- Burger King.
Vision: Burger King has more or less retained the same vision it had when the then known ‘Insta- Burger King’ restaurant was transformed by the two franchisees, James McLamore and David Edgerton into Burger King in 1954. The original Burger King vision was “Offering reasonably priced quality food, served quickly, in attractive, clean surroundings.” Now, over the last sixty odd years, the company’s vision has morphed into a more consumer oriented approach with its “Have it your way” campaign. The new vision statement is “We proudly serve the best burgers in the business , plus a variety of real, authentic foods..all freshly prepared.. just the way you want it”. (Retail industry about.com)
Mission: “We will prepare and sell quick service food to fulfill our guest’s needs more accurately , quickly, courteously , and in a cleaner environment than our competitors. We will conduct all our business affairs ethically, and with the best employees. We will continue to grow profitably and responsibly, and provide career advancement opportunities for every willing member of our organization”. (Retail industry about.com)
Analysis: Burger King offers a simple and concise vision and a comprehensive mission statement which is reflective of the brand’s values. From their vision, we can see that their aim is to please people with high quality, affordable food in the shortest possible time. Their emphasis on the delivery of burgers according to the consumer’s own particular taste and liking as well as the variety of other fresh food besides burgers is what sets them apart from their other competitors. The company, under the present CEO Bernard Hees , is following the vision of the original founders, James McLamore and David Edgerton with positive improvisations such as the have it your way campaign. Burger King’s mission statement flows out of their vision as they try to take into account all the elements- from the food to the service- to make their guest’s experience a memorable one. The smiling attendants with their courteous manner and special attention to your tastes and with parting lines such as “We hope to see you soon” create a positive and memorable experience.
Revised Vision: We serve the best fast food in town – from sizzling burgers prepared just the way you like it-to fresh juices, beverages and all succulent sweets to satisfy your sweet tooth- we are privileged to serve you.
Revised Mission: Offering fresh food and making sure that your family eats well and stays healthy. By actively engaging all our stakeholders- be it our employees, guests, business partners and the general community, we aim to satisfy all of their need with the best possible service, best food and best work ethics. Now with our new lines of burgers and desserts to cater to our customers’ wants, we aim to reach a whole new level of customer satisfaction.
Analysis: The Vision and mission statements are extremely important catch phrases that generally tell the stakeholders in which direction the company is heading. The new mission statement is designed specifically to induce new stakeholder buy in. Since the company will be introducing new products to its existing line of products, stakeholder approval is very important. Generally, a stakeholder buy in is non financial in nature and it can include an acceptance of a new concept or product and where the stakeholders commit to a new plan of action which is reflective of the stakeholders’ buy in. The factors that are taken into account for Burger King’s new Mission and Vision are basically that the fast food industry in America is very competitive and in order to stay ahead, constant innovation is required. With rivals such as Mc Donald’s and Hardees constantly updating their varieties of burgers and desserts, it is important to do so for Burger King as well to inspire new customers. The recent allegations against its quality of meat would be mitigated by the new vision which bespeaks of the freshest ingredients possible. Emphasis on work ethics accompanied by a new bonus system and techniques such as rewards for the best employee who achieved the maximum customer satisfaction would be rewarded cash prizes and this would motivate the workforce into accepting new ideas. A happy and motivated workforce would do better to promote the new products.
- Hardees.
Vision: “ Pride in our work-served fresh daily” ( www.Hardees.com)
Mission: Hardee’s, offers distinct, craveable fare prepared with premium quality ingredients that meet our exacting standards. Our attention to operational excellence, guest service, and product innovation keep our guests coming back for more.” (Retail industry about.com)
Analysis: Andrew Puzder, the CEO of Hardee’s coined the mission statement and it is reflective of the competitive difference of Hardee’s products and the whole dining experience with its rival fast food companies ( About.com ) . The mission and vision portray a positive and energetic picture with the whole workforce pumped up to deliver the best. The emphasis on operational excellence and premium quality food make a positive impression for health conscious people . Moreover, the employee’s smiling service and their statements such as “ Please enjoy your meal” give a welcoming touch to the whole eating experience.
Revised Vision: The best burgers in town await you. Appease your hunger now with our sumptious treats.
Revised Mission: The only place in town which will offer new delectable food and amazing service like never before. For all the health conscious people out there, Hardee’s new premium grilled line is all you could ask for.
Analysis: The new vision is less ambiguous than the previous one as it highlights that the best food namely burgers await the customers. Moreover, the revised mission specifically mentions the new grilled line for health conscious people and this can contribute towards a positive buy in. the new vision and mission can permeate the workplace by actively involving the employees in the whole new mission from the start. By informing the employees that the success of the new products is on how well they deliver it and on how their potential career growth is incumbent on the success will motivate them to perform better. Moreover, introducing such schemes as employee reward points and discounts would encourage acceptance of new ideas.
- Mc Donald’s
Vision: “McDonald's vision is to be the world's best quick service restaurant experience. Being the best means providing outstanding quality, service, cleanliness, and value, so that we make every customer in every restaurant smile.” ( www.McDonald’s .com)
Mission: “McDonald's brand mission is to be our customers' favorite place and way to eat." ( www. Mc Donald’s .com)
Analysis: Mc Donald’s current CEO, Donald Thompson’s vision is instrumental in making what Mc Donald is today. By addressing all factors that make a dining experience complete and striving to please customers is what sets Mc Donald’s apart and what is clearly underscored in both the vision and the mission statement of the fast food giant. The Employee’s excellent service combined with such phrases as “ Thank you so much for visiting Mc Donald’s. Please visit again” create a memorable experience. Their drive thru experience is considered the best in the town as compared to its fast food rivals such as Burger King and Hardees.
Revised Vision: To introduce new exciting lines of fresh burgers to cater to every taste and spread the Mc Donald joy.
Analysis: Mc Donald’s revised vision can be seen to clearly highlight the new products that the company will be launching. Currently, it does not have a grilled line in many of its restaurants and an implementation of such new ideas and the potential new health conscious consumers would trigger a positive buy in from the stakeholders. The new vision and mission will enable the successful launch of the new products by launching them into the market as part of the whole new outlook of the business. The new ideas will influence stakeholders and permeate the workforce by engaging them in the whole decision making process and valuing their input in creating the new products and implementing their advice. Promotional schemes and dynamic activities centered on the employees and customers to promote the new products would enable the success of the whole scheme.
References.
Burger King’s mission . Retrieved from :www. Burger King.com
Hardees. Our culture . Retrieved from www. Hardees.com
Mc Donald’s vision. Retrieved from : www. Mc Donald’s.com
Retail industry about.com. Hardees Restaurant’s Mission statement –vision for a fast food difference. Retrieved from :http://retailindustry.about.com/od/retailbestpractices/ig/Company-Mission-Statements/Hardee-s-Restaurants-Mission-Statement.htm
