Getting Friendly With the King

Getting Friendly With the King

  • Case
  • Teaching Notes
Abstract

This case study discusses the recent co-branding venture between Burger King and Friendly’s. At the suggestion of a Burger King franchisee, executives at Burger King and Friendly have decided to offer products from both franchises at a co-branded location in New Jersey, United States. Friendly’s has recently come out of bankruptcy protection and is attempting to revitalize itself. Friendly’s hopes to strengthen its brand name and increase sales by offering its products alongside Burger King’s.

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