Balancing Cost and Quality: A Case Study on Burger King Finland’s Pricing Strategy

Abstract

The competitiveness in the fast-food industry is an ever-growing aspect that greatly relies on the customer experience because it indicates both business performance, customer satisfaction levels, and the loyalty of customers. This thesis focuses on the study of Burger King Finland’s pricing strategy, quality of service, and customer experience to determine the factors affecting customer preference in making the choice among its competitors. This research includes survey data from customers and an interview with the representative member of the partner company to gather insights. The obtained responses were analysed and about 50 people participated in the survey and only 1 representative of the case company gave an interview and insights. Also, benchmarking was done to have a clear comparison of the case company with other competitive companies such as Hesburger and McDonalds.

This research evaluates how people see Burger King’s prices in comparison to its competitors McDonald’s and Hesburger. The research activities are focused on the factors that are considered, the deciding factors in selecting fast-food brands by the customers, whether it is the quality of food and service or the product price.

Based on responses from customer surveys and internal insights from the company representative the deciding factor for the customers was the quality of food followed by price and size of the portion. This research is not just to provide useful information for Burger King but is also suitable for a better understanding of pricing methods in the fast-food industry. The research outcomes help the business in creating a better balance between customer experience and pricing.