I saw it. I tried to ignore it. I gave in. I said I wouldn’t write about it.
And here we are.
The McWhopper story
Monday Aug 24:
Burger King puts out several full page ads as well as launching the McWhopper.com.
– Burger King
Blah, blah blah.
— Steve, McDonald’s CEO.
PS. A simple phone call will do next time.”
Everyone loses their shit. Both the media and the public can’t stop talking about Ronald’s missed opportunity, and how much of a dick CEO Stevie is.
Give me a break. Seriously? Let’s get down to it.
The source of this idea came from BK’s marketing department, not their social responsibility department. The offer was disingenuous from the get-go. That said, the intention of any marketing department is the same. To increase positive exposure with the goal of increasing sales. Using the backdrop of peace is a crude move, even for the King.
If Burger King management wanted to actually do something meaningful, they wouldn’t take out full page ads and launch a microsite. Executives on both sides would discuss first. As Steve said, “a simple phone call will do…”
Do you have any idea what kind of operation it would require to pull off a McWhopper globally? I don’t think a few weeks prep is fair. Burger King knew 100% that this idea was not feasible. Companies have timely goals and objectives. No company, especially the size of McDs, would halt global operations, and jump on competitor’s marketing band wagon
Burger King is like a shitty little rapper trying to diss a bigger MC in hopes to be associated with a bigger name. Burger King has 12,997 locations, while McDs has 45,000. The “King’s” revenue: $1.97 billion. McDonald’s revenue: $24 billion. That’s over 10x the size of BK, with only, just over three times the locations. Even Tim Hortons, which is much smaller, ‘is not buying Burger King’. Why? Timmy’s is more profitable and better managed.
The King gets his comeuppance
Denny’s makes “peace burger” offer to BK. With only 1,541 locations and $472 million (down from $939m since 2007) in revenue, Burger King can now help Denny’s with their brand awareness campaign. Good job fellas.
Talk about sloppy seconds.