Burger King's mission statement is "to prepare and sell quick service food to fulfil our guest's needs more accurately, quickly, courteously, and in a cleaner environment than our competitors.” Burger King also uses a "commitment" in addition to its mission statement. The Burger King commitment is "to premium ingredients, signature recipes, and family-friendly dining experiences".
Burger King uses its mission and commitments in order to guide its daily business. Since its inception in 1953 in Jacksonville, Fla., Burger King's mission statement has been referenced in its restaurant locations worldwide and on its websites. The company employs the slogan "HAVE IT YOUR WAY" to create a perception of excellent customer service and the ability to satisfy all customer expectations.
In addition, Burger King works together with and listens to its employees, guests and business partners and is concerned about educating children, preserving the environment, providing jobs, and helping families live and eat better. According to its English website, Burger King adheres to corporate responsibility, which it defines as "looking beyond a strong bottom line to consider the impact of everything we do. It's about doing the right thing as a corporate citizen in today's global marketplace while successfully meeting business goals and objectives....That is why our approach is stakeholder-driven, focused on four key areas – Food, People, Environment and Corporate Governance."