McDonald's' response? "No, thank you."
|McWhopper, as seen on NBC's Today Show. Full segment:|
The reality is different, however. According to QSR magazine, McDonald's is still the reigning champ, with annual sales around $35 billion. Burger King clocks in at No. 5 -- $8.5 billion -- behind Subway, Starbucks, and Wendy's. McDonald's is shuttering restaurants, paring back its menu choices, and experimenting with larger Quarter-Pounders and all-day breakfast in a move to spark tumbling sales.
Is this a PR win? Earning two minutes on NBC's Today Show can't be viewed as a loss. At the same time, students in my Public Relations class at St. Bonaventure University said the campaign -- win or lose -- trivializes the idea of battle. "Burger wars" are fine from a marketing perspective for two mature fast-food brands. But our students reminded me that war -- real war -- means suffering, death, refugees, and much worse.
Burger wars, like cola wars, are a trade magazine's contrivance. One that, from a different perspective, bends our perception of real conflict. And this campaign designed to promote Peace One Day seems way into the weeds.