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BURGER KING® Has Key Brands and Awards Them for Excellence Customers the World’S Been Catering to Its in Branding

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BURGER KING® Has Key Brands and Awards Them for Excellence Customers the World’S Been Catering to Its in Branding MARKET and win’ contests and the ‘tell a friend’ section. the Superbrands award 2005. Superbrands, the Today there are 160 restaurants operating As consumers become increasingly aware of international arbiter of excellence in branding, through local Arab franchisees and all are the importance of nutritious and healthy food operates in 58 countries worldwide, recognises committed to serving BURGER KING® has key brands and awards them for excellence customers the world’s been catering to its in branding. Burger King UAE has had the favourite fire-grilled customers by offering honour of receiving the award for the past three WHOPPER® sandwiches a variety of lighter consecutive years. across Saudi Arabia, options. It also allows UAE, Kuwait, Bahrain, customers to create HISTORY Qatar, Jordan and their own menus to The BURGER KING® system operates more than Lebanon. meet their dietary 11,000 restaurants in more than 67 countries The fast-food business preferences and specific and territories worldwide. Approximately in the Middle East has needs with our HAVE 90% of Burger King restaurants are owned and witnessed an aggressive IT YOUR WAYTM operated by independent franchisees, many of growth relative to the philosophy. This menu them family owned operations that have been in industry’s young age offers a variety of business for decades. in the region. Today options for portion Burger King Holdings Inc., the parent company, there are around 2,000 sizes, cooking methods, is private and independently owned by an international fast-food making healthy equity sponsor group comprised of Texas Pacific restaurants in the region choices and adding a Group, Bain Capital and Goldman Sachs Capital and, in addition, the personalised touch. Of Partners. industry is witnessing course it is needless FACTS: the influx and growth to say that the entire •Burger King Corporation was founded in of local chains offering BURGER KING® menu Miami in 1954 by James McLamore and David western fast-food is also available on the Edgerton. and local style menus. website. As a result market In order to competitiveness matches secure and maintain the competition in the more mature markets of its reputation as a leader in the fast food US and Europe. industry, with a focus on quality and excellence, It is the BURGER KING® taste superiority that Burger King UAE is committed to conducting has been sparking brand growth in the region. employee training programmes on an ongoing The diverse cultural mix in this part of the world basis. Moreover, the training material has been is a challenge and one which BURGER KING® adapted to address local issues, a very necessary rises to by reaching more customers from a aspect to ensure continuous brand growth and wider base whilst celebrating cultural variety. development. The region is witnessing a dramatic change Further underlining its commitment to the needs in social behaviour with the younger generation of the Middle Eastern consumers BURGER KING® being exposed to the western lifestyle through ensures that the ingredients used in the region are media, internet and other international products. 100% Halal - beef is imported from Australia and These changes have a direct positive influence on chicken and vegetables are sourced locally. the fast-food industry which increases frequency Burger King UAE is the proud recipient of and demand for service and quality. ACHIEVEMENTS As one of the UAE’s leading fast food companies Burger King UAE is deeply committed to serving the local community in which it operates. Since the year 2000 the number of BURGER KING® restaurants has increased approximately six fold, taking the total number from 6 to over 30 operating restaurants. The new restaurants have helped create many jobs across the UAE both in the restaurants themselves and in the head office. •BURGER KING® restaurants serve In one of many changes initiated by BURGER approximately 1,072 customers per restaurant, KING® as part of its efforts to provide local per day, or approximately 11.8 million customers consumers with the best service possible an daily worldwide. English and Arabic customer-friendly website has •The BURGER KING® system employs more been created - www.bkuae.com. The aim of this than 340,000 people system wide. website is to answer all queries of consumers Burger King Corporation is the second largest related to special promotional offers, menu, fast-food hamburger company in the world BURGER KING® policies on quality, nutrition and has locations in all 50 US states and 67 and Halal. Another section is the FAQ section international countries and territories. Burger displaying detailed answers of recently posed King Corporation was founded in 1954 in Miami, questions pertaining to issues such as Halal, Florida, by James McLamore and David Edgerton. quality control and product information. A McLamore and Edgerton, both of whom had whole section of the website has been dedicated extensive experience in the restaurant business especially to children with a preview of the toys before starting their joint venture, believed in the available with the Kids Meal, the Kids menu, ‘play simple concept of providing the customer with 20 SUPERBRANDS BURGER KING.indd 2 5/4/06 12:06:42 PM to continually enhance the product line and PROMOTION BURGER KING® image and in today’s brand Constant promotional activity is the lifeblood of conscious society this can only translate into the fast food business. These promotions are continued success. usually specifically consumer oriented and will range from price promotions to the introduction PRODUCT of taste extensions. Taste extensions are The WHOPPER®, from the very beginning the variation on a basic theme where an existing essence of the BURGER KING® image and product is given an additional or alternative the main conveyor of the product profile and flavour or ingredient and are usually designed to product message, is still the brand’s biggest seller. give the product a local twist. But it is a long time since it was in splendid isolation. In terms of the brand’s range the BRAND VALUES past few years have seen a refreshing surge of The training and development programme at innovations. BURGER KING ® is amongst the best in the industry and this is thoroughly adhered to with all new employees in the UAE before they come into contact with customers. QSC & V is an abbreviation given a lot of emphasis for all employees during the training programme. The meaning of QSC & V Q = Quality: Consistent delivery of products and service at levels that meet or exceed management goals and consumer demands S = Service: Fast, accurate, right temperatures, by cheerful, well-trained team members hundreds of time a day C = Cleanliness: Safe, wholesome, healthy food reasonably priced quality food, served quickly, in in clean, bright and well maintained surroundings attractive, clean surroundings. V = Value: Reasonable portions of good Since its Florida beginnings more than 50 tasting, well prepared hamburgers and other years ago when a BURGER KING® hamburger menu items at a fair price. cost 18¢ and a WHOPPER® sandwich cost 37¢, Burger King Corporation has established www.bkuae.com restaurants around the world - from Australia to Venezuela. By 1967, when the Minneapolis- based Pillsbury Company acquired the company, 8,000 employees were working in 274 different restaurants. Today, there are more than 340,000 BURGER KING® employees in more than 11,000 restaurants worldwide. The success and size of BURGER KING® is the result of a tradition of leadership within Things you didn’t know about the fast-food industry in such areas as product Within the wide offer in all categories of development, restaurant operation, décor, burgers, chicken and desserts the WHOPPER® BURGER KING service, and advertising. sandwich is the hallmark of the BURGER KING® Just as the WHOPPER® sandwich was an brand. The company sells worldwide more The Original WHOPPER® sandwich was immediate hit when it was introduced in 1957 than 2.1 billion WHOPPER® sandwiches a year. introduced in 1957. each of the Company’s products provides the “The WHOPPER® joins BURGER KING®’S main There are 1,024 possible ways for a customer to quality and convenience sought by today’s differential values, which are the great taste of ® consumers. The WHOPPER® sandwich, one of flame-grilling, Have it Your WayTM and quality order an Original WHOPPER sandwich. the best-known hamburger sandwiches in the service. However, there is also space for many The BURGER KING® system uses approximately world, remains a perennial favorite. More than products. In this sense, BURGER KING® is 308 million pounds of beef annually. 2.1 billion hamburgers are sold at BURGER constantly challenging the rules of the market KING® restaurants annually. with fresh and relevant product innovations. BURGER KING® Kids Club was launched nationally One of the factors that have helped to in January 1990. More than one million kids increase the Company’s expansion and growth RECENT DEVELOPMENTS signed up in the first two months. There are has been the sale of restaurant franchises. BURGER KING® in the Middle East has currently five million active members. By 1961 witnessed the Burger King Corporation franchised its first McLamore launch of exciting international restaurant in Puerto Rico in 1963. and Edgerton new products such had acquired as the fire-grilled The BURGER KING® restaurant with the greatest national ‘Angus Burger’, the altitude is in La Paz, Bolivia, at 11,000 feet franchise ‘Triple Whopper’, the above sea level. rights for the ‘TenderCrispTM chicken Budapest is home to the largest BURGER KING® Company sandwich and the restaurant worldwide. which was Royale Club sandwich, then operating all of which are The northern-most BURGER KING® restaurant is 45 restaurants enjoying great success in Tromso, Norway. throughout in the region.
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