalization in 1963 by opening a first restaurant in Puerto Rico. It then invests other countries such as Canada and France in 1980, where it will open no less than 39 restaurants, including one on the Champs-Elysees. Alas, despite a strong desire to do well, Burger King does not meet the same insolent success as his competitor McDo. The group decides to leave France in 1997 and sells its restaurants.

In 1980, Burger King opened its first French restaurant in Paris, on the Avenue des Champs-Élysées.

Burger King's bestseller is without a doubt the Whopper, a hamburger made of grilled beef tenderloin, tomatoes, lettuce, sliced white onions, crunchy pickles seasoned with mayonnaise, all in a bun crispy with sesame seeds. A hamburger for which some do not hesitate to make several kilometers.

Today, the firm is owned by Texas Pacific, which has given it a strong boost since it was acquired in 2002. Burger King now has 11,500 fast foods in 71 countries, more than half of which are in America. The brand is ranked 3rd on its territory, after McDonald's and Wendy's.

However, in November 2012, the good news is announced, officially this time: Burger King is making a big comeback in France. The restaurant was inaugurated at the end of December 2012 in Marseille airport, where it has been a huge success since its opening, before that of another establishment on the Reims South motorway area.

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