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Burger King is a reliable burger company which has had its ups and downs. In 1974, it
came out with a slogan of "Have it your way" and at this time it also had a 4 % market
share. Burger Kings idea was to have the customer have their burger done their way rather
than a standard burger. In the early 80s Burger King was trying to keep sales growing so
they had to keep changing their advertising. In 1982 "Battle of the burgers" and "Arent you
hungry for a Burger king now?" were the slogans used. In 1983 "Broiling vs. frying" and
1985 "The big switch". All these ads throughout the years helped increase market shares
from 7.6% to 8.3% from 1983 to 1985. "Search for herb" was a slogan used by BK about a
person that has never tasted a whopper burger, this campaign was supposed to increase
market share by 10% but in reality only increased it by 1% it was a disaster. In 1986-1987
"this is a burger king town" and "best food for fast times" brought a lot of attention to the
company. In 1988 "We do it like you do it" was used often but a year later they came out
with two new slogans which confused the customer. In 1989 "Sometimes you gotta break
the rules" and "BK tee vee" with MTV and Dan Cortese with "I love this place". This was
another huge setback for BK because people on the go and parents found this ad loud and
irritating. BK at this time has failed to establish a solid image that would differentiate it
from its competitors. Ads if anything only confused consumers as to what advantages BK
offered. In 1993 it had a market share of 6.1% were McDonalds had 15.6% and BKs sales
were growing slower than its rivals.
Failed advertising campaigns werent the only problems, they also had internal problems.
Management lacked focus and direction and has struggled with marketing mix decisions.
Franchises became confused and angered, service was slow and food preparation wasnt
consistent. Burger King lost its core product-flame broiled burgers, made the way the
customer wanted them. Another thing that hurt them was the fact they didnt lower prices to
keep competing with their competitors this led to a below average sales growth. Many in
store promotion also failed. In 1993 a new CEO was introduced, this allowed for huge
