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Article: Can Burger King keep up with quick-service changes? (company profile)
- Article from:
- Restaurants & Institutions
- Article date:
- August 21, 1991
- Author:
CopyrightCOPYRIGHT 1991 Reed Business Information, Inc. (US). This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Can Burger King Keep Up With Quick-Service Changes?
Fast-acting competitors and rebellious franchisees thwart CEO Barry Gibbons' turnaround campaign. Barry Gibbons had his work cut out for him when he took over as CEO of Burger King in early 1989. London-based Grand Metropolitan PLC had just acquired the chain in its buyout of Pillsbury. Years of neglect by the parent company had left Miami-based Burger King with aging stores, rebellious franchisees, seven ad campaigns in 10 years, and inconsistent service execution and food quality.
By October of that year, Gibbons announced that the No. 2 hamburger chain was beginning a long-term campaign to improve ...