Burger King Corp. recently invited nine people with ties to the fast-food restaurant chain to Miami headquarters to share company strategy during a daylong session. Franchise top brass laid out company growth plans, new products and marketing to the group, which included attorneys and business leaders with relationships to existing franchisees and minority communities.
It was the first time the nine had been formally brought together. “This was a group of folks who’d been influential in our system for some time, and we took this opportunity to formalize our communication with them,” says host Steve Rafferty, Burger King vice president of franchising and business development, who dubbed the meeting the Brand Ambassadors Summit.
Its purpose was to help Burger King maintain and grow the franchise base.
The company says 1,200 franchisees comprise 90 percent of the system–or roughly 10,000 units–in 74 countries. The company controls 1,400 stores. More.
