BURGER KING EXPANSION AND DOMINOS DECLINED SALES

1. Fast-food chains
Burger king and Dominos

2. Introduction
Case study
• Burger king expansion
• Dominos struggle

3. MARKET PHASE
BUGER KING AND DOMINOS
• Through its aggressive expansion it has made a quick market reach.
• It has entered India when the QRS are getting accepted in India.
• The market is hostile as the competition is tougher then ever according to
JFL even the home brands such as Haldiram is giving tough competition.
• Low return market

4. What opportunities lie?
• Burger king is one of a kind in India unlike MacDonald's which is accused of
unhealthy n food cooking habits and using low quality product, burger king plays on
premium fresh and healthy as the trend goes.
• Domino have gap when it comes to understanding India. Venturing more Indian
based flavor will give the brand an opportunity to grow more.
• "The Mexican-style food is perfect for the Indian taste palate and we will be
offering a variety of vegetarian meals as well so that everyone can enjoy it," Allan
said.

5. what strategies should be brought in?
• Burger king expansion strategies should focus on existing outlets and
expansion on 2nd tier cities soon.
• On the other hand dominos' has good reach in market and a well known
brand which can be made better if the focus is shifted from expansion to its
already established outlets. Repeated menu is a big drag for consumers for
visiting it frequently.
• Burger king has fresh appearance in consumer mind which should be kept
fresh for long time with updating menu and fresh taste.

6. What are the major trends & major areas of
uncertainty
• Fresh.
• Healthy.
• Fusion of flavor.
• Changing consumption patterns.
• Research data unreliable.
• Risk of Cannibalism.
• Uncertain output from expansion.

7. Future scenarios
• Future scenarios for burger king will be tapping of 2 tier cities and giving
strong completion to MacDonald's
• Another scenario will be where burger king struggles with this quick
expansion without understanding the changing customer consumption trend
of India. As it is known that India is very different from its home country.

8. Effective strategy for each
• For the expansion strategies is of tapping of 2 tier cities along with metro’s
• Even as research suggest that the trend of fast food is increasing rapidly in
2nd tier city and 3 tier city
• Not able to manage or understand the food trend. Because of it fast
expansion of the ever stone may lose focus from its menu which is entirely
new and is only for Indian market.
• To expand and focus on customer service as good as MacDonald's.