How Burger King in Russia changed its largest shareholder. History of Burger King: who is the founder, company development prospects, brand history When was Burger King founded

The company was founded in 1940 by brothers Dick and Mac McDonald, who were the first in the world to formulate the principles of the concept of fast food. In 1955, entrepreneur Ray Kroc had the idea to develop a chain in order to increase the supply of his mixers to these establishments. He received consent to promote the company, and in 1961 he bought all the rights to it.

Most of the restaurants are operated by franchises, so the range, size and composition of portions may vary in different countries. For example, in many countries of the world, chain restaurants sell beer, but in Russia they have always been non-alcoholic.

The first Russian McDonald's (at that time the largest in the world) opened in Moscow on Pushkin Square in 1990. On that day, 30 thousand people visited it, which was a record for the network.

The interests of the network in Russia are provided by subsidiaries of the American structure - CJSC Moscow-McDonald's and LLC McDonald's. Due to the fact that the first restaurants in Moscow opened with a rental rate of 1 ruble per year, and contracts were concluded for a period up to 2041, rumors circulated that half of the chain belonged to the capital's mayor's office. The state enterprise Mosrestoranservice was indeed a co-founder and is listed as a co-owner of McDonald's in Russia. In 2010, the Moscow government tried to challenge the conditions and raise the rate to at least a thousand rubles, but the court sided with the network. The franchising scheme for opening restaurants in Russia began to be applied only in April 2012, after Subway overtook McDonald's in the number of eateries in Moscow.

Last year, the company's revenue grew by 19.6% - up to 55.4 billion rubles, while the year before - by 24.8%. The slowdown occurs from year to year.

subway

In 1965, 17-year-old Fred DeLuca told a family friend, Dr. Peter Buck, that he wanted to become a doctor and needed money for education. He advised to open a kiosk selling sandwiches and gave Fred a thousand dollars - start-up capital for the future institution. Soon the first Super Submarine Pete's kiosk appeared in Connecticut. The sandwich was shaped like a submarine, and was called a "submarine" and then shortened to a "sub".

Ten years later, the partners began to actively use the franchising scheme, transferring restaurants to management, and ten years later they solemnly celebrated the opening of the thousandth Subway restaurant. By August 2014, the network has 42,000 restaurants in one hundred and seven countries. In terms of the number of restaurants, it is ahead of McDonald's.

In Russia, the company began to actively develop in 2004, opening the first restaurant in St. Petersburg on Nevsky Prospekt. Today it is the only chain of restaurants represented in the Far East. The master franchise is owned by the American company Subway Russia Franchising Company, its owners are US citizens, the activities of the network in Russia are monitored by a representative office located in Moscow.

KFC

Until 1991, the network was called « Fried chicken from Kentucky» , which reflected specialization in chicken. KFC is the second largest cafe chain in the world, second only to McDonald's. As of December 2013, it has more than 18 thousand points in one hundred and eighteen countries of the world. The company is owned by Yum! Brands, which also includes Pizza Hut and Taco Bell.

KFC was founded by Harland Sanders, who began selling fried chicken during the Great Depression. He promoted the franchise to other states and regions. Thanks to the company, chicken has become an integral part of fast food and has gained the same popularity as the hamburger. Sanders himself, who called himself "the colonel", became an important figure in American cultural life, and his image is still used in the interiors and advertising of KFC. In 2013, KFC generated $23 billion in sales.

In Russia, KFC cooperated with the Rosinter company (Il Patio, Planet Sushi, Friday’s chains), cafes opened for a long time under the Rostik’s brand. In 2005 Rostik Group and Yum! Brands signed a cooperation agreement, which included the formation of a new unified brand "Rostik's - KFC". In 2011, an American company bought all the rights to the Russian part of the chain and returned the name KFC. In 2013, there were 245 outlets in Russia. The management plans that by 2015 450 restaurants will operate in Russia and the CIS.

Burger King

James McLamore and David Edgerton opened the first Burger King in 1954 in Miami. After visiting McDonald's, McLamore got excited about the idea of ​​​​creating his own fast food. In 2002, the company was acquired by a pool of investors for $1.5 billion, which includes Goldman Sachs, TPG and Bain funds. Ten years later, the company's capitalization amounted to 4.6 billion dollars.

The first chain restaurant in Russia was opened in early 2010 in the Metropolis shopping center, and the second in the Evropeisky shopping mall. Today, there are 220 chain restaurants in Russia, 121 of them in Moscow and the Moscow region.

In Russia, Burger King operates through a franchising system, it is represented by Burger Rus LLC, a joint company of Burger King Europe, the owner of the Shokoladnitsa chain, Alexander Kolobov, and VTB Capital. By 2016, the network plans to increase the number of outlets in Russia to five hundred. In place of the points of the Coffee House coffee shop, which was absorbed by the competitive Chocolate Girl, burger shops may appear. If this happens, Burger King will overtake McDonald's in the number of restaurants.

"Teremok"

In the late nineties, businessman Mikhail Goncharov developed a plan to create stalls with national cuisine - Russian pancakes with fillings. The first Teremok opened in Moscow in 1999 near the Aeroport metro station. Over time, the company entered the top four largest fast food chains in Russia, then Teremok restaurants opened. This year, information appeared that Goncharov plans to open outlets in America. In 2013, the turnover amounted to 2.65 billion rubles in Moscow and 2.3 billion rubles in St. Petersburg.

«Stardog!s»

In 1993, Russian businessman Sergei Shikharev bought meat and meat products from Denmark. There, he noticed many small stalls offering delicious hot dogs. There was nothing like this in Moscow, so he returned to Russia with the idea of ​​creating a similar network. Shikharev signed an agreement with the Steff Houlberg company, and soon the first Steff kiosk appeared in the city center. By the end of the nineties, there were a hundred tents, but during the crisis, business began to decline because the company could no longer work with Steff Houlberg. They decided to abandon the name "Steff", instead of it the "Stop Top" logo appeared.

In 2004, the company underwent a new rebranding, having received the name Stardog!s. Now it has 702 points of sale in sixteen regions. Most of them work around the clock. The hit of sales, like ten years ago, is the French hot dog.

"Tea spoon"

The idea for a Russian-style bistro came to St. Petersburg restaurateurs Boris Krupkin and Mikhail Avgustin, who had previously created the first gay club in the city - "69". In the crisis year, they decided to master the lower price segment, providing an average bill lower than that of McDonald's. 55 cafes opened in St. Petersburg, in 2009 the first restaurant opened in Klaipeda. 24% of the shares belong to the Neva-Rus fund, 19% - to private shareholders.

"Little Potato"

In 1998, Andrei Kononchuk and Vitaly Naumenko registered the Technology and Nutrition company. In August, the first point of the autocafe network was opened in Moscow. The main product is a whole potato baked in foil with a filling (cheese, butter and salads to choose from). For a long time, the chain worked in the format of street kiosks, and since 2003 it has appeared in the food courts of shopping centers.

According to information at the end of 2012, the Kroshka Kartoshka network includes more than 300 establishments, including 76 cafes in Moscow. The network is actively represented in Russian million-plus cities and is one of the five largest players in the market.

"Wokker"

Alexei Gisak worked as a copywriter for the BBDO Group and designed advertising campaigns for Pepsi and Mars until he wanted to become an entrepreneur himself. In 2008, from a trip to Amsterdam, he brought the idea of ​​​​pan-Asian food, which had never happened before in Moscow. Gisak and his friends registered the company: 70% from Alexei himself, 20% and 10% from Daniil Ostrovsky and Inna Petrova, his colleagues in the advertising market. Participation in food festivals helped the business: in one day of work at the Afisha Picnic festival, about a thousand portions of food were sold. Then word of mouth worked, I didn’t even have to spend money on advertising.

At first, Walker worked as a wok delivery service throughout the city, then points appeared at food courts in shopping centers. In 2012, the first Pan-Asian restaurant with affordable prices was opened. A year later, Vokker's revenue began to amount to 35 million rubles a month, while Gisak's other project, Supculture, was only 2.5 million. Now Walker, like its competitors, is developing its franchise network.

Born James McLamore (James Whitman McLamore) in 1926 in New York (New York City, U.S.). He was educated at Cornell University (Cornell University), and before that he studied at the Northfield Mount Hermon School.

After working in the business for a while, McLamore somehow ended up at a McDonald's restaurant, and it occurred to him that a lot of things could be improved there, and in general the network would work much better. As a result, this idea began to develop, and later James, along with his friend David Edgerton (David Edgerton), also a graduate of Cornell, already became the owners of a fast food chain called "Burger King".

In general, the first restaurant was opened a little earlier, and Edgerton did it on his own - on March 1, 1954 in Florida, in Miami (Miami, Florida), he opened the restaurant "Insta Burger King". But three months later, by June of the same 1954, the entire business concept was redesigned and the result was the Burger King Corporation restaurant.

In 1957, visitors tried the Whopper for the first time - it was he who became and remains the most important burger of the entire chain. It is noteworthy that the main problem at the first stage was the fat dripping from the burgers, and as a result, the founders had to try a lot of equipment before those burgers were born, which became the main attraction for the public.

The network grew rapidly - if in 1959 Burger King had 5 restaurants, then already in 1960 businessmen began to develop the idea of ​​a franchise.

Today "Burger King" is known all over the world - more than 12 thousand restaurants operate in more than 70 countries. However, since its foundation, this network has changed several owners.

McLamore and Edgerton sold their brainchild in 1967. James remained president until 1970 and was chairman until 1976.

James McLamore lived to the age of 70 and died of cancer in 1996 in Florida.

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The popularity of fast food continues to grow, and today it is difficult to find a person who would not know what Burger King is. But few people know about what this company had to go through on the way to success.

It all started in 1954, when two entrepreneurs - James McLamore and David Edgerton - opened Burger King. Starting their business in Florida, the founders of Burger King made it their main goal to attract a large number of American families to their fast food restaurants. And it was a justified goal, because at that time people had already recovered from the consequences of the 2nd World War and began to live for their own pleasure. Burger King was supposed to be a family restaurant, so McLamore and Edgerton begin offering atypical plastic cutlery at Burger King.

At the same time, the business of McDonald's, a company that is today the main competitor of Burger King, was also developing. In 1957, McLamore and Edgerton's fast food restaurant expanded its menu for the first time, adding the now-popular Whopper hamburger, sort of like the Big Mac on the McDonald's menu. It is worth noting that Burger King set uniform prices for the entire chain of restaurants and these prices did not change even during the crisis. However, Burger King burgers were more expensive than McDonald's, a trend that continues to this day.

In 1959, McLamore and Edgerton made the decision to take their business out of Florida and use franchising to do so. So, they began selling the rights to open restaurants under the Burger King brand to large investors. The scheme worked great, but unlike McDonald's, McLamore and Edgerton did not pay due attention to the enforcement of franchisee requirements. As a result, the Burger King franchise network began to crumble. Against this background, in 1967 it was decided to sell Burger King (more precisely, a chain of 274 restaurants) to Pillsbury. The deal amounted to $18 million.

A new round in the development of Burger King occurred after a former employee of McDonald's, Donald Smith, came to the company. With him, the restaurant chain entered the markets of other countries. Also, high-speed service was introduced and new positions were introduced in the range of restaurants. After Smith left Burger King, the restaurant chain went through many disappointments and difficult moments, and frequent changes in management only exacerbated the situation.

In 1989, Pillsbury, along with the Burger King restaurant chain, was bought out by Grand Met for $5.7 billion. The company's new CEO, Barry Gibbons, made a significant contribution to the development of Burger King, strengthening the fast food chain's presence abroad.

BURGER KING is one of the largest chains of fast food restaurants in the world. More than 12,000 Burger King restaurants operate in more than 75 countries around the world, serving about 12 million visitors daily. About 90% of BURGER KING's restaurants are operated by independent franchises, many of which are family businesses that have been in business for decades. In October 2010, BURGER KING Corporation was acquired by 3G Capital, a multi-billion dollar investment company specializing in long-term investments with a particular focus on maximizing the potential of brands and businesses.

Burger King Corporation (pronounced Burger King Corporation) (NYSE: BKC) is an American company that owns the Burger King fast food restaurant chain. The headquarters is in Miami, Florida.

History

In Russia (as well as throughout the world) Burger King operates through a franchising system. Currently, Burger King has 2 franchises in Russia: the Shokoladnitsa chain and the Ginza Project restaurant company.

The first chain restaurant in Russia was opened on January 20, 2010 in the Moscow shopping and entertainment center Metropolis (Voikovskaya metro station). The second restaurant of the chain operates in the Moscow shopping center Evropeisky. As of April 2012, 42 chain restaurants were opened in Russia, including 32 in Moscow and the Moscow region, 9 in St. Petersburg. On February 14, 2012, the first chain restaurant in the city was opened in Yekaterinburg.

Recently, the company sued the cybersquatter for the domain name burgerking.ru.

- Let's do this: you have five words - can you use them to determine what Burger King is?

For me personally, Burger King is the most delicious burger on the market right now. A little more than five words, but it's true. The main dish on our menu is Whopper. In translation, something like "thug", "Godzilla", something big. That is, a burger that is significantly larger in size than competitors' burgers.

- Directly all competitors?

Well, not necessarily all, but a big one. And it is made strictly to order: you ordered it at the checkout, and only from that moment they begin to assemble it - for you. There is one hundred percent beef, fresh vegetables, two rolls, a cutlet, and, well, sauce.

- Did you have any difficulties with any of the components that you listed?

We have solved all the difficulties: 90% of all our products are produced in Russia, and there is only one product that we import from abroad - French fries, potatoes (frozen potatoes are not subject to sanctions. - Note. ed.). But now Belaya Dacha is building a plant in the Belgorod region, and in two years, I hope, we will be 100% localized.

- Burger King, as an international company, was somehow affected by US sanctions?

I.e?

© Sergey Karpov/TASS

In 2014, you stated that, unlike McDonald's, Burger King would operate in Crimea. Then representatives of the American Burger King your statement. So will it still happen or not?

Yes, it will. I don't have a date yet, but there will be.

- And who owns the Burger King franchise in Russia?

It's not correct to use the word "franchise" here. We have a joint venture organized by the shareholders of Shokoladnitsa, the global Burger King and VTB Capital to develop the network in Russia. This is not just a franchise, it is a company where there are managing partners, an investor and a trademark holder who acts as a guarantor of compliance with quality standards. We differ from all competitors in that we are a Russian company. I can’t talk about specific numbers right now, but believe me, the American Burger King owns a minority stake, the main part of the shares belongs to Russian participants.

But please, in Moscow you look very American. Is there some kind of internal competition, say, between Russian Burger King and Burger King in Europe, in Asian countries and in the USA?

Yes, there is. And I must say, we are in a very good position: in the last 6 years we have been the best in the sector "Europe - Middle East - Africa" ​​twice.

- By the way, I once went to Burger King in the Spanish city of Valencia, and it was just awful.

We don't like it either, but we know that the company is trying to raise many restaurants in the world to the level of Russian ones, and we hope that this will work out.

© Sergey Karpov/TASS

- How did it happen that the Russian Burger King turned out to be better?

Firstly, all our restaurants are new - we are building them right now. Secondly, our attitude to quality is still globally different, because we own restaurants, and do not franchise them, these are two different approaches. Another point: they say that people quickly get used to good things, and here we are just trying to set the bar for good things. And when you say that somewhere abroad you didn't like Burger King, it means that we are doing the right thing.

- How serious a role does control by brand owners play here?

The first and foremost thing they control is the quality and safety of the product. As long as there are no signal samples from each batch, the products are not allowed in the restaurant. Every year, each of our suppliers conducts an audit of their quality system with us. A huge amount of money is spent on this. God forbid something happens in one of the chain's establishments, and it almost instantly hits all sixteen, it seems, thousands of Burger Kings around the world. In such a situation, you can not take risks. In addition, they control our budget and finances in general: brand owners have seats on the board of directors; but the main thing is food safety.

- In the six years that Burger King has been operating in Russia, have there been cases when you have been sued?

To be honest, I don't remember this. Perhaps the control still does its job.

At the same time, you yourself recently filed a lawsuit - in court against Shnurov for a harmless, in general, post on Instagram, and then the lawsuit was withdrawn. Two questions: what explains such strange behavior? What, you don't have a sense of humor? Shnurov immediately wrote in all his social networks that this was a success.

Do you know for sure that he rated it as a success?

Yes, the entire internet knows.

Well, what can I say - I was not in the country at that moment, and some employees of the company felt that it was necessary to go to court. When I found out, we immediately unfolded this story (Honey in front of Shnurov. - Note. ed.). It was, shall we say, a poorly thought-out defense. In general, we thank everyone who mentions us in songs, poems and jokes.

- Does your restaurant have a rule “the more you cook, the better it turns out”? It is known that it is difficult to make one good burger, ten is easier, and a hundred is even easier.

- Here I do not agree. Maybe it works with some other food, but not with burgers.

- So there is some limit on the number? Let's say we make N burgers, and N + 1 is no longer there, can the quality already fall?

- Not in this case. The question is not so much how you fry a burger, but how the quality of the already cooked one is controlled. How long will he stay? If a minute, then nothing terrible will happen. What if he stays twenty? Or twenty five? There is also sauce, bread - these are not mother's cutlets, which can lie in the refrigerator for two days, because they lie there on their own, just like cutlets. And here we are dealing with an assembled dish, it is soaked, leaking. You can simply walk through the food court and see which products are on display. As a rule, it is something simple - and something that is often ordered. For example, the simplest hamburger - they take it often, it can be cooked with some margin. And more premium, expensive burgers require an individual approach. That is, you order it and wait. Of course, some food is heated in the microwave, but you don’t want that! It's a different taste. Burger doesn't like that.

Burger King restaurants in Russia: in the city of Nyagan

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In Vladivostok

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In Ussuriysk

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Petersburg - on Nevsky

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- And from whom do you buy beef, by the way?

We are supplied with meat by two companies - Miratorg and Marr. In fact, everyone works on the same meat, with the same suppliers. The difference is only in the composition and in the required volumes.

- Do you somehow influence suppliers due to volumes? Are you pushing hard on the market?

We press not due to volumes, but because we are very predictable. With all our suppliers, we develop a contract not for three months or a year, but for five years. Burger King undertakes to select these volumes from them and guarantees this, and in this way we are responsible for the stability of their production.

- And at the same time you continue to grow in Russia - is this growth taken into account?

Yes, sure. And this is important, because stability, I repeat, is much more important than volume.

- We talked about Crimea, and what other strange places are you going to open in Russia?

Yes, we have already opened a lot of places. In the city of Nyagan, for example. This is the main city of Rosneft, where all 60,000 people work for Rosneft. From Yekaterinburg, the train goes there for a day and a half.

© Sergey Karpov/TASS

- And how do you import tomatoes there?

Well, we have local partners, cars go there, nothing special. In general, we are now considering launching cities with which there is no communication 2 months a year. There, most likely, it will be necessary to carry tomatoes by helicopters.

How much will a burger cost then?

As many. The helicopter flies not only for us, it is not carrying 50 kilograms of tomatoes. Well, it's only 2 months out of the year, after all. There are cities with which there is only air communication all year round - they are also of interest to us.

- Do you eat at Burger King yourself?

Of course, and quite often. My work is directly related to visiting restaurants, and I devote at least 2 days a week to this. I try everything and always try to do it incognito - I stand in line, put on a cap so that they don’t recognize me.

- That is, your employees do not know you by sight?

Many people know, of course, but I try to make sure that they do not recognize me right away. Although some kitchens even hang my photos, as far as I know.

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It doesn't matter what exactly you eat - burgers or not burgers. Go to any nutritionist, and he will say the same thing: it does not matter what and how much, it is important that the calories received from food are burned. What's so special about a burger? Meat, fresh vegetables, some sauce and two loaves of bread - which of these do you not consume, so to speak, in another life?

People who are professional bakers will object to you. They will say that you probably add more sugar to the bread - just to make the bun have a more golden crust.

Firstly, our entire menu - all its proteins, carbohydrates and fats up to a gram is available in every restaurant, you can see and compare. Secondly, I don’t know and, to be honest, I never thought about how many grams of sugar are in the bread that you buy daily in the store. I strongly doubt that there are any big differences with our bun.

Well, what should we play with him? For money, right?

- Well, you can dress up in a crocodile costume, for example.

Listen, I don't know. When we thought about this challenge, we decided so. Made this challenge quite spontaneously, very quickly. Maybe if they thought longer, they came up with something more interesting.