History of Burger King in Timeline
Burger King, the American fast food giant, was established in 1953 as Insta-Burger King. After facing financial struggles, it was bought and renamed "Burger King" in 1959. Over the next several decades, the company experienced multiple ownership changes and went public in 2002. In 2010, 3G Capital acquired a majority stake and restructured the business. Eventually, Burger King merged with Tim Hortons under Restaurant Brands International, a new Canadian parent company.
1953: Insta-Burger King Founded
In 1953, Insta-Burger King, the predecessor to Burger King, was founded in Jacksonville, Florida.
1953: Burger King's Predecessor Opens
In 1953, the predecessor to Burger King opened in Jacksonville, Florida, serving a simple menu of hamburgers, fries, and shakes.
1954: Burger King's History of Legal Disputes and Cases
Since its establishment in 1954, Burger King has been involved in various legal battles, both as the plaintiff and the defendant. The company's approach to these disputes has varied over time, ranging from seeking amicable resolutions through dialogue to adopting more aggressive and sometimes controversial tactics.
1957: The Whopper Debuts
Seeking to differentiate themselves, new owners James McLamore and David Edgerton introduced the Whopper sandwich in 1957. This quarter-pound burger quickly became a signature item and marketing focus for the brand.
1957: Introduction of the Whopper
The "Whopper" was introduced in 1957, becoming a pivotal addition to Burger King's menu and ultimately its signature product.
1959: Burger King Begins Franchising
In 1959, Burger King Corporation started franchising, employing a regional approach where franchisees could purchase rights to open stores within specific geographic areas. This model, however, gave BKC limited control, leading to inconsistencies in product quality, store image, and operational procedures.
1959: Insta-Burger King Acquired and Renamed
In 1959, Insta-Burger King, facing financial challenges, was acquired by Miami-based franchisees James McLamore and David Edgerton and renamed "Burger King."
1963: Burger King Opens First Store Outside Continental US
Expanding beyond the continental United States, Burger King opened its first international store in San Juan, Puerto Rico, in 1963, marking the beginning of its global expansion.
1967: Acquisition by Pillsbury
After expanding to over 250 locations as an independent entity, Burger King was acquired by the Pillsbury Company in 1967, marking the beginning of a new chapter under corporate ownership.
1969: Burger King Expands to Canada
Following its acquisition by Pillsbury, Burger King ventured into the Canadian market in 1969 with the opening of its first restaurant in Windsor, Ontario.
1971: Burger King Enters Australian Market
Burger King's expansion continued into Australia in 1971 with the establishment of a restaurant in the Perth suburb of Innaloo.
1971: Burger King Adopts "Hungry Jack's" Name in Australia Due to Trademark Issues
During its initial expansion into Australia in 1971, Burger King encountered a trademark conflict as its business name was already registered by a takeaway food shop in Adelaide. Consequently, the company granted its Australian franchisee, Jack Cowin, a list of alternative names. Cowin chose "Hungry Jack's," originally a Pillsbury pancake mix brand, adding an apostrophe "s" to create the new name.
1975: Burger King Establishes Presence in Europe
In 1975, Burger King made its foray into the European market with the opening of a restaurant in Madrid, Spain, expanding its global footprint.
1977: Burger King Pioneers Product Tie-in with Star Wars Promotion
In 1977, Burger King partnered with Lucasfilm to promote the film Star Wars, selling a set of collectible glasses featuring the movie's characters. This pioneering move established a trend of product tie-ins within the fast food industry.
1978: Operation Phoenix Begins
Donald Smith initiates "Operation Phoenix" in 1978 to revamp Burger King's menu and operations.
1978: Donald N. Smith Initiates Franchise Agreement Restructuring
In 1978, as a part of Operation Phoenix, Donald N. Smith restructured Burger King's franchising agreements. These new agreements limited the size and influence of franchisees, preventing situations like the Chart House conflict. Franchisees were restricted to operating within a limited geographical area, prohibited from owning other chains, and BKC became the primary owner of new locations.
1979: Specialty Sandwiches Introduced
In 1979, Burger King expands its menu beyond hamburgers with the Specialty Sandwich line, targeting a more mature customer base and featuring chicken and fish options.
1980: Departure of Donald N. Smith
Donald N. Smith, having initiated significant changes at Burger King, left the company in 1980 to join PepsiCo.
1981: Burger King Airs First Attack Ad in Fast Food Industry
In 1981, Burger King aired a controversial television commercial featuring a young Sarah Michelle Gellar, claiming that BK burgers were superior to McDonald's. This sparked a lawsuit from McDonald's parent company and marked the beginning of aggressive advertising tactics in the fast food industry.
1982: Burger King Expands into East Asian Markets
From 1982 onward, Burger King and its franchisees initiated operations in various East Asian countries, including Japan, Taiwan, Singapore, and South Korea.
1983: Croissan'Wich Launch
Burger King enters the breakfast market with the introduction of the Croissan'Wich in 1983.
1984: Norman E. Brinker's Impact and Departure
Norman E. Brinker, tasked with improving Burger King's standing against McDonald's, initiated a period of intense competition known as the "Burger Wars." He left in 1984 to lead Chili's.
1984: Pillsbury Acquires DiversiFoods
Pillsbury acquired DiversiFoods, a holding company that was spun off from Chart House, in 1984. Chart House was Burger King's largest franchisee in the 1970s and had attempted to take over Burger King, resulting in a strained relationship and eventual lawsuit. DiversiFoods was absorbed into Burger King's operations.
1985: "AM Express" Breakfast Expansion
Burger King revamps its breakfast menu in 1985 with the "AM Express" line, adding items like French toast sticks and mini-muffins.
1988: Pillsbury Relaxes Franchising Restrictions
By 1988, Pillsbury, Burger King's parent company at the time, had relaxed many of the franchising restrictions put in place by Donald N. Smith. This included scaling back on new location construction, ultimately hindering the brand's growth. The subsequent neglect by new owners Grand Metropolitan and Diageo further damaged the brand, leading to financial struggles for BK franchises and strained relations.
1989: Acquisition by Grand Metropolitan
In 1989, Pillsbury, and consequently Burger King, was acquired by the British conglomerate Grand Metropolitan, leading to further changes in ownership and strategic direction for the burger chain.
1990: Establishment of Burger King Brands, Inc.
Burger King Brands, Inc., a wholly owned subsidiary responsible for managing Burger King's intellectual properties in the U.S. and Canada, was established in 1990.
1992: Hurricane Andrew Damages Headquarters
In 1992, Burger King's headquarters suffered significant damage from Hurricane Andrew, a natural disaster that posed operational challenges for the company.
1993: Meatloaf Specialty Sandwich Launch and Failure
In 1993, Burger King experimented with a Meatloaf Specialty Sandwich and a limited table service dinner menu, but it failed to gain traction and was discontinued.
1993: Multi-Tiered Value Menu Introduced
To compete with Wendy's and attract budget-conscious consumers, Burger King launches a multi-tiered value menu with items priced at various points in 1993.
1995: Burger King Navigates Trademark Disputes and Expands into Northern Alberta
In 1995, Burger King successfully entered the northern Alberta market in Canada by compensating the owners of another chain operating under the same name, "Burger King." This resolution highlighted the company's efforts to overcome trademark obstacles and expand its reach.
1997: Formation of Diageo
Grand Metropolitan merged with Guinness in 1997, forming the holding company Diageo, which now controlled Burger King.
1998: Value Menu Simplification
Burger King simplifies its value menu structure in 1998, offering a standard selection of discounted items.
December 1999: Burger King's Pokémon Promotion Leads to Recall and Controversy
Burger King's 1999 partnership with the Pokémon franchise resulted in a successful but short-lived promotion. The high demand for Pokéball toys led to shortages and, tragically, two hazardous incidents, including the death of a child, prompting a recall of the toy.
1999: Variable Speed Broiler Testing Begins
Burger King starts testing variable speed broilers in 1999, aiming to improve cooking efficiency for a wider variety of menu items.
2000: Burger King Put Up for Sale
After years of underperformance and strategic drift under various owners, Diageo decided to sell Burger King in 2000.
2001: Stagnant Growth Impacts Burger King's Value
By 2001, after nearly two decades of limited growth, the state of Burger King's franchises began to negatively impact the company's overall value. One significant example was the financial struggles of AmeriKing Inc., one of the largest Burger King franchisees.
2001: Burger King Closes All Locations in Japan
Facing stiff competition in the Japanese market, Burger King made the difficult decision to close all its restaurants in the country in 2001.
July 8, 2002: Relocation of 130 Burger King Employees
On July 8, 2002, 130 Burger King employees began working at the new headquarters by the Miami International Airport.
July 23, 2002: Formation of Burger King Holdings
Burger King Holdings, the parent company of Burger King, was officially established as a Delaware corporation on July 23, 2002.
August 2002: Burger King Headquarters Relocation Completed
In August 2002, the remaining Burger King employees completed their move to the new headquarters by the Miami International Airport. This followed a period where Burger King had considered relocating outside of Miami.
2002: Burger King IPO
After changing ownership several times, Burger King went public in 2002 under the ownership of TPG Capital, Bain Capital, and Goldman Sachs Capital Partners.
2002: Targeting the 18-34 Male Demographic
From 2002 to 2010, Burger King adopted a strategy targeting young adult males with larger, less healthy menu options, a move that would later impact the company negatively.
2002: AmeriKing Bankruptcy and Franchisee Financial Restructuring Initiative
In 2002, AmeriKing Inc., burdened by debt and store closures, filed for Chapter 11 bankruptcy. This significantly impacted Burger King's value and disrupted sale negotiations. In response, newly appointed CEO Brad Blum, in partnership with Trinity Capital, LLC, launched the Franchisee Financial Restructuring Initiative. This program aimed to support struggling franchisees, restructure their businesses, and help them regain profitability.
2002: Burger King's Return to Independence
In 2002, Burger King was purchased from Diageo by a group of investment firms led by TPG Capital, marking the company's return to independence.
2002: Burger King Revamps Advertising with Crispin Porter + Bogusky
In 2002, under new CEO Brad Blum, Burger King hired advertising agency Crispin Porter + Bogusky (CP+B). This marked a shift towards a more contemporary and edgy advertising approach, including the revival of the "Burger King" character.
2002: Burger King Relocates Headquarters
Prior to 2002, Burger King's headquarters resided in a southern Dade County campus.
2002: Value Menu Revamp
The value menu undergoes adjustments in 2002, with the addition and removal of products like chili and the Rodeo Cheeseburger.
2003: Premium Offerings and Health Concerns
Burger King introduces higher-quality menu options in 2003, including new chicken products, salads, and the BK Joe coffee brand. However, some offerings, such as the Enormous Omelet Sandwich and BK Stacker, draw criticism for their large portion sizes and unhealthy fat content.
2003: Burger King Partners with CP+B
In 2003, Burger King hired the Miami-based advertising agency Crispin Porter + Bogusky (CP+B) to revamp its advertising with campaigns focused on "The King."
2006: Burger King's Initial Public Offering
After a period of revitalization and reorganization under new ownership, Burger King went public in 2006 with a successful initial public offering.
2006: Another Value Menu Revamp
Burger King continues to adjust its value menu in 2006, further refining its offerings.
2006: Sale of Heartland Foods
By 2006, Heartland Foods, formed from the acquisition of distressed AmeriKing stores and others, was valued at over $150 million. The company was then sold to New York-based GSO Capital Partners.
June 2007: Burger King Re-enters Japanese Market
After exiting the Japanese market in 2001 due to intense competition, Burger King made a strategic comeback in June 2007, aiming to re-establish its presence in the country.
2007: Former Burger King Headquarters Houses Rental Offices
By 2007, the former Burger King headquarters located on Old Cutler Boulevard in Cutler had been repurposed into rental offices for various companies.
2007: Impact of the Financial Crisis
The financial crisis of 2007 began to negatively impact Burger King's financial outlook, while its competitor, McDonald's, saw growth.
2008: New Broilers and Monitoring System Deployed
Burger King implements new, advanced broilers and a computer-based product monitoring system across its restaurants in 2008 and 2009. This technology enhances cooking speed, tracks product quality, and provides valuable data for sales forecasting and cost management.
2008: Burger King Becomes Largest Chain in Select International Markets
Despite having fewer international locations than McDonald's, Burger King achieved a significant milestone by 2008, becoming the leading fast-food chain in several countries, including Mexico and Spain.
2008: Burger King Predicts Significant Growth Through International Expansion
Starting in 2008, Burger King projected that 80% of its market share growth over the next decade would stem from international expansion, particularly in the Asia-Pacific and Indian subcontinent regions.
2010: 3G Capital Acquires Burger King
3G Capital acquires Burger King in 2010 and initiates a menu restructuring to broaden the appeal beyond the male-centric focus.
2010: Sale of Burger King to 3G Capital
As a result of the financial crisis, Burger King's falling value led TPG and its partners to sell the company to 3G Capital in 2010.
2010: End of Male-Focused Strategy
Burger King's aggressive targeting of the 18-34 male demographic, with its focus on large, unhealthy products, ended in 2010, marking the end of an era for the company.
2010: Burger King Ends Partnership with CP+B, Shifts Advertising Focus
Following a change in ownership in 2010, Burger King ended its seven-year collaboration with CP+B and hired McGarryBowen. This marked a departure from the "Burger King" character and a renewed emphasis on food and ingredients in advertising.
2010: Acquisition by 3G Capital
In 2010, 3G Capital, a Brazilian investment firm, acquired a controlling stake in Burger King, marking a significant shift in ownership and setting the stage for a major restructuring.
2010: Franchise Agreement
In 2010, Burger King Holdings established a new franchise agreement. This agreement outlined the responsibilities of Burger King Holdings as the franchisor, such as overseeing brand standards, developing new products, and designating approved vendors. It also limited Burger King's control over certain franchise operations like pricing.
March 2011: BK Chicken Tenders Reformulated
As part of the menu overhaul, Burger King reformulates its BK Chicken Tenders in March 2011, signaling the start of broader menu changes.
April 2011: Restructuring of Corporate Management and Chidsey's Resignation
Burger King's new ownership completed a restructuring of the company's corporate management by April 2011, leading to John W. Chidsey's resignation, leaving Alex Behring as CEO and chair.
April 2011: Announcement of Divestment from Corporate-Owned Locations
In April 2011, Burger King's ownership, 3G Capital, announced its intention to sell many corporate-owned restaurants to increase the number of privately owned franchises.
2011: Menu and Brand Overhaul
As part of 3G Capital's restructuring, Burger King began shifting away from its male-oriented menu in 2011, introducing new items, healthier reformulations, and updated packaging.
2011: End of CP+B Partnership and New Advertising Direction
Burger King's new owner, 3G Capital, ended the partnership with CP+B in 2011 and moved its advertising to McGarryBowen, shifting to a product-centric strategy.
April 2012: New Menu Items Rolled Out
Burger King's menu revamp continues with the official rollout of several new and reformulated items in April 2012, including soft serve, smoothies, frappés, chicken strips, and a revamped Whopper.
April 2012: Burger King Embarks on Re-franchising Strategy
In April 2012, Burger King initiated a significant restructuring plan to transition to a 100% franchised model. The company began divesting its corporate-owned restaurants globally, including locations in Florida, Canada, Spain, and Germany, to private owners.
2012: Burger King Plans Expansion in Asian Markets, Including India and China
By 2012, Burger King had set ambitious plans to expand its presence in major Asian markets, including India, China, and Japan. The company aimed to open over 250 new restaurants in these territories, along with other locations like Macau, by the end of the year.
2013: Shift to a Primarily Franchised Model
Burger King, under its new ownership, adopted an almost entirely franchised model in 2013, reflecting a strategic shift in its business operations.
2013: Burger King Holds Second Position in Global Fast Food Chain Rankings
By the end of 2013, Burger King had secured its position as the second-largest hamburger fast food chain globally in terms of restaurant locations, trailing only McDonald's, which had a larger footprint with 32,400 locations.
2013: Burger King Achieves 100% Franchised Operations and Reports Profit Surge
By the end of 2013, Burger King successfully completed its transformation into a fully franchised operation. This strategic move resulted in a substantial increase in profits, with the company reporting US$68.2 million in Q3 2013, compared to US$6.6 million in the same quarter of the previous year.
August 2014: Merger Creates Restaurant Brands International Inc.
In August 2014, Burger King's Miami headquarters were again subject to relocation discussions. This was due to Burger King's potential acquisition of Tim Hortons, a Canadian restaurant chain, with the aim of moving the headquarters to Canada to benefit from lower corporate tax rates. The merger ultimately led to the formation of Restaurant Brands International Inc.
August 2014: Merger of Burger King and Tim Hortons
In August 2014, Burger King, backed by Berkshire Hathaway, announced its plan to merge with Canadian chain Tim Hortons, aiming to create the third-largest fast-food chain globally.
2014: Burger King Ranks Fourth in US Food Chain Sales
In 2014, Burger King held the fourth position among US food chains based on sales revenue, positioning itself behind industry leaders McDonald's, Starbucks, and Subway.
2015: Limited Antibiotic Use Announced
Burger King's parent company, Restaurant Brands International, announces in 2015 that its subsidiaries, including Burger King, will phase out chicken treated with antibiotics deemed "critically important" to human health. While welcomed, the move is seen as a small step by advocates pushing for a complete ban on antibiotic use in livestock.
2016: Increase in Privately Owned Burger King Establishments
By 2016, the percentage of privately owned Burger King restaurants reached 99.5%, indicating a successful transition towards a franchise-heavy model.
2016: Burger King Signs Lease for New Headquarters
In 2016, Burger King signed a lease for a new, smaller headquarters building to be constructed at 5707 Blue Lagoon Drive, near its existing headquarters.
2018: Burger King Moves into New Headquarters
Burger King relocated to its new headquarters at 5707 Blue Lagoon Drive in 2018 upon the building's completion.
December 31, 2018: Global Presence of Burger King
As of December 31, 2018, Burger King had grown to 17,796 restaurants across 100 countries, highlighting its significant global expansion.
February 2019: Burger King Launches "Eat Like Andy" Campaign
In February 2019, Burger King launched the "Eat Like Andy" campaign, featuring archival footage of Andy Warhol eating a Whopper. The campaign included a Super Bowl commercial and a limited-edition "Andy Warhol Mystery Box" available through DoorDash.
April 9, 2019: Burger King Sues Franchisee over Unsanitary Conditions
On April 9, 2019, Burger King filed a lawsuit against Fritz Management LLC, seeking to revoke their right to use Burger King trademarks at 37 restaurants in South Texas. The lawsuit stemmed from the discovery of unsanitary conditions at a restaurant in Harlingen, Texas.
May 2019: Burger King Settles Lawsuit with Franchisee Fritz Management
In May 2019, Burger King reached a settlement with Fritz Management, a subsidiary of Sun Holdings Inc., regarding the lawsuit filed over unsanitary conditions. As part of the agreement, Fritz Management retained the rights to use Burger King trademarks at all 37 disputed restaurant locations.
November 19, 2019: Vegan Customer Sues Burger King over Impossible Whopper Preparation
On November 19, 2019, a vegan individual from Atlanta, Georgia, filed a lawsuit against Burger King, alleging that the company failed to adequately disclose that Impossible Whopper patties were cooked on the same grills as beef patties. However, the lawsuit was eventually dismissed.
2019: Burger King's Plan to Close Low-Volume Locations
Burger King announced in 2019 its plan to shut down up to 250 low-performing locations annually, with closures beginning in 2020.
2019: Impossible Whopper Debuts
Burger King enters the plant-based burger market in 2019 with the launch of the "Impossible Whopper," featuring a patty from Impossible Foods.
2019: Lennar Occupies Former Burger King Headquarters
Following Burger King's relocation, Lennar moved into Burger King's former headquarters at 5505 Blue Lagoon Drive in 2019.
February 2020: Artificial Ingredients Removal Announced
In February 2020, Burger King commits to removing artificial preservatives, colors, and flavors from the Whopper by the end of the year.
July 2020: Low-Methane Beef Whopper Introduced
Burger King announces in July 2020 that it will start selling a Whopper with a beef patty sourced from cows raised on a low-methane diet, a move aimed at reducing the chain's environmental footprint.
December 2020: Burger King India Launches Successful IPO
Burger King India went public in December 2020 with an initial public offering (IPO) on the Bombay Stock Exchange (BSE) and National Stock Exchange of India (NSE). The IPO received an overwhelming response, with subscriptions exceeding 150 times the shares offered. On December 14, the stock debuted at ₹112.5 per share, nearly double its IPO price of ₹60, and closed at ₹135.
2020: Closure of Low-Volume Locations Commences
Burger King began closing low-volume locations, as announced in 2019, starting in 2020.
2020: Impact of the Coronavirus Pandemic
The coronavirus pandemic, which began in 2020, had a slowing effect on Burger King's business.
February 2021: Pilot Launch of "Royal Perks" Loyalty Program
In February 2021, Burger King initiated testing of its customer loyalty program, "Royal Perks," in select cities: Los Angeles, Miami, New York City, New Jersey, and Long Island.
2021: Menu and Pricing Adjustments
Facing inflationary pressure and aiming for greater efficiency, Burger King begins cutting back on value items and alters product configurations in late 2021 and early 2022 to streamline operations, particularly in drive-thru lanes.
March 28, 2022: Lawsuit Alleges Burger King Misrepresented Whopper Size in Advertising
On March 28, 2022, a lawsuit was filed against Burger King, claiming that the company had engaged in false advertising by portraying the Whopper as "approximately 35% larger in its advertising than it actually is."
October 2023: Introduction of "The Sizzle" Store Design
In October 2023, Burger King U.S. & Canada President Tom Curtis unveiled a new store design concept, "The Sizzle," at the annual franchisee convention.
2023: Vegan Royale Bakon King Launch
Building on successful trials of vegan offerings at pop-up locations, Burger King UK announces the nationwide rollout of the Vegan Royale Bakon King in 2023, featuring vegan bacon, cheese, and a plant-based patty from The Vegetarian Butcher.
January 2024: Burger King Announces Acquisition of Carrols Restaurant Group
In January 2024, Restaurant Brands International, Burger King's parent company, unveiled its plan to acquire Carrols Restaurant Group, the chain's largest franchisee, for approximately $1 billion. At the time of the announcement, Carrols operated 1,022 Burger King locations and 60 Popeyes locations. The acquisition signaled a shift from the company's predominantly franchising-focused model.
