Mc Donald’s X Burger King: Has the king gone too far?

The historical battle between giants McDonald’s and Burger King is not new, but it has been in the news for a while. The rivals compete in product innovation, delivery times, and healthier recipes, but there is one sector that can be the key to conquering all of those: marketing.

The two world-famous fast-food chains have different strategies when it comes to marketing campaigns. Mc Donald’s is usually more conservative, while Burger King bets on more aggressive options. Although it may seem a matter of personal preference, it is not. Both brands are market leaders recognized worldwide, but what sets them apart?

The McDonald’s Method

Mc Donald’s first store opened in California in 1940 by the brothers Richard and Maurice McDonald. A few years later, they partnered up with Ray Kroc to turn the restaurant into a franchise that would grow impressively.

But size is not the only outstanding feature of the company. Its method has conquered the trust of millions of consumers around the world, achieving revenue of 23.22 billion U.S. dollars in 2021. The secret? The simple rule of a 3-legged stool:?franchisees, suppliers, and employees, all focused on service, quality, cleanliness, and value.

McDonald’s success has grown so much that there is a sociological phenomenon named after it: McDonaldization. The concept developed by ?George Ritzer claims that the “fast-food principles” (efficiency, calculability, predictability, and control) homogenize cultures worldwide through globalization.

Burger as the King

Burger King’s history supposedly begins as a food chain inspired by McDonald’s. The accuracy of that information could only be confirmed by the owners at the time, Keith Kramer and Matthew Burns, who started the restaurant in 1954.

Since then, the company has grown into one of the most valuable brands globally, with over 18 thousand stores worldwide and worth around $7.5 billion U.S dollars today.

One of its founders, David Edgerton, created a special machine to grill their burgers, the Insta-Broiler. It delivered an alike barbecue taste, which is still a great selling point of the franchise.?

The King’s hero: Daniel Schwartz

Daniel Schwart is the millennial who revolutionized the franchise at 32 years old with no previous food chain experience. It seems impossible. It almost was impossible indeed, but he did it. And how he did it is the most important part.

He started where most employees do: learning simple tasks and mastering them. He scrubbed floors, worked the broiler, made sandwiches and ice cream, and took orders from customers. All to better understand the restaurant processes and its failures.

Between kitchens and offices worldwide, he got his answers and implemented the solutions. He simplified the menu, instituted a rigorous process for product launching, cut down expenses (even the company private jet), and re-franchised restaurants.

Nowadays, Burger King has a solid reputation built, and the company’s advertisement style reassures its relevance. Under his lead, Burger King grew closer to its number 1 competitor: McDonald’s. But why do people always tend to compare them? Because Burger King’s marketing made it so.

Marketing Campaigns

Burger King’s aggressive marketing strategy is risky, but it has been working, at least when it comes to making an impact. The humorous tone and direct provocations to McDonald’s make sure no campaign is quickly forgotten. Let’s take a look at Burger King’s most epic advertisements:

“IT” movie surprising ending:

The movie IT, an adaptation of the novel by?Stephen King, starring the clown Pennywise, had an unexpected ending in a premiere in Germany. The following message appeared on the screen during the final credits: “The moral is: Never trust a clown.” The brilliant provocation was clearly addressed to Ronald McDonald, the official character of the fast-food rival.

Halloween costume:

The borough of a Burger King’s restaurant in Queens, NY, was covered by a blank “sheet” with the word “McDonalds” spray-painted on it for Halloween. There was also a sign with the message: “Just kidding, we still flame grill our burgers.” At the same time, BK is known for grilling their burgers and McDonald’s fries theirs. The intelligent move went viral on the internet and made it into the list of most epic advertisement campaigns ever.

“Peace” Day:

Burger King innovated once more, putting an open letter to McDonald’s in the ?New York Times?and?Chicago Tribune. It proposed the creation of the McWhopper, which should be “developed together, cooked together and available in one location for one day only – Peace Day, September 21, 2015, with all proceeds benefitting Peace One Day.”

Mcdonald's did not receive the initiative well, declined the offer in a Facebook post, and stated, "A simple phone call will do next time.” Needless to say, the internet went crazy, and people started doing their own McWhoppers at home.

The Christmas gift:

Burger Kind made sure the 2017 Christmas would be unforgettable, at least for Mc Donald’s in?Cape Town. The King of burgers dropped an enormous gift box from a helicopter in one of their rival’s stores. What was inside choked all the ones watching: A grill with real flames! In the box, there was a message, "Now you can flame grill, too!" Extra points for the bold move!

BigMc Day at Burger King:

A Day without Whopper was a campaign BK launched to support McHappy Day, a day where all the revenue from BigMcs is destined for the?Children With Cancer Foundation. In 101 Burger King Argentina stores, customers were informed that the franchise was not selling Whoppers that day and were encouraged to get a BigMc instead.

So, has the King gone too far?

Burger King’s marketing strategy can be unconventional, but one thing is for sure: they are experts in getting their audience’s attention. The franchise is big but significantly smaller than McDonald’s. Just the fact that people tend to compare the two fast-food chains is already a victory for Burger King.

The Whopper franchise created some of the most remarkable campaigns ever, and more than putting the brand in the spotlight, their ads usually bring some reflection or at least become a Twitter trending topic.

Burger King’s secret marketing recipe mixes creativity, boldness, and humor to grow its brand awareness. On the other side, brand loyalty has not been their strength for a while. The King’s team is determined to change it, and coming from them, we can expect nothing but innovation. I’m excited about whatever comes next; maybe we will get to talk about it in a future article.

If you are still here, which one are you craving, a Whopper or a Big Mc? Let me know in the comments!

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Sources: Statista, Mc Donald’s website, Burger King website, Business Insider