Brand Rivalry is not a new phenomenon. In a competitive industry, there are usually many players, though you often have two dominant players slugging it out in the market place. In some countries, competitors are more confrontational and directly target each other in advertising campaigns; calling each other out in order to gain the mind of consumers. This is the case in the on-going “burger war” between MacDonald’s and Burger King, which once again brings to fore, the dynamics of brand rivalry.
Burger King took paid advertorials in the New York Times & Chicago Tribune inviting McDonalds to collaborate with them to produce a burger to be known as the McWhopper, a blend of the Big Mac and the Whopper, the best-selling burgers at McDonald’s and Burger King to support the commemoration of September 21 as the world peace day. It went ahead to suggest that this special burger will be sold in a single shop in Atlanta operated by both companies for one day only, with the proceeds going to the “peace one day” charity. McDonald’s however resorted to Facebook to rebuff the offer with the response by their CEO Steve Easterbrook saying “we love the intention but think our brands could do something bigger to make a difference.” He didn’t agree that a simple burger rivalry should be compared to a real war which is characterized by much suffering.
This conversation between these two burger companies has generated a lot of reactions since it broke out with the majority of people calling McDonald’s a snub and almost alluding that they are not interested in world peace. Of course, it is would seem that Burger King has gained so much PR mileage with this stunt; while the situation has not been positive on McDonald’s so far.
The tone and manner of McDonald’s’ response to Burger King has been criticised to be snubbish and somewhat condescending, while Burger King appears light hearted, though almost bullish through their unconventional method of placing an advertorial in the newspaper rather than engage McDonalds directly. Honestly, I think their approach was creative and disruptive, which is what marketing should be about. That is the reason why everyone is talking about this and why it has caught the attention of the world.
Collaboration between rival companies is not a new thing. Often-times competitors come together on CSR initiatives for the common good of the larger populace. What makes this particular situation different?
The following are some thoughts that comes to my mind:
- It would seem that Burger King has made an attempt to put McDonalds on the spot through their approach. It presents them as the caring brand and the “good guy”, while McDonalds is seen as the uncaring, cold brand.
- Could the invitation have come differently? While the idea was a laudable one; I think it should have been given more seriousness by Burger King with a carefully discussed plan that would have delighted their consumers and achieved the objective.
- Was Burger King fishing for PR leverage? They may have predicted the reaction of McDonalds and just did that as a publicity stunt. In the same vein, could McDonalds have played this differently and not allow BK to run away with this PR leverage they are enjoying?
- Can you compare “beef” war with real war? War is a terrible thing of far reaching impact. McDonalds does not agree that the “beef” they have with Burger King can be equated to war; they call if “friendly business competition”.
- Would you say McDonalds appears to be working against the whole notion of world peace by not making peace with their competitor? I think their response may have been a bit more diplomatic considering the “no win” situation that Burger King had placed them.
- McDonald’s believe the two companies are too big to be limited to a one- store activation – I couldn’t agree more. Both brands have footprints across the world and war is not limited to one area alone! It is global phenomenon. How do you create an awareness for world peace with a single location activation? It is a drop in the ocean considering it will not impact America alone, not to talk of the entire world! For this campaign to be relevant, it should be a global one. That is when an awareness for world “peace” can truly be created. This also implies that the scale of the proceeds for charity work can be as impactful.
The story has not ended…. Burger King has extended the same invitation to other burger brands – Denny’s, Wayback Burger, Krystal and Giraffes for a chance to make the “peace” burger. (Burger King says the offer is still on the table for McDonald’s). Though it is yet to be seen where this will all end up… but I have a strong feeling that McDonald’s may have something up their sleeves to redeem their image and pride. September 21 will define what this is!