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Burger King: Cutting Corners and Tampering With Data

Qiuying Zhang (Beijing Normal University-Hong Kong Baptist University United International College, China)

EISBN13: 9781668491225|DOI: 10.4018/978-1-6684-4955-4.ch010

OnDemand Chapter PDF Download Download link provided immediately after order completion

Abstract

This case is about Burger King, an American multinational chain of hamburger fast-food restaurants. The 2020's ‘3.15' Consumer Rights TV Show in China exposed the mismanagement of its restaurants in Nanchang city (China). It was revealed that they had cut corners and tampered with the production date labels of expired bread and meat products. The release of this information has sparked widespread discussion on the internet. This case will present a variety of public attitudes about those negative reports, how the brand reacted to this controversial situation, and the shift in business strategy from the brand after the discovery of the scandal.

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Burger King: Cutting Corners and Tampering With Data

Abstract