Burger King's mission statement is "Offering reasonably priced quality food, served quickly, in attractive, clean surroundings." The statement places a lot of emphasis on the pricing of its foods and the overall efficiency that the customer enjoys while interacting with the business. Various characteristics relate to this mission statement:
Improving health. Burger King understands the sensitivity of its services, especially when it comes to the quality of its food items. The connection food has with health is inseparable, and this explains the stringent measures the company has integrated into its system to ensure it serves its clients with the best-quality food items possible.
Reasonable prices. In this component, Burger King shows that the company cares about the pockets of its customers. It does this by offering them affordable prices for the food items. And there is no compromise in quality, as the company believes in serving its customers with the best to satisfy the requirements of its first component in its mission statement.
Burger King's mission and vision statements affirm the importance of strategically aligning business with critical elements to ascertain sustainable growth. While operating in one of the most competitive markets, the service sector, this firm has waded its way through the challenges characteristic of the sector to become a top brand for over half a decade.
The purpose of a mission statement is to define the undertaking that a business needs to implement to reach its long-term goals. Burger King's mission statement strategically focuses on giving their customers value for their money through attractive pricing and excellent services. Closely related is the vision statement, which offers the road map of a company towards a predetermined future.
In this case, Burger King's vision statement demonstrates its yearning to become a business that offers top-quality services in the sector. The core values of the company also have a significant influence, especially in keeping all stakeholders motivated and in line with the mission and vision. Burger King values go further to create a conducive working environment, which in turn advances the progress of the company towards the right business growth trajectory.
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." The statement emphasises the leadership position of the company as a role model for the rest of the sector through its globally recognised quality. The following components relate to this vision statement:
Most profitable QSR. The first component in the vision statement of Burger King emphasises that the company’s primary objective is to be the best in its area of operation in all aspects, including price, quality, and hospitality. It does this through its varied activities, including corporate responsibilities.
Best Burgers. To satisfy this component, Burger King has restructured its services to ensure that it offers uniquely made Burgers to its customers. In fact, it accompanies this with additional treatment to improve the customer experience.
Core Values
Burger King's core values include "teamwork and family, excellence, and respect." The core values have the following components:
Teamwork and family
Excellence
Respect
Creating a community that Burger King describes as ‘great people’ can only occur in the presence of cooperation and good relations. The company also emphasises meeting all standards as a mark of excellence in all its operations. Coupled with respect for Burger King, these values ensure Burger King is well suited to be the best in the world.
References
Aithal, P. S. (2015) How effective leadership and governance support the achievement of institutional vision, mission, and objectives International Journal of Multidisciplinary Research and Development, 2(5), 154–161.
Analoui, F., & Karami, A. (2002). CEOs and the development of a meaningful mission statement Corporate Governance: The International Journal of Business in Society, 2(3), 13–20
Babnik, K., Breznik, K., Dermol, V., & Trunk irca, N. (2014). The mission statement: an organisational culture perspective Industrial Management & Data Systems, 114(4), 612–627.
Babnik, K., Breznik, K., Dermol, V., & Trunk irca, N. (2014). The mission statement: an organisational culture perspective Industrial Management & Data Systems, 114(4), 612–627.
Cady, S. H., Wheeler, J. V., DeWolf, J., & Brodke, M. (2011). Mission, vision, and values: what do they say? Organisation Development Journal, 29(1)
Dermol, V. (2012) Relationship between the mission statement and company performance. Analele tiinţifice ale Universităţii» Alexandru Ioan Cuza «din Iaşi. tiinţe economice, 59(1), 325–341.
Foster, R. D., & Akdere, M. (2007). Effective organisational vision: implications for human resource development Journal of European Industrial Training, 31(2), 100–111
Freeman, A. (2007). Fast food: Oppression through poor nutrition, Calif. L. Rev., 95, 2221.
Kantabutra, S. (2010) What do we know about vision? In Leading Organisations: Perspectives for a New Era (pp. 258–269) Sage Publishing Los Angeles
Kantabutra, S., & Avery, G. C. (2010). The power of vision: statements that resonate Journal of Business Strategy, 31(1), 37–45
Mirvis, P., Googins, B., & Kinnicutt, S. (2010). Vision, mission, and values Organisational Dynamics, 39(4), 316
Rajasekar, J. (2013) A comparative analysis of mission statement content and readability Journal of Management Policy and Practise, 14(6), 131–147
Williams, L. S. (2008) The mission statement Journal of Business Communication, 45(2)
