1. Justify the following statement: “The acquisition of new customers will have a more positive impact on Burger King than simply retaining their existing customers”. In your answer, state whether you agree or disagree with the statement and motivate your answer. 2. The term “bottom line” is well-known when referring to the profits of an organisation, but the term “triple bottom line” (TBL) is now becoming a common term. Justify the need for the triple bottom line in an organisation such as Burger King. Explain why it can be important to the organisation and in your answer, include how the triple bottom line can be useful to Burger King. 3. In building relationships with investors, the organisation should make use of the RACE (research, analysis, communication, and evaluation) formula. If you were the investor relations manager of Burger King, describe in detail how you would use the RACE formula to reach investors. In your answer, you should begin by explaining the RACE formula and then apply the formula to your role at Burger King.
Burger King targets meat-free market with new menu items
In a bid to cater to the growing demand for meat-free food options, Burger King South Africa has
introduced a plant-based Whopper, Vegan Royale and Vegan Nuggets to its local menu, all made
with100% plant-based ingredients.
The quick-service restaurant chain says that vegan, vegetarian and flexitarian lifestyles have become
increasingly popular in South Africa over the last few years as consumers look to lead a healthier and
balanced life. According to a recent study conducted by the brand, the primary driver of plant-based
eating was directly related to health, with four out of five consumers revealing that they were
committed to eating healthy. While some choose to avoid meat altogether, there are still those who choose to balance their
week’s meals with meat and non-meat-based dishes – essentially following what has become
commonly known as a ‘flexitarian’ diet.
Ezelna Jones, group marketing executive at Burger King South Africa, says: “We understand that
consumers are looking to make healthier food choices which is why Burger King is constantly looking
for ways to make eating out easier. Early this year, we pledged our commitment to developing an
entire menu containing 100% natural ingredients and now, we’re introducing healthy plant-based
and vegan options.
"We very much support the idea of balanced, healthy eating, which is why we are excited for our
guests to try our brand-new range of products.”
Goal to be market leader Jones goes on to explain that Burger King aims to be the global leader in
plant-based alternatives in the QSR industry. “Our aim is to offer vegan, vegetarian, and plant-based
alternatives that do not compromise on flavour or price. Why should it? By working with partners
such as The Vegetarian Butcher and securing endorsements from industry leaders like V-Label, which
is administered by ProVeg international, we know we can create the industry's leading vegan and
vegetarian recipes to truly bring BK to you Your Way.”
In addition to the three new menu items, meals can also be accompanied by two dip pots for
nuggets, fries and Pepsi – all vegan choices that have been endorsed by V-Label.
“V-Label is proud to have been involved with the vegan endorsement of Burger King’s new vegan
menu options. We see this initiative as more than a trend and applaud Burger King’s shift towards
providing new and existing customers with healthier, more sustainable, and ultimately, in our
opinion, tastier options,” says Donovan Will, country director ProVeg SA, V-Label
1. Justify the following statement: “The acquisition of new customers will have a more
positive impact on Burger King than simply retaining their existing customers”. In
your answer, state whether you agree or disagree with the statement and motivate
your answer.
2. The term “bottom line” is well-known when referring to the profits of an
organisation, but the term “triple bottom line” (TBL) is now becoming a common
term.
Justify the need for the triple bottom line in an organisation such as Burger King.
Explain why it can be important to the organisation and in your answer, include how
the triple bottom line can be useful to Burger King.
3. In building relationships with investors, the organisation should make use of the
RACE (research, analysis, communication, and evaluation) formula.
If you were the investor relations manager of Burger King, describe in detail how you
would use the RACE formula to reach investors. In your answer, you should begin by
explaining the RACE formula and then apply the formula to your role at Burger King.
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Companies that focus on gaining customer knowledge and developing insight into this knowledge, can deepen and extend customer relationships. Advise Burger King on the information that should be stored within their database for them to improve their position.
by Bartleby ExpertCritically discuss the key success factors of service management and how Burger King (15) can implement it.
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