Burger King, a prominent name in the fast-food sector, has captured attention by announcing the cIosure of a substantial number of its U.S. outlets. This bold move, driven by a combination of internal and external factors, reflects the fast-food giant’s commitment to reshape its operations.
By diving into the intricacies of this decision and expIoring the broader context of the company’s efforts to redefine its brand, it becomes evident that Burger King is embarking on a transformative journey in the competitive realm of fast food.
Strategic Rationalization of Burger King’s Outlets
The strategy of closing restaurants is not unfamiliar to Burger King. CEO Joshua Kobza’s recognition of the company’s annual practice of shuttering a certain number of outlets emphasizes its ongoing dedication to optimaI performance.
However, the announcement of closing around 400 U.S. locations represents a more deliberate and significant step.
Chairman Patrick Doyle’s assertion that franchisees unable to consistently meet the system’s performance standards will be phased out underscores Burger King’s commitment to operational excellence.
This strategic pruning of underperforming outlets enabIes Burger King to allocate resources towards enhancing profitable establishments, thereby elevating overall performance and brand reputation.
The Rebranding and Modernization Strategy
This move aligns with Burger King’s broader rebranding strategy and effort to fortify its standing in the competitive fast-food landscape.
Acknowledging challenges like stagnant sales and intensified competition, the company launched the ambitious “Reclaim the Flame” rebranding campaign in 2022, backed by a $400 million investment. This comprehensive approach encompasses revamped advertising, menu streamIining, and extensive restaurant makeovers, all aimed at revitalizing the brand’s appeal.
Burger King’s commitment to modernization is further exemplified by allocating $50 million over the next two years to revamp nearly 3,000 outlets.
These upgrades involve technological enhancements, kitchen advancements, and physical renovations, all designed to eIevate the customer experience. Innovations such as three-lane drive-thrus and advanced delivery mechanisms cater to modern preferences, positioning Burger King as a relevant and competitive player.
Сlаudiа Саrdinаlе: Неrе’s whаt thе Itаliаn film iсоn lооks likе аt 85
Claudia Cardinale is Italy’s counterpart to France’s Brigitte Bardot. She quickly rose to stardom to almost just as quickly disappear from the scene later on. Now, Claudia Cardinale celebrates her 85th birthday.
The Italian star was originally discovered at a beauty contest held in 1957 by the Unitalia film company. The “most beautiful Italian woman of Tunis” subsequently won a trip to the Venice Film Festival that was to become a decisive turning point in her life. The sultry young woman was born on April 15, 1938, in Tunis, the capital of Tunisia. Her mother was French, and her father Italian.
In 1958, Cardinale, known as CC, played her first role in “Goha” opposite Omar Sharif before being trained as an actress at the Italian Film Academy in Rome. Her talents as an actress renowned for her dauntless rambunctiousness gained her fame, and her gaze into the camera became legendary.
Famous director Luchino Visconti gave her minor roles in “Rocco and his Brothers” (1960), as well as in the historical drama “The Leopard” (1962) with Alain Delon. As she later recounted in a biographical interview, she rebuffed all of her famous film partners, Jean-Paul Belmondo, Marcello Mastroianni, Alain Delon and Burt Lancaster.
A beauty queen turned into a film diva
Cardinale is Italy’s counterpart of Brigitte Bardot. But in contrast to Bardot, Cardinale never appeared nude in a film: “I always thought it was more erotic to leave some room to imagination, hinting at things rather than showing everything,” she told the German magazine Stern in 2014.
CC achieved her breakthrough with her performance in the highly popular Italo western “Once Upon a Time in the West” (1969). The classical western directed by Sergio Leone and starring Henry Fonda and Charles Bronson was shot in Rome’s Cinecittà studios and in Spain with some scenes set in Utah’s Monument Valley. The film that flopped in the US only acquired cult status in Europe.
CC’s career already saw a downswing in the 1970s. She then turned to television films, especially entertainment films where she showed some talent as a comedian. She got her last main role in a movie in 1971 when she starred opposite her main rival, Brigitte Bardot, in the Italo western comedy “Frenchie King.”
Spending time in a jungle with Werner Herzog
Ten years later, CC starred in German director Werner Herzog’s historical film “Fitzcarraldo” (1981). Although Claudia Cardinale had a difficult time enduring the bouts of anger of her eccentric film partner Klaus Kinski, she greatly enjoyed shooting and working with director Werner Herzog: “Being in the middle of the jungle with insects all around me and nothing to eat was one of my most wonderful adventures,” she later stated.
Claudia Cardinale and other heroines of European film
Claudia Cardinale is seen as Italy’s counterpart to France’s Brigitte Bardot. The actress who became a star in the 1950s and 60s now celebrates her 85th birthday.
Claudia Cardinale
She’s the youngest of Italy’s three major female stars. Claudia Cardinale worked with outstanding directors like Luchino Visconti and Federico Fellini. She fascinated audiences with her charming smile and acting skills in westerns, among them “Once Upon a Time in the West” and “The Professionals” (pictured).
Gina Lollobrigida
One of the most highly acclaimed European stars of the 1950s and 60s was Gina Lollobrigida who was born in the East of Rome in 1927. “Lollo” even made it to Hollywood where she was equally showered with praise. In the 1970s, however, she withdrew from showbiz.
Sophia Loren
Another Italian actress, Sophia Loren, who was a few years younger than Lollo, became her fiercest rival. The mutual hatred and jealousy of the two stars was a frequent topic in tabloids. In contrast to Lollobrigida, Sophia Loren continued to perform in movies even as an older woman.
Brigitte Bardot
During the same time, another sexpot rose to stardom in France with movies like “And God Created Woman” and “Love is my Profession.” Brigitte Bardot, the superstar of the Grande Nation, withdrew from film production in the 1970s to devote herself to animal rights causes.
Catherine Deneuve
A decade later, Bardot’s compatriot Catherine Deneuve broke onto the film scene. Deneuve differed much from both Loren and Lollo by playing roles as aloof and myterious women early in her career. Deneueve’s talent as an actress guaranteed her success throughout her life.
Romy Schneider
The two decades between 1960 and 1980 were also the golden era of German-French actress Romy Schneider. Born in Vienna, she made her breakthrough in the German-speaking world as “Sissi” before moving to France. In Paris, she became one of the most charismatic and impressive actresses of European film scene. But in her private life, she was anything but lucky. She died in 1982.
Penélope Cruz
One of the most famous Europen actresses in recent decades is Spanish actress Penélope Cruz. Cruz started her career in her home country before achieving fame in other European countries and, finally, Hollywood. Her performances received a lot of acclaim, especially in films by director Pedro Almodóvar, among them “Volver” (pictured).
Irene Papas
After 1945, actresses from smaller European nations were able to conquer the hearts of audiences across Europe. One of them was Irene Papas who is also renowned as a singer in her home country, Greece. She celebrated her biggest success in “Zorba the Greek” (1964) before also working in other European countries, and in Hollywood.
Tatjana Samoilova
While films from Italy, France, Germany and England dominated the film scene during the postwar era, it should not be forgotten that eastern Europe had much to offer too. One of the biggest female stars of Russian film was certainly Tatjana Samoilova who achieved world fame with the movie “The Cranes are Flying” (1957).
Krystyna Janda
Polish actress Krystyna Janda became known in the 1970s for her performances in films by Polish director Andrzej Wajda. She then performed in international co-productions with stars like Lino Ventura. In her home country, Krystyna Janda is also known as a singer and an an author.
In 1993, CC received a Golden Lion for lifetime achievement at the Venice Film Festival to be followed in 2002 by an “honorary bear” at the Berlinale. The spirited actress performed in more than 100 films.
In 2017, CC once again drew attention at an international film festival. A photo depicting her as a young actress embellished a placard in Cannes where she had often been invited as an honorary guest. On April 15, Claudia Cardinale will turn 80. Happy birthday!
This article was originally published April 15, 2018 and updated.
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