Phill Paper 3
Assignment 3: Case Study
Sandeep Singh
Phil 333
Athabasca University
*Created my own case based on a news article I read in 2010
Burger King
Burger king is a chain of fast food restaurants operated in 85+ countries around the globe, with approximately 13,000 restaurants. It was founded in 1954, in Florida, USA. About 11 million guests visits the Burger King chain daily. It is mainly known for its famous Whopper, however, it also has burgers, salads, smoothies, sandwiches and other side dishes. Majority of the Burger King Outlets include both dine in and drive thru facilities available to the average consumer. Burger Kings can be found in high traffic places like downtown cities, malls and airports. 3G capital, an investment firm bought the company in 2010, and took Burger King back to the stock market and made it public in 2012. (CITE). In 2013, Burger King had annual sales revenues of $1.15 billion (CTE).
Case Description and Ethical Issue Statement
In the year 2010, I remember reading in the newspaper about Burger King misleading its consumers by false advertising. The news had reported that the consumers found themselves to be cheated and mislead when their burgers/Whoppers weren’t the same size, quality and as attractive as Burger King made it seem in their adverts. Burger King clicked photographs and displayed the most attractive angle of the burger in the image used for advertising. (Cite http://www.alphaila.com/articles/failure/fast-food-false-advertising-vs-reality/) . Furthermore, in 2010 the Advertising Standards authority banned the ad campaign because viewers had said that the ad was misleading as the Tendercrisp chicken burger that was shown in the ad being eaten by a man was bigger than the actual burger at Burger King. (http://www.independent.co.uk/news/media/advertising/misleading-burger-king-advert-banned-2031233.html). Burger King also markets itself unethically by giving out toys to children with each purchase of kids meal.
Sandeep Singh
Phil 333
Athabasca University
*Created my own case based on a news article I read in 2010
Burger King
Burger king is a chain of fast food restaurants operated in 85+ countries around the globe, with approximately 13,000 restaurants. It was founded in 1954, in Florida, USA. About 11 million guests visits the Burger King chain daily. It is mainly known for its famous Whopper, however, it also has burgers, salads, smoothies, sandwiches and other side dishes. Majority of the Burger King Outlets include both dine in and drive thru facilities available to the average consumer. Burger Kings can be found in high traffic places like downtown cities, malls and airports. 3G capital, an investment firm bought the company in 2010, and took Burger King back to the stock market and made it public in 2012. (CITE). In 2013, Burger King had annual sales revenues of $1.15 billion (CTE).
Case Description and Ethical Issue Statement
In the year 2010, I remember reading in the newspaper about Burger King misleading its consumers by false advertising. The news had reported that the consumers found themselves to be cheated and mislead when their burgers/Whoppers weren’t the same size, quality and as attractive as Burger King made it seem in their adverts. Burger King clicked photographs and displayed the most attractive angle of the burger in the image used for advertising. (Cite http://www.alphaila.com/articles/failure/fast-food-false-advertising-vs-reality/) . Furthermore, in 2010 the Advertising Standards authority banned the ad campaign because viewers had said that the ad was misleading as the Tendercrisp chicken burger that was shown in the ad being eaten by a man was bigger than the actual burger at Burger King. (http://www.independent.co.uk/news/media/advertising/misleading-burger-king-advert-banned-2031233.html). Burger King also markets itself unethically by giving out toys to children with each purchase of kids meal.