Business
Published on Nov 20, 2015
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Burger King is trying to solve its issues by copying a recipe from its largest rival: Mc Donalds.
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After years of poor sales of its “Whopper hamburger with fries”, the company launched an April Monday, 10 new products in the United States, its biggest menu expansion since the chain began in 1954.
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However, there are undeniable similarities between the new menu of Burger King and McDonald's. The chain of the world's largest fast food specialty salads launched in 2003, "wraps" in 2006, high quality coffees in 2009 and 2010 fruit smoothies.
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Burger King does not deny that their new offerings are very similar to the new menu at McDonald's, but executives said that the company decided after its own investigations that: "Consumers want more options," said Steve Wiborg, president of Burger King operations in the United States and Canada. "Not only healthy options, but options that could get in the restaurants of the competition.”
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The additions to the menu are part of Burger King's plan to abandon its almost total focus on youngsters, that were once the heart of the industry, but now have been deeply affected due to the economic crisis.
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Rivals tried to attract new guests with breakfast and healthier offerings, but Burger King let its menu remain. As a result, Burger King was beaten last year by Wendy's as the second largest hamburger chain in the United States. McDonald's, meanwhile, solidified their dominance.
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To stop the decline, Burger King executives decided last year to modernize the 7200 chain restaurants, re-designing employee uniforms with aprons and serve the iconic Whopper in cardboard boxes instead of wrapping them in paper for the first time in 20 years, but the food is at the center of change.
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The plan, however, involves risk. New offerings from Burger King could be a failure and, of course, the chain has taken a long time to change.
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"Being innovative is key in the fast food industry," said Darren Tristano, analyst of Technomic Inc., a research firm in the food industry. "In recent years", he adds, "Burger King has basically been a follower."
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Commercial competition is a tool used by companies and creditors to reach a payment agreement in order to keep the company running.
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The government wants to keep Oceanografía working, having still 19 valid contracts with Pemex for more than 8,000 mdp and some of them are outdated until 2022.
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Ifecom’s director said “Collapse is the last thing we are looking for. We are only trying to make things work in an organized way.”
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A lawyer specialized in commercial competitions said that government’s intervention within the company without their control can play an important role by contradicting their interest in keeping the company working.
Also, since the company goes to commercial competitions by PGR’s request, he thinks that an agreement won’t be reached between the company and its creditors due to the lack of control coming from their managers.
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Today, Amado Yañez, Oceanografía’s owner, is under PGR’s arrest, giving rise to more investigations about other managers that are in charge of running the company.
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