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BSB6201 – Operations Management – Level 6Burger King operationGroup ReportAmal Alsaeed – 201000283Hussain Ali – 20900541Qassim Khalil – 20090070Zahra Alqattan - 201000388Table of Contents TOC \o "1-3" \h \z \u 1.0Introduction PAGEREF _Toc371205947 \h 32.0Findings PAGEREF _Toc371205948 \h 32.1 Burger King overview PAGEREF _Toc371205949 \h 32.2 Importance of product design to companies PAGEREF _Toc371205950 \h 52.2.1 Other Models PAGEREF _Toc371205951 \h 62.3 Stages of new design PAGEREF _Toc371205952 \h 72.3.1 Concept Generation PAGEREF _Toc371205953 \h 72.3.2 Screening PAGEREF _Toc371205954 \h 82.3.3 Preliminary design: PAGEREF _Toc371205955 \h 92.3.4 Evaluation and improvement Matrix PAGEREF _Toc371205956 \h 102.3.5 Prototyping and Final Design PAGEREF _Toc371205957 \h 102.4 Applying NPD Procedure to Burger King PAGEREF _Toc371205958 \h 102.4.1 Concept Generation PAGEREF _Toc371205959 \h 102.4.2 Screening PAGEREF _Toc371205960 \h 112.4.3 Preliminary Design PAGEREF _Toc371205961 \h 152.4.4 Evaluation and Improvement PAGEREF _Toc371205962 \h 162.4.5 Prototyping and Final Design PAGEREF _Toc371205963 \h 20Conclusion PAGEREF _Toc371205964 \h 21Bibliography PAGEREF _Toc371205965 \h 221.0IntroductionThe purpose of this report is to introduce a new product development procedure for the management of Burger King, as they need to be innovative if they want to be ahead in the fast food industry because the competition in it is vicious. Looking at the market gap is as important as looking at the customers' demands in this industry because customers determine your profitability and popularity.2.0Findings2.1 Burger King overviewBurger King has been founded in the beginning of the 50's by?James McLamore and David Edgerton. The idea was to provide great burgers considering the quality of their ingredients and the beef they use. Few years later, Burger King introduced a new sign for the restaurant. After the mid of 50's, BK introduced the Original Whopper Sandwiches. At the end of the 50's, Burger King started franchising the restaurant all over The United States (Burger King Corporate office, 2013). In 1963, Burger King started franchising outside the US in Puerto Rico. Burger King’s operation is based on the quality of their food and how do they choose the ingredients to make good meals for their customers. The management of Burger King is franchising their restaurant all over the World and they make sure that they are providing the same quality and the same taste of sandwiches around the globe (Burger King Corporate office, 2013). They standardized their services and their logo where they can be recognized easily. In 2009, 3G Capital bought Burger King and made it a private held company. The market that Burger King operates in is multi-national with different cultures, competing with other fast food restaurants such as McDonalds, Hardees and Wendy’s.Burger King has a big variety of meals where they have divided their menu into three categoriesBreakfast menu Lunch & Dinner Menu Snacks Combo meals Combo meals Salads & Wraps Sandwiches & Burritos Fire-Grilled Burgers & Sandwiches Chicken Strips & Nuggets Oatmeal, sweet & sides Fish & Chicken Sides BK Value Kids Meal OatmealDrinks & CoffeeChicken Strips & Nuggets Desserts Kids Meal Dessert Dinks & Coffee Source : (Burger KING Corporate office, 2013)-476254705350Breakfast menu has a variety of choices where there are combo meals with different choices like eggs, ham, cheese, croissant, biscuit and muffins. It is provided with the option of drinks (Soft drinks and Coffee). For customers who have children, there is menu for their kids as well. Lunch and Dinner menus get the higher number of requests everyday, which led BK to provide more options and different sizes of sandwiches. There are combo meals including meat, ham and chicken as well as grilled chicken meals. Snacks menu is for people who are looking for small and really quick meals every day. This type of menu includes a selection of soft drinks, salads, nuggets and desserts. The goal of Burger King is to offer meals with reasonable prices, quick services and to make sure the food is clean. Burger King also has signature recipe with their ingredients. The primary market of BK is adults from 18-34 years old and the secondary market is kids ranging from 7-17 years old (Rodriguez, n.d.).Many corporations, which Burger King is one of them, are setting up a stakeholder orientation due to the ethical matters and social responsibility which can influence their success and existence for a long, long period of time. However, stakeholders can be identified as a group of people that have a stake in some parts of an organization’s products and services. For instance, as Burger King is a massive corporation in the fast-food segment, it has stakeholders within the corporation such as the employees and its management as well. Burger king’s external stakeholders, that the picture above displays, are the customers, suppliers and government agencies which they have a claim in merchandise, operations markets and so on (Mayr’s Organizational Management, 2013).2.2 Importance of product design to companiesProduct design has become the tool that companies can manipulate their competitors with. Difference in appearance is fundamental if the company wants to stand out (Moré, 2010). As companies want their new products to increase their sales revenue, product design has become a key strategic activity that needs to be developed and followed (Vonderembse, d.n.). When companies introduce a unique product that is desired by customers, it gives them the opportunity to charge more for it (Moré, 2010). The reason why product design exists is to generate products that can compete with others in terms of quality, appearance, performance, service life and price (Vonderembse, d.n.). Product design is becoming a critical point for companies that need to satisfy customers who keep on demanding variety of products (Vonderembse, d.n.). Confusion, delays and problems in product design are becoming life threatening for companies because customers can easily switch from one brand to another nowadays as there is a variety of high quality replacements (Vonderembse, d.n.).Upon research it was found out that product design is important because:Product design leads to organizational success as it is vital to remain competitive in the market (Sawhney & Prahalad, 2010). As mentioned above customers are shifting to other products easily because of the huge variety that exist. Product design outlines the product quality (Vonderembse, d.n.). The product must be fit for its purpose and must function as it is expected which will increase the product reliability because customers make their purchase decision according to a list of factors including the design of the product itself that reflects the brand image. Product design mirrors the company response to customer's feedbacks, recommendations and complaints. For example nowadays customers became more concern with environmental issues and whether the product harms the environment or not (Vonderembse, d.n.). That's the main reason why companies started to think about recyclable materials.Product design decreases the production life cycle of the product (Campbell & Hale, 2007). In this way engineers will have full understanding of the strategy that needs to be followed in order to accomplish the desired design and in the same time the company will confirm its presence in the market. 2.2.1 Other Models-285751485900There are a lot of models to follow such as The Waterfall Model that includes 7 stages starting of requirements that identify the problem in the product and it ends with maintenance (Eppic, n.d.). Also The Stage Gate Model adapted from Cooper in 1986 which contain 5 stages starting with primary research and ending with full production and market launch (Eppic, n.d.). The used Model is The Five Stages Model, it has five stages that will be explained in details below.The Waterfall Model Stage Gate Model276225514985 Five Stages Model Stages of new design2.3.1 Concept GenerationGenerating multiple ideas help businesses to have a full understanding of opportunities, requirements and problems that might occur. It is useful to generate information from all sources available which includes internal and external research. External Research: any company should take a look at their competitors in the market to see the products they have and what they could do to improve it. Also they have to look at what the competitors are missing and produce it to be ahead in the market. In addition, it is necessary to be aware of the customer's needs, which is done through surveys or asking for current customers' feedback that will in return let the company provide services or products that suit the demands which lead to maximize the profitability of the company and attract more customers. The previous researches are types of primary research according to Dunsmuir & Williams. Moreover, experts can be the key of growing up in the market by providing ideas from other cultures to implement them in the business which will help to gain customer satisfaction and this is a type of secondary research. Internal Research: the internal research has a big impact on work improvement. A good example of internal research is to hold a meeting with the staff especially those who interact with customers on a regular basis to get ideas from them that satisfy the clients. Also to know if there are available machines and equipments that can ease the process. All of the resources of internal research that have been mentioned above are types of primary research ("Review of research," ).2.3.2 ScreeningThis step gives the company an opportunity to recognize the ideas that can succeed in the market which minimize the company's risks and gives them a chance to evaluate their ability to implement the ideas. Each idea needs to be evaluated according to a set of criteria before it gets accepted.Feasibility: The company has to measure their capability of implementation of new product, assessing the quality of human resources is a critical step for new product implementation. Employees need to have specific set of skills that fits the skills criteria needed for production. After looking into the employees skills, the company has to consider the quantity of resources available for the production process. This will help speeding up the production; as the number of staff who has the skill needed for the production process will be available in the beginning of the process which will not cause pressure for the HR department in recruitment of new staff members and will not delay the production process. Added to that the company has to look into their financial resources, reviewing previous financial statements is important because it will help the company knowing their exact position financially. Evaluating financial resources to see whether they can cover the production process expenses and will not cause losses is important as well. The company also has to bear in mind that their equipments and machines are up to date.Acceptability: The company has to accept the idea and have the willingness to proceed with the production process. In addition, customer's demands and needs have to be taken into consideration. Examining the customer's demands is vital because it is strongly connected to their needs. Launching products in the market that mirrors the customer's needs will cause customer satisfaction. Satisfying customers is a core goal to every organization; as if the customers are satisfied it will reflect back on the financial returns and demands on the product that will be increasing as result.Vulnerability: The possibility of errors occurring in or after the process has to be taken into consideration; also the company has to assure its willingness to take the risk even though there is a possibility of failure. The consequences of getting it wrong has to be considered, actions have to be taken in the spot so the company does not waste more money on the product if it failed. 2.3.3 Preliminary design:This step is to create a suitable design that sells the product and to map up how the product will include all the functions that are required for getting the final product. It is important to create high rank design description which will represent level zero that shows the final product. In the map design, under the product will be level one and it should includes the components of the product and other features that are in the product itself such as packaging, it's called level one. The second level will list up the type of components and packaging for the products. If any of the components has any other feature or customization, the number of levels will increase. Though, the levels of the operation increase if the product or the service seems more complex. The main purpose for preliminary design is (Ketchum, n.d): to get the materials or components needed for making estimates the cost for the designto have a clear idea of the structural activityto set up the aspects of the assemblyto use it as a check on the final design1809751257935During this stage, it requires a lot of time and patience to obtain a thorough understanding of the conceptual plan as it is not advisable to start making a design after doing a limited analysis of it (Ketchum, n.d). The design concept can be expressed as functional block diagrams, sketches and other outlines (Nasa Headquarters, n.d). Example of Functional block diagrams2.3.4 Evaluation and improvement MatrixIt is important to make an evaluation to identify the relationship between the clients’ demands and the availability of the suppliers to provide the products or services that are required by the customers. Added to that, the matrix aims to recognize the evaluation and development for specific type of services or products in the market. The importance of the matrix is to prioritize and specify the choices for improvement by the organization. The WHAT'S section represents the customers’ needs from the business itself, while the business should cover all of the customer's needs by providing specific type of actions to be taken which are clearly sits in The HOW'S section of the matrix. Moreover, it is vital to know its importance to the customers and the competitors’ situation in the market.2.3.5 Prototyping and Final DesignIn this step, the company communicates directly with the customers by putting up all the ideas and build on them to get the final design, which is a result of external judgment (customers' demands). This design should be covering all the improvement that are necessary and come up with the final step. This design should be established in the market for customers as soon as it is completed (Tanida, Scott, Makkar, Dickson& stein).2.4 Applying NPD Procedure to Burger KingFive stages will be discussed below for implementation at Burger King.2.4.1 Concept GenerationBurger King has Research and Development (R&D) department that is devoted for product enhancement (A Whooping Success, 2008). Thomas Berger, division vice president for Central Europe said "Burger King main task is to guarantee that the business constantly meets the customer's need, that's why R&D department exists. Furthermore, product innovation is one of the key aspects to Burger King’s achievements. BK has experts that are in charge of market research and product development, each group has different responsibilities such purchasing and operations, quality management and marketing. R&D team gets ideas from different spots; they observe trends not only in Germany but also on international level. Added to that, they talk to customers and get ideas from suppliers as well. Also evaluating market research and keeping an eye on the market to surprise customers". The research and development team will carry on a market research that will help to understand and expand the knowledge of the market trends which will in return help the team to analyze the existing and potential customers (Brunner, 2013). Added to that carrying a market research will help BK to reveal potential problems and reduces risks. This step will allow them to get close with their market segment to evaluate customers reaction towards the ideas (Brunner, 2013). Moreover, analyzing the competitor's products will be a huge advantage for Burger King as it will give them the opportunity to see what is missing in the competitors products and what needs to be enhanced (Brunner, 2013). Facilitating communication between the company and its customer is done through market research which will help BK finds out their customer's likes and dislikes (Brunner, 2013). After the investigation done on market trends, the proposed ideas were:Building a smoking area within the restaurant.Provide customers with IPads instead of paper menu.Develop an organic burger.2.4.2 ScreeningBefore selecting or rejecting ideas these aspects need to be measured (Akrani, 2012). Three areas will be analyzed below:Building a smoking area within the restaurant (This idea was generated via web research):Feasibility: The idea is doable as Burger king has the financial resources to apply it but on the other hand BK's employees do not have the skills needed therefore BK doesn’t has the quantity of human resources as well (Yahoo Finance, 2013). The budget of the project is huge as BK has to employ other companies for building and decorating and installing new AC's that suck the smoking to reduce it and provide cleaner air.Acceptability: Smokers will accept the idea but non-smoker customers will find it annoying especially when they want to eat inside with their kids. Moreover; the idea is not satisfactory for the financial returns as the budget is huge and non-smoker customers will be affected (Koat, 2011).Vulnerability: Implementing the idea will cause financial losses because the branches that will be implementing the idea will be closed while building the area and installing the Air conditioners. A potential loss that should be considered is non-smoking customers (Koat, 2011).After screening, the idea turned to have more negative than positives. Customers health will be affected, especially children. The number of people eating in the restaurant might decrease. All these reasons might reduce the publicity of BK and cause financial loses as well.Provide customers with IPads instead of paper menu (This idea was generated via web research):Feasibility: Burger King has the financial ability to provide IPads in their branches instead of the paper menu (Yahoo Finance, 2013). However, BK has to employ a software company to create software that matches their menu as they don't have the skilled employees to do it.Acceptability: Implementing the idea will cost BK a lot of money as IPads are not cheap, besides the staff training so they know how to use it and respond to orders by using this technology. Customers who are familiar with using IPads will be thrilled for the idea but other who don’t know how to use it will face problems with their orders as the prefer face to face interaction (CNN, 2011). The idea might not satisfy the financial returns as the number of customers may decrease due to lack of knowledge of using the IPads and the money spent for implementing the idea (buying the IPads, installing them inside the restaurant, creating the software and training the staff) is huge (CNN,2011).Vulnerability: Customers who want to customize their sandwiches may not be able to do it unless the installed software by BK is well detailed (CNN, 2011). Also staff training might take long time and some mistakes from staff and customers could happen which leads to inconvenience service (CNN, 2011).After screening, the idea is not cost effective as the implementation is highly expensive and complicated. A percentage of customers will be affected which will affect the financial returns as well; therefore it is not the right idea to implement.Development of organic burger (This idea was generated via current customers feedback and market research of competitors products):Feasibility: To remain competitive BK offers variety of products such as full breakfast line, salads, desserts and more (Daszkowski, d.n.). In 1954 the first BK restaurant was open, three years later the original Whooper sandwich was introduced (Daszkowski, d.n.). Burger King had reformed its menu in 2010 as it was structured for male orientation (Thorn, 2011). Many products were reformulated including the Whooper that was introduced with new type of cheese and packaging, added to that approximately 20 products were added to the menu including ice-creams frappes and chicken strips (Thorn, 2011). Burger king had built up a research and development department that has the needed skills to cope with the customers’ demands (A Whooping Success, 2008). Burger King is continually growing and so its employees as it is stated in Burger king official website "As of December 31, 2011, we had approximately 34248 employees in our Company restaurants and our restaurants support center" (Burger King, 2011). Burger King has the ability to launch new product as the cash liquidity reaches up to $500000 (Yahoo Finance, 2013). Also BK had reported rise in quarterly profit that exceeded expectations because their expenses dropped by 65% compared to last year quarter (Burger King Profit, 2013).Acceptability: In 2007, Burger King took positive steps to give customers the product, choice and information they expect by publishing a Global Health statement (Burger King, n.d.). The Food You Can Trust Program was introduced in Europe; enhancements for product nutrition and customer communication are still on the table (Burger King, n.d.). Also in the same year in November BK had took a step forward and signed up voluntarily to the EU Pledge on Children's Advertising which means they have to control 100% of the advertisements that target children under 12 years old (Burger King, n.d.). BK was one of 10 companies who took the initiative to sign this agreement; as a result Kids Meal at Burger King has to meet the standards of BK's nutrition criteria (Burger King, n.d.). In addition, BK had introduced new items to the kids menu with lower salt content including Char-grilled Chicken Fillet Stripes and Chicken Bites (Burger King, n.d.). Both of these items are made with no chemical addition or artificial colors (Burger King, n.d.). Burger King is also committed to working with the FSA to provide customers a range of healthier menu items by reduction in salts and soaked fats (Burger King, n.d.). Another program that is being activated in BK's restaurants is the Sensory Testing Program that makes sure salt reduction and soaked fats do not affect the customers' expectations of great tasting of burgers and sides (Burger King, n.d.). As customers are more aware now of the food they are eating and the effect that it has on their body and overall health, they are demanding products that offer good nutrition and give health benefits (Kavounis, 2005). Added to that 78% of quick serve restaurants are witnessing huge demand on salad and bottled water, in fact they had shown the biggest increase of all menu items according to the National Restaurant Association (Zelman, n.d.). In 2010 the fast food industry revenue was $184 billion, BK and Starbucks were accounted for less than half of the revenue (Statics and Facts, n.d.). As the official Burger King website stated, BK's revenues in 2012 had reached $1.97 billion (Burger King, 2012).Vulnerability: Burger King had introduced many products that passed the testing stage but failed to attract the customers, a big example of that is BK Crown Jewels line of sandwiches that was originally launched in New Zealand then was distributed on international level (Romero, 1988). Despite the many failures of products, BK keeps taking risks and launching new products frequently (Romero, 1988). BK introduced Bull's-eye Barbecue sandwich that was served in a special way but later on the sandwich was served as a traditional style double cheeseburger (Romero, 1988). Another failure was The Baguette Line Sandwiches that did not meet the company expectations (Romero, 1988).The next disappointment was the large adult oriented sandwiches that were made with fried or grilled chicken or a whopper patty and offered with variety of toppings which gives the customers the opportunity to customize the sandwich (Drinnan, 2006). This line was successful at first and was considered for global rollout but interest in the products faded away and the line was discontinued (Drinnan, 2006).After screening the idea, it was found out that BK has the ability to launch new product because they have the organizational capacity needed and the skills besides the financial resources. In addition the customers will accept the idea because it is upon their demands which will make it satisfactory for the financial returns and will encourage BK's management to proceed with the idea. The risk in implementing this idea is the history of BK's failed products. Perhaps it won't meet the company potentials or interest in the product might fade away which in both cases will lead to discontinue the product.The chosen idea is developing an organic burger as it is benefits both sides, burger king and the customers. Burger king is used to introducing new products in the market as they have the needed resources to do it (human and financial). Moreover customers are seeking healthy products that can be served quickly and with releasing the organic burger BK will be able to that. The risk of introducing the product to the market is low as it is upon customers requests and if the product fail no big financial loses will occur as BK was in this position before and they know how to deal with it. 2.4.3 Preliminary DesignBurger King’s (BK) franchise in Australia has introduced a new line of burgers, organic burgers. The new organic burger promoted as being certified organic beef where the used beef is from the Channel Country in the Australian outback (Burger Business, 2011). Conversely, the organic burger is yet to be made in other countries.Level 1Level 0-390525529590Level 3Level 2The shape above shows the components of making the organic burger. The new burger has joined the Burger King-style burgers that Hungry Jack’s, the exclusive Australian master fast food franchise of Burger King Corporation, previously offered such as the Whopper, Classic Angus, Angry Angus along with other burgers (Burger Business, 2011). There are many levels of creating a product or a service and the number of levels depends on how complex or simple the product or the service is. For the "Organic Burger", the process of making it goes through three levels. "Level 0" is about the final product, whereas "Level 1" involves the ingredients and the packaging. In "Level 2", there are the ingredients required within the sandwich, under "Ingredients", and the types of packaging for both inside and outside the restaurant under "Package". For the third level, the customer can customize the sandwich. For instance, the customer can choose any type of cheese such as mozzarella, cheddar and blue cheese. There is also a low-fat mayonnaise and a variety of sauces. For the packaging, Burger King’s logo will be printed on the pack that contains the burger. 2.4.4 Evaluation and ImprovementBurger King provides its customers the freedom of choice by giving them the option to customize their meals to suit their lifestyles and diet. In addition, Burger King tries to enhance its products and services to satisfy their customers by improving their menu by focusing on its core products such as Whopper sandwich. This in return, will give the customers more options to choose from (Burger King, n.d). McDonald’s, which is one of Burger King’s main competitors, is far ahead of Burger King in the food industry according to Advertising Age, the leading global source of news, intelligence and conversation for marketing and media communities (Melnick, 2012). Thus, 3G Capital, a global multi-million dollar investment firm focused on long term value creation, purchased Burger King Corporation in 2010, making it a privately-held company (Burger King, n.d). As a result, “Burger King brought in a new management team and got to work crafting a strategy to jumpstart the brand” (Melnick, 2012). Mr. Steven Wiborg, one of the new management team, which has been the Chairman of North America and Global Executive Vice President at Burger King since April 11, 2013, said at the time “we needed to take a hard look at ourselves because over the last 10 years, we had definitely fallen behind our competition” (Melnick, 2012). Since then, Burger King yielded a four-pillar $750 million strategy which the first pillar is the menu expanding. “I think it is important to make sure you have a menu that applies to not just one segment of consumers. Especially when you consider that half the population is female and half is male, and then when you really dial that into a 18–34-year-old target, you’re now really limiting yourself. So the menu expansion is really about opening the target and making sure the menu is there” (Melnick, 2012). Other competitors are Wendy’s and Yum! which come after both McDonald’s and Burger King (Yahoo Finance, 2013).The template “Quality Function Deployment (QFD)” below shows the way of evaluating the designing for the customers.HOW’SCustomer RequirementsImportance to CustomersPriceSizeCaloriesFatSodiumStaffEquipmentCompetitive evaluationX= UsA= McDonald’sB= Wendy’s(On scale of 5 = the best)12345WHAT’STaste9ABXNutrition9AXBVisual appeal6ABXGood value10BXAFast Delivery8BXAHospitality8BXAFlexibility9AXBQuality9AXB= Strong Relationship= Medium Relationship= Weak RelationshipThe matrix above shows what the customers require from Burger King and how Burger King is going to attain these requirements to its customers. When it comes to taste, there is a strong relationship of how it will be achieved by maintaining the use of sodium as well as fat. As it has been mentioned above, Burger King gives its customer the opportunity to manage what they eat by customizing their meals to fit their diets and lifestyles. Thus, if a customer wants a low-fat meal or the normal meal, the restaurant will ask him/her how does he/she like his/her meal cooked (Burger King, n.d). In 2007, Burger King created a sodium task force to look at the levels of sodium in key menu items. The task force at this time is looking at a number of techniques to reduce sodium, while meeting or exceeding current taste profiles across its menu offerings (Burger King, n.d). Moreover, Burger King pays a lot of attention when it comes to Nutrition. Currently, Burger King offers more than 350 exclusive meal combinations with 650 calories or less under one third of the USDA’s (which stands for United States Department of Agriculture) recommended 2,000 calorie daily diet. Furthermore, in the last two years, Burger King focused much of its efforts on childhood nutrition initiatives. One of their main initiatives has included in implementing the nutrition guidelines in the U.S., Canada and Europe for children under twelve. Another initiative is the "establishment of a multi-discipline nutrition task force that includes a nutritionist and representatives from marketing, legal, product innovation, regulatory, product safety and corporate communications” (Burger King, n.d). In addition, Burger King “product innovation teams are regularly working with its trained chefs and nutritionist to develop new menu options that provide a choice of great tasting food while meeting its guests’ nutritional needs” (Burger King, n.d). Nevertheless, the visitors of Burger King’s website can have a look at the nutrition facts and ingredients of the meals. Commonly, customers like the look of the meal they order in terms of taste as well as visual appeal. Hence why Burger King has a lot of meals where the customer can customize them the way they like them to be. On the other hand, Burger King declares that value is an important element for its customers that can help them make their choices. By providing a good value, BK provides quality, too. (Burger King, n.d).The matrix shows that Burger King has the preference in terms of taste. Wendy’s, which is one of the main competitors of BK, comes next while McDonald’s after both of the two corporations. The reason for that would be that Burger King makes delicious burgers by using unique recipes and the best materials, along with fresh food with real ingredients that provide the best tasting food. In addition, a research has shown that the percentage of fat and sodium in BK’s burgers is higher than both of McDonald’s and Wendy’s (Oracle’ ThinkQuest, n.d). Moreover, BK has an active programme of sensory testing to ensure that they meet the expectations of its customers of great tasting burgers (Burger King, n.d). In terms of nutrition, Wendy’s is the best. For instance, the percentage of protein in the cheeseburger is 25 while BK is 23 and McDonald’s 15. Not to forget that Wendy’s has the lowest percentage of fat in their burgers than both of BK and McDonald’s (Oracle’ ThinkQuest, n.d). BK provides quality for a good price. Additionally, BK’s burgers have the best visual appeal. Its management has a great sense of creativity. McDonald’s menu, however, is the less expensive (Fast Food Menu Prices, 2013). On the other hand, the items in Wendy’s menu are more expensive than Burger King (Fowler, 2012). However, the burger sales are down at both of Wendy’s and McDonald’s while at Burger King it is the opposite. The earnings of BK in the first-quarter were higher than both of McDonald’s and Wendy’s as BK earned $35.8 million, approximately (McBride, 2013). Customers want their meals to be delivered as fast as possible as naturally people do not like waiting when they are hungry. Whether for an inside or outside delivery, Burger King serves their customer as fast as possible. When it comes to home delivery, in 2012, Burger King seemed to take the idea very seriously as it was looking for reclaiming its second spot behind McDonald’s in the fast food chain (Tice, 2012). At the present time, BK wants from their customers to enjoy the convenience of its delivery to them. Moreover, BK gives its BK Loyalty Program members a special treatment by providing tempting offers when they order. Burger King has the human capital and the sophisticated tools to achieve what requires to be done. In terms of hospitality, BK trains and developing its employees by providing them training and developing programs as the employees are the public face of its band. Furthermore, BK pays a lot of attention to diversity as it wants its employees to treat all customers the way they want and prefer as employees have the cultural knowledge (Burger King, n.d). BK’s employees have the quality and are flexible to adapting to different circumstances as the training and developing programs help them with adapting and problem solving (Burger King, n.d). There is a program that BK provides to its staff which is called Equipment Knowledge program (BK Careers, n.d). The program is about keeping the employees up-to-date about the latest equipment and facilities that have been brought in and training them of the way of using these new tools as Burger King seeks to move forward in terms of flexibility (Restaurant Services, Inc., n.d).2.4.5 Prototyping and Final Design1400175352425-76200-238125The displayed pictures above present the final product as well as the packaging. The original burger sandwich will include a half-pound of organic beef, brown bread, cheddar cheese, lettuce, tomato and mayonnaise. Also, a cheese sauce will be added at the top. However, the customer can decides whatever he/she wants in the sandwich by selecting from a variety of the ingredients that Burger King provides, whether he wants a double beef or chicken burger and any type of sauce that are provided. He can also decide whether he wants a low-fat mayonnaise or the original type that come with the sandwich. In terms of outside packaging, Burger King places the sandwich in a pack that has a creative design and easy to open. While on inside the restaurant, the sandwich will be placed on a leaflet which is served on a plastic tray.ConclusionIn this report we have talked briefly about BK's background history and gave a summary of their operation, market, product, primary and secondary market plus their stakeholders. Also the importance of NPD procedure to any company was analyzed. In addition we have chosen the five stage model to create the NPD procedure. Three ideas were generated through multiple sources but after screening, only one got accepted. BibliographyA Whooping Success (2008). Burger King food chain. Retrieved from and Disadvantages (n.d.). Retrieved from , G. (2012). Stages process steps of new product development. Retrieved from , C. (2013). Benefits of market research. Retrieved from Business (2011, October 17). Hungry Jack’s adds Organic Burger down under. Retrieved from King (n.d). Corporate Responsibility: Our commitment to People. Retrieved from King (n.d). Our commitment to Food. Retrieved from King Profit. (2013). Burger King profit beats estimates as costs fall. Retrieved from King (2011). Investor relations. Retrieved from King. (2012). Investor relation. Retrieved from King. (n.d.). Burger king commitments. Retrieved from , C. & Hale, K. (2007). The importance of design in business. Retrieved from (2011, August 6). Restaurant replaces menus with iPads [Video file]. Retrieved from generation (n.d.). Retrieved from , D. (n.d.). Burger King Franchise review. Retrieved from , J. (2006). Miami HQ sniffs around burger success. Retrieved from (n.d.). NPD model like ADDIE only different. Retrieved from , J. (2012, April 27). 7 reasons Wendy’s surpassed Burger King. Retrieved from (2007, September 28). Smoking in restaurants [Video file]. Retrieved from , Y. (2005). Do customers really want healthy fast food?. Retrieved from ’s Organizational Management (2013, July 10). Burger King: Stakeholders and Shareholder Orientation. Retrieved from é, M. (2010). The importance of product design and packaging in branding. Retrieved from of research options. (n.d.). Retrieved from , G. (n.d.). History of burger king corporation. Retrieved from , P. (1988). Chicken internationals take burger king test. Retrieved from , R. & Prahalad, D. (2010). The role of design in business. Retrieved from and Facts (n.d.). Statics and fact on fast food. Retrieved from , K., Scott, E., Makkar, B., Dickson, C., & Stein, B. (n.d.). The final design and prototype. Retrieved from Website/The Final Design and Prototype.htmThorn, B. (2011). Burger king revamps chicken tenders. Retrieved from , M. (n.d.). Product design. Retrieved from Finance. (2013). Burger king worldwide. Retrieved from , K. (n.d.). Does healthy sell?. Retrieved from ................
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