|Fat's In the Fire for Burger King|
|Key Words||Leadership, employee morale|
From 2000 to 2002, Burger King's profits declined by 21%. Many analysts put the blame on a stale menu and dirty restaurants. The chain had been the number two choice for consumers for 50 years, just behind McDonalds. Unless dramatic changes are made, falling sales will put the company's second place position in jeopardy, opening the door for Wendy's. A new CEO, Gregory Brenneman has taken on the task of turning the ailing fast food giant around. Brenneman presided over a ceremony in September, 2004, wearing a giant Burger King mask and full King regalia, in which 700 corporate employees were given bonuses checks three times greater than what they had received the previous year. Brenneman felt the bonuses would boost the morale of the workers he needs behind him to bring the company back to success.
|Source||"Fat's In the Fire for Burger King,"Business Week, Nov. 8, 2004, p69-70.|
|Instructor Discussion Notes|| Discussion Notes
These notes are restricted to qualified instructors only. Register for free!
Return to the Leadership Index
©2005 South-Western. All Rights Reserved |