Burger King, the second-largest national hamburger chain in the US, has entered and departed the Japan Market with its re-entry taking place in 2007. The Whopper and people’s past positive experiences outside of Japan have been the main draw for customers to go to a Burger King in Japan.
Burger King’s small market share in Japan (90+ stores) vs. McDonald’s (3000 stores) not only makes it difficult to justify a sizable advertising budget, it also makes it difficult to compete in Japan from an advertising standpoint. Since both Burger King and McDonalds have similarities, distinguishing between the two makes it difficult for Burger King to create awareness to new customers. Your students will enjoy discussing increased sales, marketing strategies, and creative advertising in this highly engaging lesson!
This lesson is appropriate for adult English language learners at the advanced level but is adaptable for upper-intermediate learners. It has a discussion phase, vocabulary study phase, a reading/listening passage followed by reading/listening comprehension questions, and finally some additional conversation and role-play activities.
I have used it in individual and large group settings and found it to be a very flexible and useful resource. It is recommended that 45 minutes is allowed to cover this lesson, however, extending this lesson to two 45-minute lessons might be necessary to process the vocabulary, cover the higher forms of thinking provided by the comprehension questions.