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Burger King: Globalization

Appears in
Oxford Encyclopedia of Food and Drink in America

By Andrew F. Smith

Published 2004

  • About

Burger King’s international expansion began with its acquisition by Pillsbury in 1967. Two years later, the company opened its first franchise in Canada, where it now has 295 outlets. Subsequently Burger King opened restaurants in Europe, Asia, and Latin America. It opened its first Australian outlet in 1971, and other countries followed. Like most multinational fast food chains, as Burger King began to open franchises in other countries, it modified its products to reflect regional tastes or to conform to religious beliefs. Changes included adding beets and fried egg to the Australian Whopper, selling beer in Germany, Italy, and Spain, and offering halal or kosher food in the Middle East. In Japan, Burger King introduced the “Musical Shower,” which takes the diner-booth jukebox into the twenty-first century: Customers can dock their iPods and play music while sitting under a bowl-shaped directional speaker that restricts the sound to a single table. While it probably wouldn’t go over well in Mexico, the Nacho Whopper (topped with nacho chips, chilies, and a “Mexican sauce”) is available in the Netherlands. In 2010 Burger King in Dubai unveiled a pizza burger consisting of six beef patties, pepperoni, cheese, and tomato sauce—all in a nine-inch bun. It is cut into six wedges and intended for sharing, but local health authorities fear that some people may assume it’s a single serving.

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