Burger King’s Vision Statement & Mission Statement

Burger King Corporation vision statement and mission statement case study and analysis
A Burger King in Richmond Hill, Ontario, Canada. Burger King Corporation’s vision statement and mission statement pertain to the company’s goals and operations. (Photo: Public Domain)

Burger King’s vision statement is based on the original aims of the company’s founders. A firm’s vision statement guides the organizational development of the business. Burger King’s corporate vision statement emphasizes excellence and being the best in the industry. On the other hand, Burger King’s corporate mission statement is directly linked to the company’s operations. A firm’s mission statement specifies the activities needed to succeed in the business. In Burger King’s case, the mission statement emphasizes pricing, service and ambiance to attract customers. In this regard, the vision and mission statements of Burger King are bases for developing strategies and policies to move the organization toward long-term leadership and success in the quick service restaurant industry.

Burger King’s mission statement and vision statement contribute to effective strategic formulation. Such contribution ensures Burger King’s market position as one of the biggest quick service restaurant chains in the world.

Burger King’s Vision Statement

Burger King’s vision statement is “to be the most profitable QSR business, through a strong franchise system and great people, serving the best burgers in the world.” This vision statement directs Burger King to achieve leadership in the global quick service restaurant (QSR) industry or fast food industry. The vision statement has the following main points regarding Burger King’s business:

  1. Most profitable QSR business
  2. Franchise system
  3. Great people
  4. Best burgers in the world

Burger King’s vision statement shows that the company aims to achieve the leading position in the quick service (fast food) restaurant industry. At present, McDonald’s holds this top position. The vision statement also indicates that Burger King uses a franchise system to grow. Great people and the best burgers are offered to attract one of the biggest market shares in the industry. Thus, Burger King’s vision statement establishes the nature of the business and its direction toward global market leadership.

Burger King’s Mission Statement

Burger King’s mission statement is to “offer reasonably priced quality food, served quickly, in attractive, clean surroundings.” This mission statement indicates the kind of outputs expectable from the organization. With regard to Burger King’s business, this mission statement has the following main points:

  1. Reasonable prices
  2. Quality food
  3. Quick service
  4. Attractive, clean surroundings

To achieve the top position stated in its vision statement, Burger King must follow the points in its mission statement. The mission statement shows that the company uses market-based pricing to entice customers. However, Burger King’s main selling point is the quality of its food and service. The surroundings add to the ambiance that keeps customers coming back to Burger King restaurants. These characteristics are mostly consistent in all of the company’s restaurants around the world. Thus, Burger King’s mission statement establishes the basics for pricing, quality, and facility design for the business.

References
  • Burger King Corporation (2015). About Us.
  • Kirkpatrick, S. A., Wofford, J. C., & Baum, J. R. (2002). Measuring motive imagery contained in the vision statement. The Leadership Quarterly13(2), 139-150.
  • Lucas, J. R. (1998). Anatomy of a vision statement. Management Review, 87(2), 22.
  • Swales, J. M., & Rogers, P. S. (1995). Discourse and the projection of corporate culture: The mission statement. Discourse & Society6(2), 223-242.
  • Williams, L. S. (2008). The mission statement A corporate reporting tool with a past, present, and future. Journal of Business Communication45(2), 94-119.
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