As-Is and To-Be Value Curve for Burger King

Presented by Group
11

What is QSR ( Quick Service Restaurant) ?

Fast food restaurant : Fast food cuisine and
minimaltable service
$960mn (Rs.60bn) Indias quick service restaurant
segment
NOVONOUS estimates that the organized fast food
market in India is expected to grow at a CAGR of 27%
by 2020.
About 10% of the fast food market in India is
organized.
Fast-food chains such as McDonalds, Dominos Pizza,
KFC, Subway, Haldirams and Bikanervala are
estimated to have combined sales of Rs.92,000
crore by 2016-17.
Urbanisation, changing lifestyle and food preferences
are spurring the organized market.
70% of the young consumers in India are pricesensitive.
Major fast food chains in India: KFC, McDonalds,
Starbucks, Burger King, Subway, Pizza Hut, and

TWO GIANTSBurger King vs McDonalds

McDonalds

Leading global food service retailer with

more than 32,000 local restaurants serving
more than 58 million people in around 130
countries each day.
Pioneer of concept of QSRs in India (1996)
300 McDonald's restaurants in India
Indian Business :
North & East India
Connaught Plaza Restaurants Private
Limited
South & West India
Hardcastle Restaurants Private
Limited
Philosophy of QSCV (Quality, Service,
Cleanliness and Value)
Differentiation : McDelivery, Drive thru,
Breakfast Menu, high ways and extended

Burger King

BK, is an American global chain of

hamburger fast food restaurants
headquartered in unincorporated MiamiDade County, Florida, United States
Started operations in India since
November 2014
Operates 48 stores in India + planning
to open 35-40 stores in 2016
Whopper, the quick burger meal that is
a flagship product of BK globally and is
mostly stuffed with beef, comes in a fully
vegetarian avatar.
As a part of its focus menu innovation,
Burger King has brought in India recent
global launch 'Angry Whopper' made of
red buns and spices.
Objective: To lead in India as a

As-is value curve of Burger King vs McDonalds

Burger King and
McDonalds are two
prominent players in QSR
industry
The two have been
compared in their present
conditions with respect to
the given attributes

VISUALIZING
STRATEGY

Visual
Visual
Visual
Visual

Awakening
Exploration
Strategy Fair
Communication

As-is value curve of Burger King vs McDonalds

Price : Burger King should go for price

reduction to attract more and more people

towards it and to gain market share
Taste & Quality : Better than its competitors
Service Speed : Should be improved to cope
up with competition from McDonalds
Product Line : More varieties should be
launched to have a wider product mix
Standardization : Customization may be done
for customers to gain a competitive
advantage
Home Delivery : Currently does not have this
facility for every outlet
Ambience : Ambience can be improved to
make it more lively and cheerful
Accessibility : More number of outlets can be
opened and the company should think in
terms of expansion in India

Eliminate

Reduce

Super saver pack

Price
Standardization

Raise
Service speed
Product line
Accessibility

ERRC
MODEL

Create
Calorie kiosk
Smart drive thru
Table top digital screen
Customer cocreation

To-Be value curve of Burger King

Burger King should aim for
a value curve as shown by
improving on the factors in
which it is currently
lacking
It should persist in the
industry as profit can still
be realized and value still
be created in the industry