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Subject category: Marketing
Published by: IBS Case Development Center
Published in: 2005

Abstract

With the rate of obesity levels reaching alarming levels in America, fast food companies attracted consumer resentment on a large scale. Like other fast food companies in the US, Burger King was also sued for making Americans obese with its fatty foods. Although the lawsuits were dismissed later, the company realised the importance of assuming a ''healthier'' image. It initiated efforts to makeover its menu by introducing a new line of low-fat food items. The company also reintroduced its 1974 slogan, ''Have It Your Way'', which denoted that consumers could customise their items as per their requirements. This case study details how an industry came under fire due to rising consumer health awareness. The case offers a scope for discussion on the series of initiatives that Burger King has taken to refurbish its image and meet the changing customer demands. A structured assignment ''505-018-4'' is available to accompany this case.
Location:
Other setting(s):
2004

About

Abstract

With the rate of obesity levels reaching alarming levels in America, fast food companies attracted consumer resentment on a large scale. Like other fast food companies in the US, Burger King was also sued for making Americans obese with its fatty foods. Although the lawsuits were dismissed later, the company realised the importance of assuming a ''healthier'' image. It initiated efforts to makeover its menu by introducing a new line of low-fat food items. The company also reintroduced its 1974 slogan, ''Have It Your Way'', which denoted that consumers could customise their items as per their requirements. This case study details how an industry came under fire due to rising consumer health awareness. The case offers a scope for discussion on the series of initiatives that Burger King has taken to refurbish its image and meet the changing customer demands. A structured assignment ''505-018-4'' is available to accompany this case.

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Location:
Other setting(s):
2004

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