Value Propositions

The purpose of this paper is to discuss the value propositions being used by competing fast food restaurants. The restaurants that I have chosen are McDonalds, Burger King and Jack in the Box to speak of each ones value proposition and the ways they differentiate from one another. While, showing the value offered through each chain of restaurants. As today's fast food chains are offering many of the same values inside, outside they can have many differences.

We might ask ourselves, why should I eat McDonalds today? They have a variety of choices on their menu. There are salads, chicken items, and even Angus burgers to go along with their famous Big Mac, to choose from so there is something for everyone. There is breakfast served until 10:30am in the morning each day, also iced coffees throughout the day. The menu also consists of items for only a dollar; which goes for breakfast and also lunch. All items are priced to sell at a reasonable price or for what a person has a taste for and is low on funds. The founder Ken Croc said the value proposition of McDonalds stands for "friendliness, cleanliness, consistency, and convenience." (Expert Program Management, 2011). McDonalds has a simple and catchy advertising slogan it uses stated as "I'm loving it". Now this can apply to many areas of the restaurant. Whether it's the taste, price, service, or overall experience of a visit to McDonalds, it certainly is a way of creating an everlasting value to its consumers. They offer the Happy Meal for young children or even the Mighty Kids meal for the growing child, each comes with a toy in the meal. The Monopoly game is a huge value oriented proposition. It brings the board game to a real life version. Offering prizes and cash rewards and even free items off the menu. McDonalds is well known for its kid friendly mascot Ronald the Clown and cast of characters that accompany him. In the broader sense, customer relationship management is the overall process of building and maintaining profitable customer relationships by delivering superior customer value and satisfaction. (Kotler & Armstrong, 2008). McDonalds has been utilizing this technique to its customers since first opening.

Now one of McDonald's biggest competitors over the years has been Burger King. For good reason as well since Burger King has been providing its own diverse selection of meals. From their world renowned flame broiled Whopper and other burgers, to chicken sandwiches, salads, and desserts. As with McDonalds, Burger King also serves up breakfast to its customers as well as a dollar menu. One of the biggest advantages it holds over its competitor is the value claimed in their $1 quarter pound cheeseburger. Mike Kappitt, senior vice president, global business intelligence and strategy, Burger King Corp. "Positive sales results and strong consumer demand for our $1 ¼ pound Double Cheeseburger prove this strategy delivers a superior sandwich at an exceptional value." (Burger King Corporation, 2009). Burger King too has its own way of rewarding customers with its Iron Man or X Men themed game. Taking a page out of McDonalds they have the game pieces to peel off on their drink cups and fries that give customers a chance at winning cash or other prizes. Now Burger King may not have the kid friendly clown as a mascot but it does utilize an adult themed King mascot pretty well to sell its meals. As stated in Burger Kings ad slogan "Have it your way", they choose to focus on letting the customer have something the way they want it, not just as it comes. It provides the customer a certain kind of freedom in choosing a meal or item. Kind of like how the king of a country has the power to do what he wants. They let the customer be the king in how they order their food. There are several different ways you can make a whopper to order; in fact there happens to be 221,184 different combinations (Wiki Answers, ND).

As with McDonalds and Burger King,