Burger wars won't bring Peace One Day
Burger King earned itself a moment of PR limelight with its recent invitation to McDonald's -- yes, that McDonald's -- to collaborate on a joint sandwich, later this month on Peace Day (Sept. 21).
McDonald's' response? "No, thank you."
From one perspective, Burger King's armistice in the "burger wars" helped it gain some visibility, albeit at the cost of full-page newspaper ads, a Twitter account (#McWhopper) and a clever-ish website. The strategy borrows a little of McDonalds' luster to portray Burger King as a near-equal.
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.
McDonald's' response? "No, thank you."
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| McWhopper, as seen on NBC's Today Show. Full segment: http://tinyurl.com/plwa5kx |
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.
