Burger King Corp : Company Profile

Burger King is the world's #2 hamburger chain after McDonalds, but years of under-investment left it struggling in its rival's shadow by the early 2000s. Yet many consumers argued that Burger King tasted better than McDonalds, but lacked the latter's polish, administrative strength and marketing muscle. A deal was finally agreed late in 2002 to free it from the corporate portfolio of drinks giant Diageo. Independent again for the first time since the 1960s, the #2 finally has the chance to give Big M a run for its money. Performance has improved slowly but steadily since 2004, enhanced by offbeat and unusual marketing aimed at Burger King's core young male market. Advertising Age estimated global measured advertising expenditure of $356m in 2007, making Burger King the world's #95 advertiser.

Click here to access the Adbrands profile (subscribers only); or subscribe to Adbrands.net here. Adbrands Company Profiles provide a detailed analysis of the history and current operations of leading advertisers, agencies and brands worldwide, and include a critical summary which identifies key strengths and weaknesses. Adbrands Account Assignments tracks account management for the world's leading brands and companies, including details of which advertising agency handles which accounts in which countries for major markets..

Advertising: Which agencies handle advertising for Burger King? The searchable account assignments database is available to full subscribers to Adbrands.net premium services. Click here for subscription information.

Competitors: see Restaurants Sector index for other companies

Subscribers may access the following website links:

Burger King website

Hungry Jack's Australia	Burger King Spain
Burger King UK	Burger King Hungary
Burger King Germany	Burger King Italy
Burger King Netherlands	Burger King Sweden

Click HERE to subscribe to Adbrands.net and access the profile and website links