BURGER KING HISTORY
Two franchisers, James McLamore and David R. Edgerton, Jr., launched several Insta-Burger-King outlets in Miami beginning in 1954. Unlike most of the other fast-food entrepreneurs who had limited education, Edgerton and McLamore both held degrees from Cornell University’s School of Hotel Administration. Nevertheless, they were unable to make a profit, so they began to experiment. They disposed of the Insta-Broiler and created a flame broiler, for which Burger King became famous. They also introduced the Whopper hamburger, which they sold for 37 cents — a risky venture because McDonald’s hamburgers sold for 15 cents at the time. The Whopper was an instant success and it became the company’s signature product. The tag line “Burger King, Home of the Whopper” appeared in many of the company’s advertisements. When the Jacksonville Insta-Burger-King chain had financial troubles, Edgerton and McLamore acquired the national rights to the system and they launched Burger King of Miami. They began a massive franchising effort in 1961.
McLamore and Edgerton franchised Burger King throughout Florida and eventually throughout the nation. To improve managers’ skills, they opened Whopper College in 1963, two years after McDonald’s had started Hamburger University. They created a Burger King character, attired in royal robe with a crown. It was intended to assure children that Burger King was a fun place to eat, and paper crowns have been used as promotional devices ever since. To combat insect problems, Burger King began installing screens on its ordering areas and patios. These were later replaced with glass, with air-conditioning added later. Indoor eating areas became integral to Burger King outlets by 1967, a year before McDonald’s created indoor dining. In some outlets, Burger King experimented with drive-thrus, along with separate staffs to run them. This proved too costly and was discontinued, only to be later reinstalled.
Burger King failed to adequately regulate its franchises, and significant inconsistencies developed among them. In 1964, the company created a consistent image for all Burger King outlets. It began to enforce speed, cleanliness, and quality standards, which were controlled by frequent, unscheduled visits by the parent company inspectors. Sales rebounded to such an extent that in 1967 the company was acquired by the Pillsbury Company. Pillsbury ended the use of the little king logo, but it was later revived. Pillsbury also began a massive promotional campaign, with slogans and jingles such as “Have it Your Way” and “America Loves Burgers and We’re America’s Burger King.” In the 1980s, Burger King launched an advertising campaign called the “ Battle of the Burgers,” which improved its market share vis-à-vis McDonald’s.
As the company began to open franchises in other countries, it changed its name to Burger King International. Pillsbury was itself acquired in 1987. Eventually, Burger King was sold to an equity sponsor group composed of the Texas Pacific Group, Bain Capital, and Goldman Sachs Capital Partners.
As of 2004, Burger King operated more than 11,000 outlets — 7,000 in the United States and 4,000 in 61 other countries and territories worldwide. Approximately 90 percent of its restaurants are owned by independent franchisees.
By Andrew F. Smith in "Encyclopedia of Junk Food and Fast Food", Greenwood Press, USA & UK, 2006. Excerpts p.25-28. Adapted and illustrated to be posted by Leopoldo Costa
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