Burger King Organization (BKC) is the world's second major fast-food hamburger chain which trailing only McDonald's. Discussing Burger Ruler Website, it shows that over 11 million customers visit their restaurants worldwide every day and over 2. 4 billion of its burgers are sold each year over the global. Just how do they able to achieve it? What exactly are the reason why? From my viewpoint, aside from their strategies, the main cause that leads to have these results today is their quality. Exactly like what have stated inside our textbook: "quality is a wonderful tonic for increasing functions. " I believe that insurance firms a good quality, it'll bring the company to have a good reputation. That is important because it can affect the entire company from suppliers to customers, by incurring the lower cost and acquire higher revenue. Therefore, through managing and improving the product quality, the firm can build and use successful strategies as well as provide competitive advantages.
In order to achieve competitive advantages in the fast-food industry, Burger King Corporation got put many efforts in their strategies before 50 years, especially the quality part. Fast-food industry such as Burger Ruler, they produce products and service concurrently. So, predicated on these two different aspects, quality of the BKC will be shown and exactly how they take care of, control, as well as enhance their quality through their products, will also be elaborated in our assignment.
5. 1 Products Quality
Burger Ruler has good quality products because they take safety measures to ensure that their food is safe and that the strategies they have set up for preparing food are thorough and consistently used. From raw materials and ingredient selection and handling, delivery and transport, to the way they serve food in restaurants, every step on the creation path to providing fresh and scrumptious foods to the guests around the world is performed to the highest of standards. Predicated on five main aspects and other methods, the grade of Burger King's products is successfully under manipulated and managed.
5. 1. 1 Food Freshness
Freshness is one of the main criteria to accomplish high quality foods. BKC sets up a new idea called 'Made fresh only for you' to ensure every customer provides the freshest product possible. Their products are made fresh for each and every customer's order, unlike other fast-food restaurants, theirs are made for stock. Thus giving the customer a much better chance of getting a fresh meal that leads them to have good quality foods.
5. 1. 2 Food Safety
It is non-negotiable about the meals basic safety at Burger King Restaurants. All Burger King's food, packaging and promotional products must be safe and they're delivered in time, in conformity, in specification, in heat range and intact. To own these results, Resource Quality Guarantee team (SQA) is the Burger Ruler main contributor who accountable for quality assurance. They use multiple and overlapping controls which is a comprehensive food safeness program, to oversee suppliers and validate their compliance and performance. Besides, this is a proactive system that seeks to prevent polluted foods from ever before achieving the restaurants. Their reliance on plantation controls, provider sampling and syndication centre audits provide small control over the grade of foods. A Risk Evaluation Critical Control Point (HACCP) management system is the principles they implemented for guaranteeing the safe creation of their menu items. In addition, there is also their own trials and independent auditing program to make sure food basic safety and quality.
5. 1. 3 Secure Supply Chain
The suppliers are determined on the basis of their capacity to meet and constantly comply with BKC policies. They might need suppliers to truly have a monitoring program that is stricter than most industry criteria. Intensive quality guarantee programs need to be proven and must be validated by BKC trials and indie auditing programs. All over the supply chain, examples have to send to BKC-approved self-employed labs for evaluation. All completed products are examined at the developing plant life and good handling transfer practices are verified at their approved marketers. They also hire a 24/7 electronic heat range monitoring system in all of their distribution centres to assure their foods is proper under the handled temperature.
5. 1. 4 Fresh Material Controls
To produce high quality products, the upmost essential cause is the grade of materials. BKC places a strong emphasis on the grade of ingredients it uses. They make use of comprehensive testing at various levels from uncooked material to finished product for chicken breast, beef and pork to ensure that supplier testing is in place and operating properly. Every great deal produced for the Burger Ruler system has had multiple and overlapping lab tests for a spectral range of microbial organisms as well as quality guidelines. Furthermore, in addition they require detail confirming from all sources on every ingredient used.
5. 1. 5 Produce Controls
For every procedure, BKC will have a detailed inspection on the produce. They, through the suppliers, engage alternative party field audits and water micro sampling to check for a variety of bacterias for almost all their produce. SQA uses rigorous rules to audit them. For example, lettuce undergoes pre-harvest audits and microbial assessment as well as a safe wash during processing. Completed uncooked produce products are supplier and third-party sampled and sensory analyzed.
5. 1. 6 Restaurant Level food Safety
Burger Ruler Restaurants operate under HACCP key points. Its steps are placed on functions manual and made directly open to employees so that the consistency can be obtained. The foundation of BKC's HACCP program is the execution of strict procedure and sanitation procedures. Their food basic safety program utilizes a broiler design and beef cooking techniques that fully prepare food products, killing any potentially parasites. Hence, restaurant management workers must efficiently complete a food safe practices training and recognition program as well as complete crew training program for safe food handling routines. Besides, technology is also important to keep the meals quality rather than having the skills. BKC uses high-tech machine which called "Kitchen Minder", to keep up the foods quality. It reminds the employees to prepare food in the right amount of foods and keep maintaining its freshness in "A+" status.
5. 1. 7 Pet Welfare and Antibiotics policies
There are two regulations were done by Burger King Corporation, Creature Welfare Program and Antibiotics plan. They take part in both programs is to assure their customers' protection, welfare and public responsibility of agricultural materials used in their food products. In Canine Welfare program, BKC buys the pork and eggs from crate-free pork and cage-free eggs instead of from the suppliers who use sow gestation crates and battery pack cage operation. On the other hand, an effort made on Antibiotics Coverage is to ensure that it's administered properly in livestock. By doing so, BKC receives many other benefits. For instance, restricting the farm abusing problem, obtain good reputation, foster the humane canine attention, encourage good canine husbandry and implement lasting antibiotic use insurance policies in the future.
5. 1. 8 Nutritious food
Burger Ruler makes ongoing improvement in their products by seeking way to boost the diet in their foods. The techniques BKC used is lowering sodium levels and fats in its primary menu items. SQA and New Product Development team work together and successfully decrease the salt level in key substances such as chicken bites, chicken breast, flamed grilled beef burgers which made form 100% meat with no added salt, fries with no salt added as well, and many more. These are the data they implemented to make their food healthy. Other ways they improve the nutritional profile of foods products include: the use of semi-skimmed dairy and the use of cooking natural oils with zero trans-fat in order to reduce the fatty acids content.
Besides, they subscribe as an early on adopter of the meals Standards Company (FSA)'s calorie labelling trial and continue work with them to obtain reports like what nutritional information people want when they eat in quick service restaurants. This helps them to easily meet the customer targets and achieve top quality foods. BKC also creates a Nourishment Advisory Panel that involves external experts in nutrition and health to provide help with the current nutrition environment and the continuing development of their initiatives.
5. 1. 9 Training
Training programs can lead to significant effects in the product quality. BKC has a Kitchen Practice treatment to maintain the best product quality specifications also to ensure the dietary improvements they can be making in center ingredients aren't undermined by any uncertainties happens in the kitchen. They train their employees using the same operations whenever through Seed Training program, where each member of restaurant staff is trained in new product elements, builds and display. A substantial increase in the amount of CRT (Professional Restaurant Trained) restaurants, which become a benchmark for Procedures and Training Superiority, to ensure they sustain a higher kitchen standard. BKC also launched the Right Track Training Personnel programme which provides restaurants with a toolkit to carry out effective workstation training and enhances functional standards.
5. 2 Service Quality
The quality of services is more challenging to evaluate than the quality of goods. It really is unique as it is determined by individual targets and comparisons. As mentioned in the textbook: "9 out of 10 of the determinants of service quality are related to the service process". Therefore, to be able to control or improve service quality, managers can seek the problems and take corrective activities through this process.
5. 2. 1 Quick Response
A good service quality can be identified through the responsiveness which pertains to the timeliness of the service. One of the Burger King Corporation's goals is give a friendly and quick service. Therefore, employees must quickly and accurately provide whatever the customer chooses. To accomplish fast service, Burger King takes customer orders on a continual basis. One worker needs the customer's order whereas the order is made by another employee. In the meantime, the original staff is taking another customer's order. Customers also get their own beverages while they may be looking forward to their meal. By doing so, it will save the employees' time for not setting up refreshments or providing refills service. This greatly shortens the holding out time and results in an efficient manner. Activity orientation is vital to meet up with the goal of junk food. Each staff is accountable for one duty and just must be focused on the task at hand in order that they will do the work best. This speeds up the offering time and contributes to high quality service.
5. 2. 2 Training
BKC provides Worldwide Training which is in charge of design of global training initiatives, including in-restaurant training systems. Except from having trained in handling the foods products, employees are also trained well to provide a good service. Always smiling, respecting guests, and behave friendly are the attitudes that BKC emphasize on so the basic service requirement is achieved. Another criterion to grade the quality of service is competence, the property of required skills and knowledge to perform their service. Employees are trained and informed in professional ways so that they are able to fix the condition predicated on their knowledge and skills. This lead to autonomy existed between different positions. Moreover, compensation system is executed by BKC to motivate their employees. We're able to see the victor of every month best quality server in all franchise restaurants. Through training and reward system, employees' skills and drive are made and lead to acquire an improved quality performance.
5. 2. 3 Communication
One of the determinants of service quality is the communication. A proper communication skill can decrease the problems happen and lead to good quality service. Burger Ruler possesses more than satisfactory communication. Employees give the customers feedback on the orders and allow these to double-check their order. Before handing them the order, they will verify again to make sure the order is appropriate. Besides, the administrator is at the front permitting him to be observed and talk to the customers. This is the easiest way to get opinions from the customers and also to understand the customers' needs. By knowing the customers' requirements, they'll be able to enhance their quality either in term of services or products. This also shows the courtesy, concerns and friendliness of the supervisor to the customers at the same time.
5. 2. 4 Inspection
Inspection is necessary so that the service meets the product quality level expected. BKC has its inspection program such as a annual two-day check of every franchise and recurrent unscheduled sessions. These activities are done by the higher management level to see and solve their problems concurrently. BKC improves their service quality by reducing the mistakes as it can be. Furthermore, each franchise's manager performs an important role in handling the service. They are the one who control every aspect of the whole food service process.
5. 2. 5 Environment
Environment such as atmosphere or environment of the restaurant is an important element to be able to provide a good quality service. A harmony and pleasant local climate provides good performance of the employees. It really is happy to see that there is a good marriage between Burger King's employees and its managers in most of the franchise restaurants. As BKC can be applied an wide open communication policy, the staffs feel no obstacles to prevent their communication with the administrator. Also, they may actually treat the supervisor as a friend instead of an excellent. It is the main reason to truly have a harmony atmosphere so the employees present the attitude they are there to assist the customers in any way possible. Therefore, atmosphere is also one of the reasons that maintain their service quality.
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