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Burger King: Cutting Corners and Tampering With Data
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Author(s): Qiuying Zhang (Beijing Normal University-Hong Kong Baptist University United International College, China)
Copyright: 2023
Pages: 11
Source title:
Cases on Social Justice in China and Perspectives on Chinese Brands
Source Author(s)/Editor(s): Youssef Elhaoussine (Beijing Normal University-Hong Kong Baptist University United International College, China)and Lulu Wang (Business Advantage Consulting, China)
DOI: 10.4018/978-1-6684-4955-4.ch010
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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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