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Burger King France: Acquiring the Quick Chain

Author

Listed:
  • Rozenn Perrigot

    (CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique)

  • Cheryl R. Babcock

    (H. Wayne Huizenga College of Business & Entrepreneurship - NSU - Nova Southeastern University)

Abstract

In 2015, Burger King France operated 26 Burger King restaurants in France and had ambitious plans for growth. In a press release, Burger King France shareholders announced the projected acquisition of Quick, a chain of 509 fast-food restaurants operating in France and a few other countries. Burger King France intended to gradually convert the Quick restaurants into Burger King restaurants—a move that would turn Burger King into the second-largest fast-food chain in France. While this acquisition provided a significant growth option for the Burger King chain, it also posed several challenges in the form of brand image, company culture, and the many issues that could come with the process of converting and internationalizing a chain within its home country.

Suggested Citation

  • Rozenn Perrigot & Cheryl R. Babcock, 2016. "Burger King France: Acquiring the Quick Chain," Working Papers halshs-01354620, HAL.
    • Handle: RePEc:hal:wpaper:halshs-01354620
    as

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