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Essay / Research Paper Abstract
This 3 page paper looks at how McDonalds and Burger King differ in terms of their major operational differences, the impact this has on the way they compete and what this means for the future management of the companies. The bibliography cites 2 sources.
Page Count:
3 pages (~225 words per page)
File: TS14_TEMcDBKd.rtf
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Unformatted sample text from the term paper:
in order to standardise the quality of the products, understanding that this needs a single stable production process, this is demonstrated with the way the frozen fries were developed. For
Burger King the main operational difference is with the use of flame grilling the burgers. It is noted that this does give potentially excellent results and great tasting burgers. However,
this is a system that is not as forgiving and leads to a wider variety of results, so quality becomes less consistent. Burger King has been unable to develop
processes and systems in the same way that McDonalds has due to the tools and processes that are used, so while McDonalds has been able to produce constant results, not
only nationally, but internationally, Burger King has been unable to gain the same level of consistency for the product. The view and use of franchise was also different with
the desire by McDonalds to gain the income form the franchises as the restaurant made money and not as a sale also created a greater feeling of partnership, Burger King
also wanted a partnership with their franchisees, but the same long term view was not taken in terms of the revenue creation. Question 2 Looking at the higher level
of variety that was seen in the Burger King product compared to the McDonalds product this demand that they would have to compete differently. For McDonalds the desire and achievement
of the consistency meant that there were several potential advantages. Marketing McDonalds became the marketing of a generic brand, customers could feel secure that whatever branch of the restaurant chain
they went into they would have the same experience, not only the same food. The processes were all standardised and the taste of the same burger in one country would
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