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Trading name
Burger King
Type
Public
Traded as
NYSE: BKW
Industry
Restaurants
Genre
Predecessor
Insta-Burger King
Insta-Burger King: July 28,
1953 in Jacksonville, Florida
Founded
Founder
Area served
Global
Alexandre Behring (Chairman)
[1]
Key people
Products
Revenue
Operating income
Net income
Total assets
Total equity
Number of
employees
Parent
Website
This box:
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Burger King, often abbreviated as BK, is a global chain of hamburger fast food restaurants
headquartered in unincorporated Miami-Dade County, Florida, United States. The company
began in 1953 as Insta-Burger King, a Jacksonville, Florida-based restaurant chain. After InstaBurger King ran into financial difficulties in 1954, its two Miami-based franchisees, David
Edgerton and James McLamore, purchased the company and renamed it Burger King. Over the
next half century, the company would change hands four times, with its third set of owners, a
partnership of TPG Capital, Bain Capital, and Goldman Sachs Capital Partners, taking it public
in 2002. In late 2010, 3G Capital of Brazil acquired a majority stake in BK in a deal valued at
US$3.26 billion. The new owners promptly initiated a restructuring of the company to reverse its
fortunes. 3G, along with partner Berkshire Hathaway, eventually merged the company with
Canadian-based donut chain Tim Hortons.
At the end of fiscal year 2013, Burger King reported it had over 13,000 outlets in 79 countries; of
these, 66 percent are in the United States and 99 percent are privately owned and operated with
its new owners moving to an entirely franchised model in 2013. BK has historically used several
variations of franchising to expand its operations. The manner in which the company licenses its
franchisees varies depending on the region, with some regional franchises, known as master
franchises, responsible for selling franchise sub-licenses on the company's behalf. Burger King's
relationship with its franchises has not always been harmonious. Occasional spats between the
two have caused numerous issues, and in several instances the company's and its licensees'
relations have degenerated into precedent-setting court cases.
The Burger King menu has expanded from a basic offering of burgers, French fries, sodas, and
milkshakes in 1954, to a larger, more diverse set of product offerings. In 1957, the Whopper was
the first major addition to the menu; it has since become Burger King's signature product.
Conversely, BK has introduced many products which failed to catch hold in the marketplace.
Some of these failures in the United States have seen success in foreign markets, where BK has
also tailored its menu for regional tastes. From 2002 to 2010, Burger King aggressively targeted
the 1834 male demographic with larger products that often carried correspondingly large
amounts of unhealthy fats and trans-fats. This tactic would eventually come to hurt the
company's financial underpinnings and cast a negative pall on its earnings. Beginning in 2011,
the company began to move away from the previous male-oriented menu and introduce new
menu items, product reformulations, and packaging as part of 3G Capital's restructuring plans of
the company.
The 1970s were the "Golden Age" of Burger King advertising, but beginning in the early 1980s,
the company's advertising began to lose focus; a series of less successful ad campaigns created
by a procession of advertising agencies continued for the next two decades. In 2003, Burger King
hired the Miami-based advertising agency of Crispin Porter + Bogusky (CP+B). CP+B
completely reorganized Burger King's advertising with a series of new campaigns centered on a
redesigned Burger King character accompanied with a new online presence. While highly
successful, some of CP+B commercials were derided for perceived sexism or cultural
insensitivity. New owner, 3G Capital, terminated the relationship with CP+B in 2011 and moved
its advertising to McGarryBowen to begin a new product oriented campaign with expanded
demographic targeting.
Contents
1 History
2 Structure and operations
3 Franchises
4 International operations
7 Products
o
7.1 Equipment
8 Advertising
9 See also
10 References
11 External links
History
Main article: History of Burger King
executive Donald N. Smith to help revamp the company. In a plan called Operation Phoenix,[5]:118
Smith restructured corporate business practices at all levels of the company. Changes included
updated franchise agreements,[6] a broader menu,[5]:119[6]:66 and new, standardized restaurant designs.
Smith left Burger King for PepsiCo in 1980,[7] shortly before a system-wide decline in sales.
Pillsbury Executive Vice President of Restaurant Operations Norman E. Brinker was tasked with
turning the brand around and strengthening its position against its main rival, McDonald's. One
of his initiatives was a new advertising campaign featuring a series of attack ads against its major
competitors. This campaign started a competitive period between the top burger chains, known
as the Burger Wars.[8] Brinker left Burger King in 1984, to take over Dallas-based gourmet burger
chain Chili's.[9]
Smith and Brinker's efforts were initially effective,[7] but, after their respective departures,
Pillsbury relaxed or discarded many of their changes and scaled back on construction of new
locations. These actions stalled corporate growth and sales declined again, eventually resulting in
a damaging fiscal slump for Burger King and Pillsbury.[10][11] Poor operation and ineffectual
leadership continued to bog down the company for many years.[11][12] Pillsbury was acquired by
the British entertainment conglomerate Grand Metropolitan in 1989.[13][14]
Initially Grand Met attempted to bring the chain top profitability under newly minted CEO Barry
Gibbons, the changes he initiated during his two-year tenure were hit or miss. Successful new
product introductions and product tie-ins with the Walt Disney company were offset by
continuing image problems and ineffectual advertising programs.[15] Additionally, Gibbons sold
off several of the company's assets in attempt to profit from their sale and terminated many staff
members.[16][17][18] After Gibbon's departure, a series of CEO each tried to repair the brand by
changing the menu, bringing in new ad agencies and other changes.[19][20][21]
The parental disregard of the Burger King brand continued through Grand Metropolitan's merger
with Guinness in 1997, when the two organizations formed the new holding company Diageo.[22]
Eventually, the ongoing, systematic institutional neglect of the brand through the string of
owners damaged the company to the point where major franchises were driven out of business
and its total value was significantly decreased.[23] Diageo eventually decided to divest itself of the
money-losing chain and put the company up for sale in 2000.[24][25]
new owners rapidly moved to revitalize and reorganize the company, culminating with the
company being taken public in 2006 with a highly successful initial public offering.[27][28] The
firms' strategy for turning the chain around included a new advertising agency and new ad
campaigns,[29][30][31] a revamped menu strategy,[32] a series of programs designed to revamp
individual stores,[33] a new restaurant concept called the BK Whopper Bar,[34] and a new design
format called 20/20.[34] These changes successfully re-energized the company, leading to a score
of profitable quarters.[35] Yet, despite the successes of the new owners, the effects of the financial
crisis of 20072010 weakened the company's financial outlooks while those of its immediate
competitor McDonald's grew.[35][36] The falling value of Burger King eventually led to TPG and its
partners divesting their interest in the chain in a US$3.26 billion sale to 3G Capital of Brazil.[37][38]
Analysts from financial firms UBS and Stifel Nicolaus agreed that 3G would have to invest
heavily in the company to help reverse its fortunes.[38][39] After the deal was completed, the
company's stock was removed from the New York Stock Exchange, ending a four-year period as
a public company.[40][41] The delisting of its stock was designed to help the company repair its
fundamental business structures and continue working to close the gap with McDonald's without
having to worry about pleasing shareholders.[39] In the United States domestic market, the chain
has fallen to third place in terms of same store sales behind Ohio-based Wendy's. The decline is
the result of 11 consecutive quarters of same store sales decline.[42]
In August 2014, 3G announced that it planned to acquire the Canadian restaurant and coffee shop
chain Tim Hortons and merge it with Burger King with backing from Warren Buffett's Berkshire
Hathaway. The two chains will retain separate operations post-merger, with Burger King
remaining in its Miami headquarters.[43] A Tim Hortons representative stated that the proposed
merger would allow Tim Hortons to leverage Burger King's resources for international growth.
The combined company will be the third-largest international chain of fast food restaurants.[44][45]
The deal lead to a controversy over the practice of tax inversions, in which a company decreases
the amount of taxes it pays by moving its headquarters to a tax haven, a country with lower rates
but maintains the majority of their operations in their previous location. As a high-profile
instance of tax inversion, news of the merger was criticized by U.S. politicians, who felt that the
move would result in a loss of tax revenue to foreign interests, and could result in further
government pressure against inversions.[45][46][47][48]
Burger King Holdings is the parent company of Burger King, also known as Burger King
Corporation and abbreviated BKC, and is a Delaware corporation formed on 23 July 2002.[3]:4 A
public company, it derives its income from several sources, including property rental and sales
through company owned restaurants;[3]:3 however a substantial portion of its revenue is dependent
on franchise fees.[3]:3 During the transitional period after the acquisition of the company by 3G
Capital, Burger King's board of directors was co-chaired by John W. Chidsey, formerly CEO and
chairman of the company, and Alexandre Behring, managing partner of 3G Capital.[49] By April
2011 the new ownership completed the restructuring of Burger King's corporate management
and Chidsey tendered his resignation, leaving Behring as current CEO and chair.[50]
The company operates approximately 40 subsidiaries globally that oversee franchise operations,
acquisitions and financial obligations such as pensions.[3]:Exhibit 21.1 One example of a subsidiary is
Burger King Brands, Inc. which is responsible for the management of Burger King's intellectual
properties. A wholly owned subsidiary established in 1990,[51] Burger King Brands owns and
manages all trademarks, copyrights and domain names used by the restaurants in the United
States and Canada. It also responsible for providing marketing and related services to the parent
company.[52]
The majority of Burger King restaurants, approximately 90%, are privately held franchises.[53] In
North America Burger King Corporation is responsible for licensing operators and administering
of stores. Internationally the company often pairs with other parties to operate locations or it will
outright sell the operational and administrative rights to a franchisee which is given the
designation of master franchise for the territory. The master franchise will then be expected to
sub-license new stores, provide training support and ensure operational standards are maintained.
In exchange for the oversight responsibilities, the master franchise will receive administrative
and advertising support from Burger King Corporation to ensure a common marketing scheme.[54]
[55]
The 3G Capital ownership group announced in April 2011 that it would begin divesting itself
of many corporate owned locations with the intent to increase the number of privately held
restaurants to 95%.[53]
As the franchisor for the brand, Burger King Holdings has several obligations and
responsibilities; the company designs and deploys corporate training systems while overseeing
brand standards such as building design and appearance.[33][56][57] The company also develops new
products and deploys them after presenting them to its franchises for approval per a 2010
agreement between itself and the franchise ownership groups.[53] Burger King has limited
approval over franchise operations such as minimum hours of operation and promotional pricing.
[58][59]
Additionally Burger King designates approved vendors and distributors while ensuring
safety standards at the productions facilities of its vendors.[3]:69
Burger King is headquartered in a nine-story office tower by the Miami International Airport in
unincorporated Miami-Dade County, Florida.[60] Elaine Walker of the Miami Herald stated that
the headquarters has a "Burger King" sign that drivers on State Road 836 "can't miss." In
addition, the chain planned to build a neon sign on the roof to advertise the brand to passengers
landing at the airport. On Monday 8 July 2002, 130 employees began working at the Burger
King headquarters with the remainder moving in phases in August 2002. Prior to the moving to
its current headquarters in 2002, Burger King had considered moving away from the Miami area;
Miami-Dade County politicians and leaders lobbied against this, and Burger King stayed.[61] In
August 2014 the future of the company's Miami headquarters was again in doubt as reports
surfaced Burger King was in talks with Tim Hortons about buying the Canadian restaurant chain,
with a view to relocating its headquarters to Canada where the corporate tax rate is lower.[62]
The company's previous headquarters were in a southern Dade County campus described by
Walker as "sprawling" and "virtually hidden away."[61] The former headquarters were located on
Old Cutler Blvd in the Cutler census-designated place.[63][64] The former Burger King headquarters
as of 2007 houses rental offices for several companies.[65]
Franchises
Main article: Burger King franchises
chains, preventing them from diverting funds away from their Burger King holdings. This new
policy effectively limited the size of franchisees and prevented larger franchises from
challenging Burger King Corporation as Chart House had.[6]:64 Smith also sought to have BKC be
the primary owner of new locations and rent or lease the restaurants to its franchises. This policy
would allow the company to take over the operations of failing stores or evict those owners who
would not conform to the company guidelines and policies.[15] By 1988, parent company Pillsbury
had relaxed many of Smith's changes, scaled back on the construction of new locations which
resulted in stalled growth of the brand.[10] Neglect of Burger King by new owner Grand Met and
its successor Diageo,[23] further hurt the standing of the brand, causing significant financial
damage to BK franchises and straining relations between the parties.[68]
A Burger King franchise adapted to operate in the historic district of Oaxaca, Mexico
By 2001 and after nearly 18 years of stagnant growth, the state of its franchises was beginning to
affect the value of the company. One of the franchises most heavily affected by the lack of
growth was the nearly 400-store AmeriKing. By 2001, the franchise owner, which until this point
had been struggling under a nearly US$300 million debt load and been shedding stores across the
US, was forced to enter Chapter 11 bankruptcy.[69] The failure of AmeriKing deeply affected the
value of Burger King, and put negotiations between Diaego and the TPC Capital-led group on
hold. The developments eventually forced Diaego to lower the total selling price of the chain by
almost $750 million.[68] After the sale, newly appointed CEO Bradley (Brad) Blum initiated a
program to help roughly 20 percent of its franchises, including its four largest, who were in
financial distress, bankruptcy or had ceased operations altogether.[70] Partnering with Californiabased Trinity Capital, LLC, the company established the Franchisee Financial Restructuring
Initiative, a program to address the financial issues facing BK's financially distressed franchisees.
The initiative was designed to assist franchisees in restructuring their businesses to meet
financial obligations, focus on restaurant operational excellence, reinvest in their operations, and
return to profitability.[71]
Individual franchisees took advantage of the AmeriKing failure; one of BK's regional owners,
Miami-based Al Cabrera, purchased 130 stores located primarily in the Chicago and the upper
mid-west region, from the failed company for a price of $16 million, approximately 88 percent
of their original value. The new company, which started out as Core Value Partners and
eventually became Heartland Foods, also purchased 120 additional stores from distressed owners
and revamped them. The resulting purchases made Cabrera the largest minority franchisee of
Burger King, and Heartland one of the company's top franchises.[72] By 2006, the company was
valued at over $150 million, and was sold to New Yorkbased GSO Capital Partners.[73] Other
purchasers included a three way group of NFL athletes Kevin Faulk, Marcus Allen and Michael
Strahan who collectively purchased 17 stores in the cities of Norfolk and Richmond, Virginia;[74]
and Cincinnati-based franchisee Dave Devoy, who purchased 32 AmeriKing stores. After
investing in new decor, equipment and staff retraining, many of the formerly failing stores have
shown growth approaching 20 percent.[23]
As part of 3G's restructuring plan, the company decided to divest itself of its corporate owned
locations by re-franchising them to private owners and become a 100% franchised operation by
the end of 2013. The project, which began in April 2012, saw the company divest corporate
owned locations in Florida, Canada, Spain, Germany and other regions.[75][76][77] The move gave the
company a Q3, 2013 profit of US$68.2 million over the same quarter, 2012 of US$6.6 million.[75]
At the end of its 2013 fiscal year, Burger King is the second largest chain of hamburger fast food
restaurants in terms of global locations,[3] behind industry bellwether McDonald's (32,400
locations); it is the fourth largest fast food restaurant chain overall after Yum! Brands (parent of
KFC, Taco Bell and Pizza Hut totaling 37,000 locations),[78] McDonald's,[79] and Subway (32,000
locations).[80]
International operations
See also: List of countries with Burger King franchises and Hungry Jack's
division (EMEA), Asia-Pacific (APAC) and Latin America and the Caribbean (LAC).[3]:5 In each
of these regions, Burger King has established several subsidiaries to develop strategic
partnerships and alliances to expand into new territories. In its EMEA group, Burger King's
Switzerland-based subsidiary Burger King Europe GmbH is responsible for the licensing and
development of BK franchises in those regions.[3]:5, Exhibit 21:1[87] In APAC region, the Singapore-based
BK AsiaPac, Pte. Ltd. business unit handles franchising for East Asia, the Asian subcontinent and
all Oceanic territories.[3]:6, Exhibit 21:1[54][88] The LAC region includes Mexico, Central and South America
and the Caribbean Islands and has no centralized operations group.[3]:6, Exhibit 21:1
Australia is the only country in which Burger King does not operate under its own name.[3]:6
When the company set about establishing operations down under in 1971, it found that its
business name was already trademarked by a takeaway food shop in Adelaide.[89] As a result,
Burger King provided the Australian franchisee, Jack Cowin, with a list of possible alternative
names derived from pre-existing trademarks already registered by Burger King and its then
corporate parent Pillsbury, that could be used to name the Australian restaurants. Cowin selected
the "Hungry Jack" brand name, one of Pillsbury's US pancake mixture products, and slightly
changed the name to a possessive form by adding an apostrophe "s" forming the new name
Hungry Jack's.[83][90] After the expiration of the trademark in the late 1990s, Burger King
unsuccessfully tried to introduce the brand to the continent. After losing a lawsuit filed against it
by Hungry Jack's ownership, the company ceded the territory to its franchisee.[83] Hungry Jack's is
now the only Burger King brand in Australia; Cowin's company Hungry Jack's PTY is the master
franchise and thus is now responsible for oversight of the operations that country with Burger
King only providing administrative and advertising support to ensure a common marketing
scheme for the company and its products.[55]
sandwiches and veggie sandwiches, to help them overcome this hurdle to expand in that country.
[91][97]
3G has reported that it will continue with the plans to grow globally, even ramping up the
planned expansion to help increase their return on investment.[14]:1 It is expected that 3G
Brazilian-based management connections in the region may help Burger King expand in Brazil
and Latin America, where it has been having problems finding acceptable franchisees.[14]:2[98]
The Hoots' family Burger King restaurant in Mattoon, Illinois, one subject of major litigation by
Burger King
Burger King has been involved in several legal disputes and cases, as both plaintiff and
defendant, in the years since its founding in 1954. Disputes involving these many legal topics
have affected almost every aspect of the company's operations. Depending on the ownership and
executive staff at the time of these incidents, the company's responses to these challenges have
ranged from a conciliatory dialog with its critics and litigants, to a more aggressive opposition
with questionable tactics and negative consequences.[99][100][101][102] The company's response to these
various issues has drawn praise[103][104] as well as accusations of political appeasement from
different parties over the years.[105]
A trademark dispute involving the owners of the identically named Burger King in Mattoon,
Illinois, led to a federal lawsuit. The case's outcome helped define the scope of the Lanham act
and trademark law in the United States.[106] An existing trademark held by a shop of the same
name in South Australia forced the company to change its name in Australia,[107] while another
state trademark in Texas forced the company to abandon its signature product, the Whopper, in
several counties around San Antonio.[108] Legal decisions from other suits have set contractual law
precedents in regards to long-arm statutes, the limitations of franchise agreements, and ethical
business practices.[109][110] Many of these decisions have helped define general business dealings
that continue to shape the entire marketplace.[111][112][113]
Controversies and disputes have arisen with groups such as People for the Ethical Treatment of
Animals (PETA), governmental and social agencies, and unions and trade groups over various
topics. These situations have touched on legal and moral concepts such as animal rights,
corporate responsibility,[114] ethics,[115] and social justice.[115] While the majority of the disputes did
not result in lawsuits, in many of the cases the situations raised legal questions, dealt with legal
compliance, or resulted in legal remedies such as changes in contractual procedure or binding
agreements between parties. The resolutions to these legal matters have often altered the way the
company interacts and negotiates contracts with its suppliers and franchisees, or how it does
business with the public.[103][104][116][117]
Further controversies have occurred during the company's expansion in the Middle East. The
opening of a Burger King location in Ma'aleh Adumim, an Israeli settlement in the Israelioccupied Palestinian territories, led to a breach of contract dispute between Burger King and its
Israeli franchise due to the hotly contested international dispute over the legality of Israeli
settlements in the Palestinian territories in accordance to international law. The controversy
eventually erupted into a geopolitical dispute involving Muslim and Jewish groups on multiple
continents over the application of, and adherence to, international law.[118][119][120] The case
eventually elicited reactions from the members of the 22-nation Arab League. The Islamic
countries within the League made a joint threat to the company of legal sanctions including the
revocation of Burger King's business licenses within the member states' territories.[119][120][121]
A related issue involving members of the Islamic faith over the interpretation of the Muslim
version of canon law, Shariah, regarding the promotional artwork on a dessert package in the
United Kingdom raised issues of cultural sensitivity,[122] and, with the former example, posed a
larger question about the lengths that companies must go to ensure the smooth operation of their
businesses in the communities they serve.[123]
Another controversy involves paying their workers around or below the minimum wage. [clarification
needed]
Children's Charities of Metro New York and the New York Yankees. Funds raised in these areas
go to support the Dana-Farber Cancer Institute, located in Boston.[126][127] In Nebraska, the
company is affiliated with the Liz's Legacy Cancer Fund "BK Beat Cancer for Kids" program at
the UNMC Eppley Cancer Center at the University of Nebraska Medical Center in Omaha.[128] In
the Pittsburgh region, it funded the establishment of the Burger King Cancer Caring Center, a
support organization for the families and friends of cancer patients.[129]
Products
Main articles: Burger King products and list of Burger King products
add ingredients such as teriyaki or beetroot and fried egg to the Whopper;[134] beer in Germany,
Italy and Spain; and halal or kosher products in the Middle East and Israel.[135][136][137] To generate
additional sales, BK will occasionally introduce limited time offers (LTOs) that are versions of
its core products, or new products intended for either long or short term sales. Items such as the
Texas Double Whopper and various sandwiches made with mushrooms and Swiss cheese have
been rotated in and out of its menu for several years,[138][139] while products such as its 1993
Meatloaf Specialty Sandwich offering and accompanying limited table service, along with
special dinner platters, failed to generate interest and were discontinued.[140][141]
A meal including small French fries, a Whopper Jr., a drink and packets of Heinz ketchup.
In order to appeal to as many demographic groups as possible and better compete with its
competitor Wendy's, Burger King added a multi-tiered value menu in 1993 with items priced at
99, US$1.99 and $2.99.[15] The additions, part of then CEO James Adamson's back to basics
program also called Operation Phoenix, were an attempt to add not only a value menu, but also a
line of value meals.[142] The tiered menu was replaced with a more standard value menu in 1998,
while the value meals were separated into their own menu segment.[143] This value menu featured
seven products: Whopper Jr., five-piece Chicken Tenders, a bacon cheeseburger, medium-sized
French fries, medium soft drink, medium onion rings, and small shake. In 2002 and 2006, BK
revamped its value menu, adding and removing several different products such as chili and its
Rodeo Cheeseburger.[144] Many of these items have since been discontinued, modified or
relegated to a regional menu option.[145] To better appeal to a more adult palate and demographic,
BK introduced several new products to its menu in 2003, including several new or revamped
chicken products, a new salad line and its BK Joe brand of coffee. Some of the new products,
including its Enormous Omelet Sandwich line and the BK Stacker line, brought negative
attention due to the large portion size, and amounts of unhealthy fats and trans-fats.[146][147][148] Many
of these products featured higher quality ingredients like whole chicken breast, Angus beef, and
natural cheeses such as cheddar and pepper jack.[149][150] Again, not all these products, such as the
BK Baguette line, have met corporate sales expectations.[29]
With the purchase of the company in 2010, 3G began a program to restructure its menu designed
to move away from the male-oriented menu that had dominated under the previous ownership.
The first major item to be introduced was a reformulation of its BK Chicken Tenders product in
March 2011.[151] Over the next few months, approximately 20 new products were researched and
developed while others were reformulated, including its Chef's Choice Burger.[152] Eventually
pruned down to 10 items, Burger King began deploying the items in the United States throughout
20112012 with the official roll out beginning April 2012. The changes included new ice cream
products, smoothies, frapps and chicken strips. The Whopper was the most prominently
reformulated product in this round of introductions with a new type of cheese and packaging.[42]
Equipment
Advertising
Main articles: Burger King advertising and list of Burger King ad programs
variation, now simply called "the King".[168][169] The farcical nature of "the Burger King" centered
advertisements inspired an internet meme where the King is edited into unusual situations that
are either comical or menacing, many times followed with the phrase "Where is your God now?"
Additionally, CP+B created a series of new characters like the Subservient Chicken and the faux
nu metal band Coq Roq, featured in a series of viral web-based advertisements on sites such as
MySpace and various BK corporate pages, to compliment various television and print
promotional campaigns.[170][171][172] One of the more successful promotions that CP+B devised was
the creation of a series of three advergames for the Xbox 360.[173][174] Created by UK based Blitz
Games and featuring company celebrity spokesman Brooke Burke, the games sold more than
3.2 million copies, placing them as one of the top selling games along with another Xbox 360 hit,
Gears of War.[174][175] These ad campaigns, coupled with other new promotions and a series of new
product introductions, drew positive and negative attention to BK, and helped TPG and its
partners realize about US$367 million in dividends.[176][177]
With the late-2000s recession hitting the 1835 demographic targeted by the CP+B created ads
particularly hard, the company saw its market share decline and the company move into the red.
After the completion of the sale of the company in late 2010, the new ownership group
terminated Burger King's seven-year relationship with CP+B and hired rival firm
McGarryBowen to create a new campaign with an expanded market reach.[178] As part of the new
campaign, McGarryBowen terminated the use of the The Burger King in the company's
advertising program in favor of a new program that focused on the food and ingredients in its
new advertising campaigns.[179]
See also
Food portal
Companies
portal
Miami portal
References
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2.
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