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.
Getting Friendly With the King
- Author: &
- Publisher:International CHRIE
- Publication year:2013
- Online pub date:
- Discipline: Brand Management & Strategy, Hospitality, Travel & Tourism Management
- Contains:Teaching Notes
- Length:4,551 words
Region:Northern AmericaIndustry:Food and beverage service activitiesOrganization Size:Originally Published In:2013). Getting friendly with the king. Journal of Hospitality & Tourism Cases, 2 (3), 9– 17., & (Type:Online ISBN:9781529710212Copyright: © 2013 International Council on Hotel, Restaurant, and Institutional Education (ICHRIE). All rights reserved.