Business Case Studies, Consumer Behaviour Case Study, Obesity Concerns, Burger King’s Product Revamp

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Consumer Behaviour Case Study

Case Title:

Obesity Concerns: Burger King’s Product Revamp

Publication Year : 2005

Authors: Dakshi Mohanty & T. Phani Madhav

Industry: Retailing


Case Code: CSB0004

Teaching Note: Available

Structured Assignment: Available

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With rate of obesity levels reaching alarming levels in America, fast food companies attracted consumer resentment on a large scale. Like other fast food companies in US, Burger King was also sued, for making Americans obese with its fatty foods. Although the lawsuits were dismissed later, the company realised the importance of assuming a “healthier” image. It initiated efforts to makeover its menu by introducing a new line of low-fat food items. The company also reintroduced its 1974 slogan, “Have It Your Way”, which denoted that consumers could customise their items as per their requirements.

Pedagogical Objectives:

  • To discuss how the rising obesity levels put pressure on the food industry to respond and change their offerings
  • To discuss the series of initiatives that Burger King has taken to refurbish its image and meet the changing customer demands.

Keywords : Burger King, Rising obesity in the US, Obesity and the fast food industry, Marketing Strategies Case Study, Public outcry against fast food companies, Lawsuits, Health foods, Fast casual, Allegations against Burger King


  • Introduction
  • Obesity and Fast Food Industry
  • Public Outcry against Fast Food Companies
  • Burger King — The Image Makeover

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