BURGER KING Vs MC DONALD'S

 

BURGER KING Vs MC DONALD'S

-By Richa Christopher

BURGER KING: THE MOLDY WHOPPER

The global Burger King campaign The Moldy Whopper made a real impact when it was released earlier this year. The 34-day time-lapse indicates who has the image that should be glue, a molded version of its previous personality. It is designed to highlight Burger King's movement in the use of synthetic restrictions, but to separate ideas between markers. While the basic message is clear, it is unbelievable that such images would encourage consumers to buy. Analysis of the campaign's results suggests that while it has led to the emergence of 8.4 billion media outlets, this has not translated into a strong buy objective. Apparently, however, the aim of the campaign had a long-term vision: to prove Burger King’s commitment to real food in the eyes of a growing consumer health. Or, as CMO Burger King puts it "We want to change fast food for good". Whether you like it or not, the moldy Whopper is a clear example of Burger King's commitment to bold, creative, and value-added marketing strategies.

QR CODE WHOPPER

In April of this year, as most of us stayed for hours at home during the closure and, when the boredom passed, Burger King launched his QR Whopper Giveaway campaign. This ad was aired on TV and showed the caller behind the floating QR code. Scanning code users are given coupons which they give free Whopper when they purchase through the Burger King app.

This combination of play and play in the current consumer concept was aimed at increasing the acceptance of their delivery system. With many restaurants closed, this was one of the only product lines for sale. It is a great example of how the media, technology and strong understanding of your customers ’thoughts can work together.

2- METER CROWNS

As businesses and restaurants begin to reopen, all have had to face the challenge of operating under social mobilization measures. Burger King’s take on this recently unveiled their new donation hat: crowns to highlight the community. This way of communicating the language through anti-social media is the right amount of confidence that we all needed and will no doubt lead to a wealth of salary coverage as customers rush to get themselves big cardboard crowns.

MC DONALD’S: WE MISS YOU TOO

In March of this year, as it began to work nationwide, we began to recall what we had lost most in our normal life. The use of digital media has increased, search styles have changed and with dinner becoming the main event of the day for many, we all started to remember after our favorite meal. There were many tweets and posts about how people were losing their McDonald's favorites. In early April, McDonald s rallied a simple 'We Remember You' feature on social media, which aims to connect with its audience and drive engagement. This could not be prevented. Instead, it would have been the result of using public listening to monitor emotions and what was being said at the time. It has been difficult for products to communicate with consumers during this time, and the risk of sending inappropriate messages during a disaster can have serious consequences and prevent consumers from leaving the product for a long time. By closely monitoring what is said about their online product, McDonald's was able to add to the conversation in a timely manner.

 PRODUCT VALUE

This approach will only work for products that are trusted by its fans, as well as the knowledge of the number of positive ideas compared to the product. Brand Passion reports looking at references gained on multiple social media platforms place McDonald's in the top 10 products for online audiences.

McDonald's understands this, and by carefully monitoring the work they can use it for their own benefit. A simple idea was a great way to truly connect with customers at a time when doing so was even more difficult. As the drive opened in late May, chaos reigned as hundreds of customers sat in the top and bottom queues in the country to receive their McDonald's fix. This just shows how many hard-working McDonald fans are there. This trend can also be seen in McDonald's voice section comparing it with other fast food chains online. Compare McDonald's and Burger King with a voice share in the UK and there is a winner going out and coming out. McDonald’s most advertising method is to take the love of the product as given and simply work to strengthen or validate it. And quite frankly, the immersive feeling you get when you realize you missed their breakfast menu is a hard feeling to forget. The ad alone has over 2.5 million views on YouTube since December 2019.

 

SUMMARY: Aside from staying in the same place in the fast food industry depending on the product, it is clear that the two species are marketing differently. McDonald's' gold medal monument is an internationally recognized symbol. To many McDonald's is seen as a fast-paced first-generation food and Burger King as a rival, and this is also possible in terms of product value and actual market share. In terms of marketing it is clear that Burger King takes a lot of risks, and McDonald’s takes a different approach, keeping warmth and personality in much of its advertising. While the Burger King product may not be popular right now, they are definitely making their mark on marketing and design strategies. In fact, Burger King's Chief Marketing Officer said he sees intelligence as a benefit of product competition. Presumably this is just the attitude they need to make a lasting impact on consumers and help build on this product as it is today.