MARKET whole section of the website has been dedicated Burger King UAE is the proud recipient of Today there are 160 restaurants operating especially to children with a preview of the toys the Superbrands award 2005. Superbrands, the through local Arab available with the Kids Meal, international arbiter of excellence in branding, franchisees and all are the Kids menu, ‘play and operates in 58 countries worldwide, recognises committed to serving win’ contests and the ‘tell a key brands and awards them for excellence customers the world’s friend’ section. in branding. Burger King UAE has had the favourite fire-grilled As consumers become honour of receiving the award for the past three WHOPPER® sandwiches increasingly aware of the consecutive years. across Saudi Arabia, UAE, importance of nutritious Kuwait, Bahrain, Qatar, and healthy food BURGER HISTORY Jordan and Lebanon. KING® has been catering to The BURGER KING® system operates more than The fast-food business its customers by offering a 11,000 restaurants in more than 67 countries in the Middle East has variety of lighter options. It and territories worldwide. Approximately witnessed an aggressive also allows customers to 90% of Burger King restaurants are owned and growth relative to the create their own menus to operated by independent franchisees, many of industry’s young age in the meet their dietary preferences them family owned operations that have been in region. Today there are and specific needs with our business for decades. around 2,000 international HAVE IT YOUR WAYTM Burger King Holdings Inc., the parent company, fast-food restaurants in the philosophy. This menu offers a is private and independently owned by an equity region and, in addition, the variety of options for portion sponsor group comprised of Texas Pacific Group, industry is witnessing the influx and growth of sizes, cooking methods, making healthy choices Bain Capital and Goldman Sachs Capital Partners. local chains offering western fast-food and local and adding a personalised touch. Of course it is style menus. As a result market competitiveness needless to say that the entire BURGER KING® matches the competition in the more mature menu is also available on the website. markets of US and Europe. In order to secure and maintain its reputation It is the BURGER KING® taste superiority that as a leader in the fast food industry, with a focus has been sparking brand growth in the region. on quality and excellence, Burger King UAE is The diverse cultural mix in this part of the world committed to conducting employee training is a challenge and one which BURGER KING® programmes on an ongoing basis. Moreover, the rises to by reaching more customers from a training material has been adapted to address wider base whilst celebrating cultural variety. local issues, a very necessary aspect to ensure The region is witnessing a dramatic change continuous brand growth and development. in social behaviour with the younger generation Further underlining its commitment to the needs being exposed to the western lifestyle through of the Middle Eastern consumers BURGER KING® media, internet and other international products. ensures that the ingredients used in the region are These changes have a direct positive influence on 100% Halal - beef is imported from Australia and the fast-food industry which increases frequency chicken and vegetables are sourced locally. 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® FACTS: restaurants has increased approximately six • Burger King Corporation was founded in fold, taking the total number from 6 to over 30 Miami in 1954 by James McLamore and operating restaurants. The new restaurants have David Edgerton. helped create many jobs across the UAE both in • BURGER KING® restaurants serve the restaurants themselves and in the head office. approximately 1,072 customers per restaurant, In one of many changes initiated by BURGER per day, or approximately 11.8 million KING® as part of its efforts to provide local customers daily worldwide. consumers with the best service possible an • The BURGER KING® system employs more English and Arabic customer-friendly website has than 340,000 people system wide. been created - www.bkuae.com. The aim of this Burger King Corporation is the second largest website is to answer all queries of consumers fast-food hamburger company in the world related to special promotional offers, menu, and has locations in all 50 US states and 67 BURGER KING® policies on quality, nutrition international countries and territories. Burger and Halal. Another section is the FAQ section King Corporation was founded in 1954 in Miami, displaying detailed answers of recently posed Florida, by James McLamore and David Edgerton. questions pertaining to issues such as Halal, McLamore and Edgerton, both of whom had quality control and product information. A extensive experience in the restaurant business

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026-027_BURGER KING.indd 2 1/13/08 10:36:30 AMAM Perhaps the most impressive trait that PROMOTION Burger King Corporation possesses is its desire Constant promotional activity is the lifeblood of to continually enhance the product line and the fast food business. These promotions are BURGER KING® image and in today’s brand usually specifically consumer oriented and will conscious society this can only translate into range from price promotions to the introduction continued success. of taste extensions. Taste extensions are variation on a basic theme where an existing product is given an additional or alternative flavour or ingredient and are usually designed to give the product a local twist. BRAND VALUES The training and development programme at 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 before starting their joint venture, believed in the cheerful, well-trained team members hundreds of simple concept of providing the customer with time a day reasonably priced quality food, served quickly, in C = Cleanliness: Safe, wholesome, healthy food in attractive, clean surroundings. clean, bright and well maintained surroundings Since its Florida beginnings more than 50 V = Value: Reasonable portions of good tasting, years ago when a BURGER KING® hamburger well prepared hamburgers and other menu items cost 18¢ and a WHOPPER® sandwich cost at a fair price. 37¢, Burger King Corporation has established PRODUCT restaurants around the world - from Australia The WHOPPER®, from the very beginning the www.bkuae.com to Venezuela. By 1967, when the Minneapolis- essence of the BURGER KING® image and the based Pillsbury Company acquired the company, main conveyor of the product profile and product 8,000 employees were working in 274 different message, is still the brand’s biggest seller. But it is restaurants. Today, there are more than 340,000 a long time since it was in splendid isolation. In Things you didn’t know about BURGER KING® employees in more than 11,000 terms of the brand’s range the past few years BURGER KING restaurants worldwide. have seen a refreshing surge of innovations. ® The success and size of BURGER KING is Within the wide offer in all categories of The Original WHOPPER® sandwich was introduced the result of a tradition of leadership within burgers, chicken and desserts the WHOPPER® in 1957. the fast-food industry in such areas as product sandwich is the hallmark of the BURGER KING® There are 1,024 possible ways for a customer to development, restaurant operation, décor, service, brand. The company sells worldwide more order an Original WHOPPER® sandwich. and advertising. than 2.1 billion WHOPPER® sandwiches a year. Just as the WHOPPER® sandwich was an “The WHOPPER® joins BURGER KING®’S The BURGER KING® system uses approximately 308 immediate hit when it was introduced in 1957 main differential values, which are the great million pounds of beef annually. each of the Company’s products provides the taste of flame-grilling, Have it Your WayTM and BURGER KING® Kids Club was launched nationally in quality and convenience sought by today’s quality service. However, there is also space January 1990. More than one million kids signed consumers. The WHOPPER® sandwich, one for many products. In this sense, BURGER up in the first two months. There are currently five of the best-known hamburger sandwiches in KING® is constantly challenging the rules of the million active members. the world, remains market with fresh and relevant Burger King Corporation franchised its first international a perennial favorite. product innovations. restaurant in Puerto Rico in 1963. More than 2.1 billion RECENT DEVELOPMENTS The BURGER KING® restaurant with the greatest hamburgers are sold altitude is in La Paz, Bolivia, at 11,000 feet above ® ® at BURGER KING BURGER KING in the Middle sea level. restaurants annually. East has witnessed the launch ® One of the factors of exciting new products such Budapest is home to the largest BURGER KING restaurant worldwide. that have helped to as the fire-grilled ‘Angus Burger’, increase the Company’s the ‘Triple Whopper’, the The northern-most BURGER KING® restaurant is in expansion and growth ‘TenderCrispTM chicken sandwich Tromso, Norway. has been the sale of and the Royale Club sandwich, all The eastern-most BURGER KING® restaurant and first to restaurant franchises. By 1961 McLamore and of which are enjoying great success in the region. see the sun is in Gisbourne, New Zealand. Edgerton had acquired national franchise rights Furthermore, in the Middle East, BURGER The southern-most BURGER KING® restaurant is in for the Company which was then operating 45 KING® strives to be innovative by introducing Invercargill, New Zealand. restaurants throughout the state of Florida and some new products that suit the local taste the Southeastern United States. profile and are based on local tastes: The 10,000th BURGER KING® restaurant in the Restaurant décor has traditionally been • Kofta King - served on a 7” bun with hummus world opened in Sydney, Australia, in 1998. important in creating memorable images for • BKOOL® – a fruit based dessert A BURGER KING® restaurant in Arnhem, Holland is BURGER KING® consumers. BURGER KING® • Finger-food – BURGER KING® has introduced located in a protected and historic building dating restaurants were the first fast-food chain to this concept into the Middle East with back to 1883. introduce dining rooms, allowing customers the launch of innovative products such as A BURGER KING® restaurant in Rotherham, England, a chance to eat inside. Drive-thru service, ‘mozzarella cheese sticks’ and ‘potato wedges’ was built in just 24 hours in 2000 by BURGER designed to satisfy customers “on-the-go,” was • King Chicken Fillet – made from 100% chicken KING® management and employees aided by introduced in 1975. breast fillet, a giant in its category. qualified construction workers.

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