This tactic would eventually damage the company's financial underpinnings, and cast a negative pall on its earnings. From 2002 to 2010, Burger King aggressively targeted the 18–34 male demographic with larger products that often carried correspondingly large amounts of unhealthy fats and trans-fats. Some of these failures in the United States have seen success in foreign markets, where Burger King has also tailored its menu for regional tastes. Conversely, Burger King has introduced many products which failed to catch hold in the marketplace. In 1957, the " Whopper" became the first major addition to the menu, and it has become Burger King's signature product since. Burger King's new owner, 3G Capital, later terminated the relationship with CP+B in 2011 and moved its advertising to McGarryBowen, to begin a new product-oriented campaign with expanded demographic targeting.īurger King's menu has expanded from a basic offering of burgers, French fries, sodas, and milkshakes to a larger and more diverse set of products. While highly successful, some of CP+B's commercials were derided for perceived sexism or cultural insensitivity. In 2003, Burger King hired the Miami-based advertising agency Crispin Porter + Bogusky (CP+B), which completely reorganized its advertising with a series of new campaigns centered on a redesigned Burger King character nicknamed "The King", accompanied by a new online presence.
A series of less successful advertising campaigns created by a procession of advertising agencies continued for the next two decades. The 1970s were the "Golden Age" of the company's advertising, but beginning in the mid-1980s, Burger King advertising began losing focus.
3G, along with partner Berkshire Hathaway, eventually merged the company with the Canadian-based doughnut chain Tim Hortons, under the auspices of a new Canadian-based parent company named Restaurant Brands International. The new owners promptly initiated a restructuring of the company to reverse its fortunes. In late 2010, 3G Capital of Brazil acquired a majority stake in the company, in a deal valued at US$3.26 billion. Over the next half-century, the company changed hands four times and its third set of owners, a partnership of TPG Capital, Bain Capital, and Goldman Sachs Capital Partners, took it public in 2002. After Insta-Burger King ran into financial difficulties, its two Miami-based franchisees David Edgerton (1927–2018) and James McLamore (1926–1996) purchased the company in 1959 and renamed it "Burger King". Headquartered in Miami-Dade County, Florida, the company was founded in 1953 as Insta-Burger King, a Jacksonville, Florida–based restaurant chain. Burger King ( BK), known as Hungry Jack's in Australia, is an American-based multinational chain of hamburger fast food restaurants.
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