The document discusses obesity and how fast food was seen as contributing to rising obesity rates. It then focuses on Burger King, which saw declining sales as public concern over obesity and fast food grew. Burger King launched an image makeover campaign with a new emphasis on customization and providing nutritional information. It introduced lower-calorie options and a special new menu for health-conscious customers to enter the growing health food segment.

1. What is obesity
• Overweight and obesity are defined as abnormal or excessive fat
accumulation that may impair health.
• Body mass index (BMI) is a simple index of weight-for-height
that is commonly used to classify overweight and obesity in
adults.
• The WHO definition is:
> a BMI greater than or equal to 25 is overweight
> a BMI greater than or equal to 30 is obesity.
• The fundamental cause of obesity and overweight is an energy
imbalance between calories consumed and calories expended.

2. About the Case
• Obesity was becoming a major health crisis.
• Fast food was treated as health menace comparable to tobacco
and alcohol.
• Allegation towards fast food chain for serving unhealthy food
• The same store sales at fast food chain like Burger King began to
decline
• Burger king initiated a slew of changes in its campaign & menu to
enter the health food segment.

3. About Burger King

4. Fast Food Industry

5. targeting
• Burger King’s primary target customers were
families where both partners were working.
• Even Children of up to 16 years of age played a
major role and they were the secondary
targets.

6. Perceptual Map

7. positioning

8. Ethical Issues

9. Allegation against Burger king

10. • Centres for disease control and Prevention found that the obesity rate in us was
rising at an alarming rate.
• A study undertaken by the agency in 1999 revealed :
• 61% of US adults and 15% of children and adolescents aged between 6-19 years
were either obese or overweight.
• The study also showed that Americans had increased their calorie and
carbohydrates intake over the past 30 years.
• The average daily calorie intake of women was 1877 calories (1542 in 1972) and
that of men was 2618 calories (2450 in 1971).
• Moreover, US food industry produced about 3800 calories a day per person,
which was about 30% more than what a man needed and double of what woman
needed.

11. Public Outcry against Fast Food
Companies

12. Problem Statement
• Fatty food products – Obesity and low
nutritional value
• Lawsuit – against Burger King and three other
fast food giants (McD, KFC and Wendy’s)
• Market share fell from 18.5% in 2001 to 15.6%
in 2003

13. Problem Causes
• Food products containing high amount of
unsaturated fat
• Low nutritional value of food products
• Price wars among the fastfood chains
• Menu problems
• Untidy restaurants

14. Burger King: Image Makeover

15. Competitve advantage
•Burger King Was the first to emphasize customized order with its
“Have It Your Way “ campaign .
•It had also designed a new interactive nutrition guide.
• The guide provided nutritional information in brochures and
websites that allowed diners to access nutritional information on
each menu item, a facility that was not provided by other
competitors such as McDonalds, Wendy’s or KFC.

16. Burger Kings Revamp
• Totally new policy of “chiding obese customers”
• Health-conscious diners – SPECIAL NEW MENU
• New line of low-fat, fire-grilled, chicken
sandwiches contained only 350 calories
• New “Salad line” in 2004