How Daniel Schwartz took on the challenge of making a 60-year-old hamburger chain into something cool: by chloesorvino
featuring historic footage of Andy Warhol slowly unwrapping and methodically eating a Whopper. The BK app topped the charts in Apple’s App Store during the campaign; throughout the Super Bowl, “Andy Warhol” was the most searched term on Google.
Schwartz became a 3G partner at 27. “The group believes in investing in young people and giving them opportunities,” he says. “I worked hard and proved that I really cared. More so than anything else, I put the business and the firm ahead of myself.” His wife tolerated the long hours, perhaps because, as a physician in residency, she worked late too.
Paying a 46% premium for the publicly traded shares, 3G acquired the chain for $4 billion, including debt. Schwartz then raised his hand to help run it. “I wanted to be part of this. And I didn’t want to just sit in an office and get monthly reports.” Warren Buffett is a fan, having put up $3 billion in equity to help finance the Hortons deal. So is Bill Ackman, whose Pershing Square hedge fund owns 5% of the stock; 3G owns 41%.
Recently, Schwartz was moved up to executive chairman, and longtime Burger King exec Jose Cil, 49, became CEO. “We take bets on people,” Cil says. “When they are ambitious and willing to work harder than anybody because they’re driven by something beyond a paycheck, they want to do something big.”
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Whopper Of A Turnaround: At Burger King, The 3G Capital Model Actually WorkedTo fix Burger King, Daniel Schwartz turned to 3G Capital’s standard recipe for comebacks: cut costs, incentivize management—and stay hungry for acquisitions. This time it worked by chloesorvino
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