When talking about fast food, burgers specifically, there are two brands that would pop up in the head of most people around the world. It’s McDonald and Burger King. The two are the biggest American fast food chain in the world. And Burger King is still growing by opening more than 1000 stores in 2018 only.
Burger King wins over McDonald, but defeated embarrassingly by Vietnamese
The company beat its biggest competitor, McDonald, by gaining a flipping $5.4 billion of revenue. Increasing by 17% from its previous year while McDonald must admits its decreasing 8% of revenue.
Even though burger has been a common food for everyone, it seems that Vietnamese still find it difficult to their taste. Both Burger King and McDonalds got a taste of failure in entering the country’s market.
It started with a huge ambition in 2012. The company planned to open 60 restaurants all over Vietnam. It even prepared $40 million investment to make the ambition comes true. However, it had only reached a quarter of its goal, after previously forced to close down five of its stores.
It’s just wrong from the beginning
Experts said burger just doesn’t match the local taste. Vietnamese has their own Bahn Mi, sandwiches with a local twist that put burgers behind their preferences. And the price offered is just too high. The price of one Whopper burger can buy four portions of pho in Vietnam.
But Burger King has not lose its’ spirit just yet. It made upgrades from various sides. First it offers better service and cleaner environment. Then it upgraded the menus. It even changed the whole concept of the restaurant from fast food to luxurious food.
Imported Australian beefs are used to maintain the quality of the burgers. There are also constant discounts and various promotions. With the strategy, it succeeded at least by increasing 50% of its sales in the last two years.
