The article “Burger King to open in South Africa” reports the plan of Burger King to expand their franchise in South Africa. Burger King would be up against the most successful fast food chain in South Africa, Mc Donald who has 165 outlets in the country and opened its first outlet in 1995.
( http://www.bbc.co.uk/news/business-18466764 )
In my opinion, in terms of marketing, Mc Donald has the total edge against Burger King as they have been in the market for quite a long time. In the mind of consumers in South Africa, Mc Donald would be the first choice when it comes to fast food and burger as they have the first-mover advantage. In generic strategies, Burger King has not so much of differentiated product compared with Mc Donald which will make them second to Mc Donald in the market of South Africa. Thus, it will be a question whether it is a good investment of Grand Parade Investment to hold the exclusive agreement of franchising from Burger King.
As a third world and developing country, the news can make a lot of significant changes to the population in South Africa. By opening outlets in the country, it will significantly add to the employment rate and helping to make the life of people in South Africa. Thus, this move from Burger King can be regarded as socially beneficial.
One Comment
Interested in the franchise of burger king, please advise me on how to go about it. I am from Johannesburg. I have a location, all I want to know is what is needed and what do I need to qualify. I am a born South African.