UJustin Sullivan / Getty Izithombe Iindawo zokutyela ziza kwaye zihambe-rhoqo. Ngoku ka I-CNBC , Ixabiso lokuvalwa (elinokwahluka kakhulu) ngokomyinge malunga neepesenti ezingama-60 zokutyela ezintsha ezingakhange zisibone isikhumbuzo sazo sokuqala. Oku kuphakama ngakumbi xa ujonga iivenkile zokutyela ezivulekileyo iminyaka engaphantsi kwemihlanu - kwezo meko, zimalunga neepesenti ezingama-80. Ayizizo iingxaki ezinkulu.
Kwaye yile nto yenza ukuba imixokelelwane emikhulu ibe nomtsalane ngakumbi - inokuba iqale njengevenkile ezincinci zomama-kunye-pop, kodwa bayabetha amathuba kwaye baba ziijuggernauts ezinelogo ezaziwayo kwihlabathi liphela. Thatha UKumkani weBurger , umzekelo. Oko kwaqalwa nguKeith Kramer kunye noMichael Burns ngo-1953, kwaye bayibiza ngokuba yi-Insta-Burger King. I-franchise yokuqala, utsho Ibhalansi kwiShishini elincinci , weza nje kunyaka olandelayo. Ukusuka apho? Ewe, wonke umntu uyazi uBurger King kunye nokumkani wabo owoyikekayo mascot namhlanje. Banamawaka eendawo kwihlabathi liphela, kwaye zezona nkcazo zokutya okukhawulezayo kokutya.
Banokubonakala bengenakuchukunyiswa, phezulu phaya phezulu ngokuthandwa kukaMcDonald's kwaye ... kulungile, malunga nayo, inene. Kodwa inyani kukuba, abekho- bajongene nesidingo sokukhula rhoqo kunye nokutshintsha njengayo yonke imakethi. Kufuneka bahambisane neendlela eziguqukayo, kodwa kule minyaka idlulileyo, bekungekho konke ukuhamba ngesikhephe okucacileyo kunye nokukhanya okucacileyo kukaKumkani. Ngoba? Inzulu.
Nantsi into eyenzekayo kuBurger King
UThomas Samson / Getty Izithombe Ngo-Meyi ka-2019, uBurger King wabhengeza into engaqhelekanga: bafuna ukuvala umsantsa wamanani phakathi kwabo kunye McDonald's nangakumbi, ke be ... zivala iivenkile?
Ewe, utsho Ishishini lokutyela , kwaye linyathelo elinomdla lokuhamba kwicala labo. Ngexesha lesibhengezo, babenendawo ezijikeleze i-U.S. 7,300 (xa kuthelekiswa ne-13,900-ish U.S. McDonald's uqhayisile). Ukuze basondele kumanani kaMcDonald, babeza kuqala ngokuvala phakathi kweendawo ezingama-200 ukuya kuma-250. Oko ibikukutsiba okukhulu ekuvaleni, njengoko iBurger King ihlala iphakathi kwe-100 ukuya kwi-130 yokuvalwa kwevenkile ngonyaka ngamnye kukhokelela kwesi sibhengezo sihle.
Ke, yintoni enika? Okokuqala, ayizukwenzeka ngaxeshanye, kwaye uBurger King uthi ukuvalwa kuya kuthi, ubukhulu becala, kwenzeke ngokuqengqeleka njengoko kusiza ixesha lokuba iikontraka zabanini bamalungelo mazihlaziywe ... okanye zipheliswe. Ngokomndilili, iivenkile ezibekelwe ukuvalwa zenza i-1 yezigidi ngonyaka kwintengiso. Ayisiyongozi kwaphela, kodwa kuqwalaselwa iindawo zokutyela ezitsha nezinenzuzo malunga ne-1.5 yezigidi zeedola, ezibeka izinto ngendlela efanelekileyo, akunjalo?
UMongameli weBurger King eMelika, uChris Finazzo, wayibeka ngolu hlobo: 'Ukuvala iindawo zokutyela ezinomthamo omncinci kudala umjikelo ophucukileyo wenzuzo.' Ngaphandle kokuvalwa, uFinazzo ukwathe uyakholelwa ukuba akukho ndawo yaneleyo yokuvula iindawo ezininzi, kodwa kukho ezinye izinto ekufuneka zenzekile.
iflank steak vs ujikelezo oluphezulu
IBurger King iye yacotha ukuhlaziya umfanekiso wayo
UMat Cardy / Getty Izithombe Ekupheleni konyaka we-2018, uBurger King waqala ukuthetha malunga nezicwangciso zabo ezintsha, zoyilo lwekamva. Bayibiza ngokuba yi 'Burger King of Tomorrow', utsho Imagazini yeQSR , kwaye besenza loo mpendulo kwintengiso ecothayo.
Izicwangciso zeendawo zeBurger King zazibandakanya izinto ezinje ngokuqhuba ngaphezulu kweedrive-thrus ukunika iivenkile zokutyela imizila emibini, kwaye bebejonga nokongeza ngaphandle, iibhodi zemenyu yedijithali, kunye nokudityaniswa kweapps. Baye bazakongeza ii-kiosks zokuzenzela, kwaye ukuba zonke izandi ziyaziwa, kufanele-yile nto uMcDonald's anayo, ubukhulu becala, esele yenziwe Ukuntywila kwindawo yokutyela amanqaku ngumkhankaso obizwa ngokufanayo: 'Amava eKamva.'
Ngelixa besenza isibhengezo, babengenalo ixesha elifanelekileyo elichanekileyo xa iivenkile esele zikhona zizakufumana ubuso babo, kodwa ayilotyalo mali lincinci. Ikwayenye ewela kakhulu emagxeni eefranchisees, nangona uBurger King ethe bazokunceda ii-franchisees ngaphandle kwaye banikezele ngerhafu kwabo bagqibezela uhlaziyo ngaphambi kweshedyuli. Okwangoku, ayinakuphikwa ukuba baseyinyathelo emva kukaMcDonald's, kwaye ayilunganga ishishini ... okanye umfanekiso wabo. Itekhnoloji ihamba ngokukhawuleza, kwaye amashishini kulindeleke ukuba aqhubeke namaxesha. Ukuba abenzi njalo, abathengi baya kuya kwenye indawo.
IBurger King ibambekile kwi-gimmicks
IMiguel Villagran / imifanekiso kaFetty Nini CNN Ukujonga nje ukuba kutheni uBurger King ewile ngasemva kwabo bakhuphisana nabo, inxenye yesizathu, bathi, kukuba bajolise kwinto engeyiyo. Endaweni yokugxila, yithi, ukongeza izinto ezintsha zemenyu eziya kwenza ukuba abantu babuye rhoqo, uBurger King uhambe ngendlela eyahlukileyo: i-gimmick.
Bathetha ntoni? Thatha i-2018's Halloween stunt, xa bakhupha ukubukeka kwabo okungathandekiyo 'UKumkani wobusuku,' umzekelo. I-burger yexesha elinomda iqulethe-iphulo lesibhengezo-indibaniselwano ethile yeeproteni kunye nezithako ezinokuphazamisa iipateni zokulala kwaye zibangele amaphupha amabi . Inzululwazi eyiyo yayingathandabuzeki, kodwa nantsi into - ngelixa ngokungathandabuzekiyo lafumana abantu emnyango bafuna ukunika uKumkani we-Nightmare ukuzama, kwakungeyona into egcina abantu bebuya. Baye bangena, bafumana i-burger yabo eluhlaza engacacanga, emva koko bahamba ngesiqhelo xa kugqityiwe ukunyuswa.
Umzuzu ucothisiwe, ukuthengisa kuye kwancipha kwakhona, kwaye ayisebenzi kangako, yithi, yenza uhlobo olutsha lwe Ngomphi leyo iya kuba yinto ethandwayo yemenyu. Iimpawu ezintle zilungile, kodwa into entsha iyaphela. Ukubethela lixesha elifutshane, kwaye into efunwa nguBurger King lixesha elide, abathengi abazinikeleyo abathanda iimveliso zabo kwaye abanakubafumana naphi na.
UBurger King akenzanga ukubala kwasekuseni
UJustin Sullivan / Getty Izithombe Ugqibele nini ukuya UKumkani weBurger ngesidlo sakusasa? Kusenokwenzeka ukuba lixesha, akunjalo? Ngokuqinisekileyo, iCroissan'wich ilungile kodwa ikofu inokuba ngcono, kwaye ayilunganga ngokwaneleyo ukuba uhlale ubuya, andibi kunjalo? Kwaye yingxaki enkulu leyo UKumkani weBurger .
Malunga nelo xesha uBurger King wabhengeza ukuba bazokuvala ezinye zevenkile zabo eziqhuba kakubi, bakwazisa ukuba bazakufumana iindlela ezintsha zokuzama ukoyisa isihlwele sakusasa esiqinileyo. Isidlo sakusasa, utsho Ishishini lokutyela , yindawo enkulu ebuthathaka kwisicwangciso seshishini sikaBurger King. Xa ujonga amanani esidlo sakusasa nje, umndilili weBurger King wenza malunga nesiqingatha nje nge-McDonald's ephakathi. Kwaye ayilunganga iBurger King. Xa iakhawunti yokutya iphela yeepesenti ezili-15 zamanani entengiso, kukho into engekhoyo.
Ngaphandle kokucacileyo-abathengi-uBurger King uthi baphoswa kukudala isizathu sokuba abantu babenze babe yinxalenye yenkqubo yabo yakusasa. Kwakufuneka bayiphucule kofu umdlalo, kubaqalayo, kwaye bafuna nje ukufumana igama malunga nezo Croissan'wiches ukuba bafuna ukufikelela naphi na kufutshane noMcDonald's kunye Iqanda McMuffins . Ukuphelisa isihlwele kude nesidlo sakusasa kuya kuba nzima, kodwa baya kukudubula.
Imizabalazo kaBurger King ivela kwigama elinye: iMcDonald's
URobyn Beck / Getty Izithombe Kukho konke ukulunga, UKumkani weBurger Unento yokulwa idabi. Olona khuphiswano lwabo lukhulu lolunye lweyona nto ibalulekileyo, eyaziwayo kwihlabathi liphela, kwaye Uyilo lweNduli ithi nkqu nelogo yabo yenye yezona zinto zaziwa ngokulula kwihlabathi. Nokuba inkampani inkulu njengeBurger King, ukuba nembangi enkulu njengoMcDonald's kubonakalisa imiceli mngeni.
UBurger King ubhengeze isicwangciso sabo esikhulu sokuhlengahlengisa- ngaphandle komda wokumiliselwa-kwiinyanga nje ezimbalwa emva kokuba uMcDonald ebhengeze ukuba balahla imali eyothusayo yeebhiliyoni zeedola ezi-6 zokuphucula iivenkile zokutyela zase-US. Kwakukho ngo-2018, kwaye babenomda wexesha-wawuza kukhutshwa nge-2020.
Kwaye ngokwe CNN , Olu hlobo lokhuphiswano yinto enkulu. Ayisiyongxaki nje yokufumana abathengi emnyango, ngumcimbi wokufumana ii-franchisees ebhodini. Ngelixa iinkampani ezincinci- njengeBurger King- zingasokola ekufumaneni ii-franchisees zokuvuma ukwenza utyalo-mali, utshintsho kunye nokuphucula, iMcDonald's inerekhodi yeziphumo ezikhuthaza ukuthembeka okwenza izinto zenziwe. Ngeli xesha, uBurger King ushiyekile ukuba eze ngasemva.
Khange ulubone nje ukukhula kukaBurger King
UJustin Sullivan / Getty Izithombe Ngoku ka Imagazini yeQSR , Ukujonga iindawo zokutyela zase-Burger King zase-US zipeyinta kuphela inxalenye encinci yomfanekiso. Ngelo xesha ukuthengiswa kweivenkile ezifanayo kwakusiwa, amanani ayenyuka kwihlabathi jikelele.
Kwaye yinto ekulula ukuyihoya, kuba sihlala sisiva kuphela malunga nezinto eziqhubekayo eyadini yethu. Kwangelo xesha babhengeze ukuba bazokuvala iivenkile ezingasebenzi kakuhle, inkampani yabazali bakaBurger King, iRestaurant Brands International, watsho futhi Baceba ukubetha uphawu lwendawo engama-40,000 ngaphambi kowama-2029. (I-RBI ikwangayo Popey ewe kunye noTim Hortons Oko kuya kuthetha ukuvula indawo ezingama-14,000 ngaphezulu kwazo zonke iimveliso zazo, nantsi into emangazayo- kukho inani elothusayo leendawo zokutyela zeBurger King ezirhola uphawu ngohlobo lwazo lweebhutsi.
Ngexesha lokwaziswa, bekukho iivenkile ezingama-7 617 zeBurger King eMntla Merika. Thelekisa oko neLatin America, iAsia Pacific, iYurophu, uMbindi Mpuma, kunye neAfrika - zidityanisiwe, babeneendawo ezili-10 179. Ishishini lalikhula, kwaye ukujonga ngokusondeleyo kumanani eLatin America kubonisa ukuba balandela abo bakhuphisana nabo kufutshane ngamakhulu ambalwa eendawo. Isifundo apha kukuba uBurger King unokubonakala ngathi uyasokola e-US, kodwa kwihlabathi liphela, benza kakuhle.
Kwakukho ukubuyela umva okukhulu ngokuchasene neBurger Kingproduct
Facebook Kwasekuqaleni kwe-2019, uBurger King wenza intshukumo enobungozi: ukuqhubeka Izidlo ezonwabileyo zikaMcDonald . Ayisiyongozi ngokwayo, kodwa indlela abayenze ngayo ibiyiyo. 'Ukutya kwabo okwenyani' kubandakanya izinto ezinje ngeSidlo esiBlue kunye neSidlo se-DGAF. Inxalenye ethile yayiyilelwe ukuba ibe ngumdubhu eMcDonald's, kwaye ngokuyinxenye, yayiyilwe ngokubambisana neMental Health America, ukuhlonipha iNyanga yoKwazisa ngeMpilo yeNgqondo.
Kwakungekho kudala I-CNBC baxela ukuba benze abantu abaninzi bacaphuka kakhulu ngenxa yezizathu ezithile. Abanye babebatyhola ngokusebenzisa isigulo sengqondo ukuthatha ujingi kukhuphiswano kunye nokuvula inzuzo, ngelixa abanye bebesithi iimood azifani nokugula ngengqondo.
Nangona abanye beyincoma imigudu kaBurger King yokuqalisa incoko malunga nokugula ngengqondo, abanye ugwetyelwe ukungahambi ngokwaneleyo-njengokungaboneleli ngezixhobo kwabo baphila nokugula ngengqondo, kunye nokwenza ukuba kube yinto eyodwa endaweni yesizathu esisemthethweni, esisebenza ixesha elide.
Unjingalwazi kwimidiya yedijithali kunye nentengiso eCarnegie Mellon's Heinz College wayibeka ngolu hlobo: 'Ukuba uluntu ngokubanzi lufumanisa ukuba isenzo sakho asihambelani nomyalezo wakho, oko kunokuba yingozi kwinkampani.'
UBurger King ubaphosile abajolise kubo nge-Impossible Whopper
Ifoto nguDrew Angerer / Getty Izithombe Kubantu abaninzi, isibhengezo sokuba uBurger King uzakube edibana naye Ukutya okungenakwenzeka Ukuphuhlisa i-Impossible Whopper esekwe kwisityalo yayinomdla omkhulu. Okokugqibela, ukhetho lwemifuno kunye nemifuno yesidlo sasemini esikhawulezayo ekuhambeni! Kwakukho, ngokujonga nje, uloyiso olupheleleyo, kodwa kwabakho ukubamba okukhulu Inc. wathi ayisiyo nje ukubamba, yayiyimpazamo enkulu eyahlukanisa abantu abaninzi.
yeyiphi incasa ngumbethe omnyama wentaba
Xa uBurger King ebhengeza i-burger yabo yemifuno, kwakubonakala ngathi abaphumelelanga ukungacingi, kodwa ukuba bazoyibetha iMcDonald's. Kude kube, oko kukuthi, bayamkele into yokuba isityalo sisekwe Abaqhubi abangenakwenzeka beza kuphekwa kwizixhobo ezifanayo ezisetyenziselwa inyama yenkomo nenkuku.
Yayiyingqushu enkulu, kwaye oko kwakuthetha ukuba i-burger engenanyama yayingeyiyo imifuno okanye Umthambo emveni kwakho konke. (Kukwakhona ingxaki ye-mayo esekwe kwiqanda eboniswa kwii-burger kwaye ayisiyiyo vegan kwaphela, kodwa ubuncinci ungacela ukuba ishiyeke.)
Akunakwenzeka ukuba uchaze ukuba yayinkulu kangakanani i-swing-and-a-miss le yayiyile Burger King. Jonga ngale ndlela: yintoni embi ngakumbi kunokungasamkeli isiseko sabathengi abanokufuna ukhetho kwisidlo semifuno? Ukuyazi, ukwenza abantu bonwabe, emva koko bayenze ngendlela engalunganga ngendlela enokuthi ivele njengokuthukisa. Yhu.
Imikhankaso yentengiso yeBurger King iye yahlukanisa abantu abaninzi
UMichael Thomas / i-Getty Izithombe Imikhankaso yentengiso imele ukuba ikwenze ufune ukuthenga imveliso, ungaziva uyotyiwe ngumbutho. Kodwa uBurger King uneqela lemikhankaso yentengiso ngokuqinisekileyo engaphezulu kokugqibela.
Ngo-2009, kwabakho loo ntengiso ye-BK Super Seven Incher ethi, masinyaniseke, uyazi nje ngeli gama ukuba bayithengisa njani. Phosa kumfazi oqaqambileyo evule umlomo wakhe, i-caption 'Iya kuyiphephetha ingqondo yakho,' kwaye yayingeyonto ingacacanga njengokuba yayiyinto ekrwada. UIzebhele bayibiza ngokuba 'iyinto enkulu,' kwaye imodeli- eyayingavumanga ukuba kwintengiso-yayigweba njengomfanekiso wohlaselo ngokwesondo (nge Umnxeba ). Esi sibhengezo sakhululwa eSingapore, kodwa ngokukhawuleza sahamba kwintsholongwane.
Isebe laseRussia leBurger King lenze iimpazamo ezintle, nazo. Kwi-2018, uBurger King waseRussia wathembisa ukutya simahla kobomi kunye nebhaso lemali kuye nawuphina umntu wasetyhini owasebenzisa iNdebe yeHlabathi- kunye nabadlali bebhola ekhatywayo bamanye amazwe- ukuze bakhulelwe iintsana zabo (nge PR Yonke imihla ).
Ngaba bafundile? Nah. Ngo-2019, CNN uxele uBurger King eNew Zealand wayebuyela umva nzima emva kokuba kubonisiwe ukuba ukusebenzisa iifoto zabantu abadla i-burger ngezinti yayiyindlela embi yokubhengeza isandwich yabo yaseVietnam Sweet Chili Tendercrisp. Yikes.
IBurger King ibone ukwehla kwezithuthi zeminyaka eliwaka
U-Anne-christine Poujoulat / Getty Izithombe I-Millennials ityholwa kakhulu, kodwa ikamva- kwaye bayila indlela iinkampani ezenza ngayo ishishini. Ngoku ka Forbes , Oko bekuyinyani ngokutya okukhawulezayo kokutya, kwaye kude kube ngo-2014, uBurger King wayefumanisa ukuba babengenamdla kwisizukulwana sewaka leminyaka.
Nalu ubalo olunomdla (kunye nokuxelayo): ukusukela ngo-2007 ukuya ku-2014, uBurger King wabona ukwanda kweepesenti ezine kutrafikhi yabo. Intle kakhulu! Into engalunganga kukuba ngeli xesha linye, babone ukwehla kwepesenti ezintlanu kwezothutho kudidi lwemillennials enengeniso ephantsi. Xa kufikwa kwimillennials enengeniso ephezulu, utshintsho lwalulukhulu nangakumbi- yayili-16 leepesenti.
I-Burger King ayisiyiyo yodwa ikhonkrithi esokola ukuzama ukufumana indlela yoo millennials kwaye ubabuyise ngomnyango (okanye drive-thru), kodwa ukungabikho komdla kuhlobo olufanayo lokutya okufumene izizukulwana ezidlulileyo Imincili ngokuqinisekileyo yinto uBurger King ekufuneka eyiqwalasele.
Ayizizo zonke iindaba ezimbi kubalandeli beBurger King
UMichael Thomas / i-Getty Izithombe Musa ukukhathazeka, abalandeli beBurger King-ayizizo zonke iindaba ezimbi. Ayisiyiyo kuphela into yokuba kukho izicwangciso zokuvula iivenkile ezintsha endaweni yezo zivalayo, kodwa ngokwe Forbes , Umntu omnye uhambe indlela ende ekujojeleni ubomi obutsha kwimveliso yamashumi eminyaka, kwaye igama lakhe nguDaniel Schwartz.
UScwartz wayeneminyaka engama-29 kuphela ubudala xa waba ngu-Burger King's CFO, kwaye wayeneminyaka engama-32 ubudala xa wabizwa njengomphathi omkhulu ophetheyo ngokwenza ukuba uBurger King aphole kwakhona, kwaye loo nto yabaluleka kakhulu kwityathanga. Forbes uthi wenze konke ngokuchanekileyo. Ukusuka kulungelelwaniso lokutya ekunciphiseni ukubhatalwa, ukuthengisa iijets zeshishini, ukukhuthaza abasebenzi ukuba benze iifowuni simahla ngeSkype, kunye nokunikezela ngeevenkile kwinkampani kulawulo lweefranchisees, uSchwartz utyholwa ngokwenza into nokuba iMcDonald's ayinakuphumelela- kwi2018, ingeniso yabo itsibe iipesenti ezili-17. Isitokhwe sinyukile, kwaye malunga ne-100 yabaphathi beenkampani zabazali bakaBurger King - abathi bavuzwa ngenkuthazo ukuba bathathe isigqibo sokutyala imali kwinkampani yabo - baba zizigidi.
Ke ayisiyiyo yonke intshabalalo kunye nesithokothoko sikaBurger King. Basenokuba bavala iivenkile- enye inokuba kwindawo yakho- kwaye banokuba bajongana nemizabalazo yabo, kodwa ungababaleli ngaphandle. Hayi ngompu omde.
