Peace Talks in the Burger Wars
Burger King tried to extend an olive branch (or was it an onion ring) to McDonald’s this week, proposing a one-day ceasefire in the burger wars in honor of global Peace Day on Sept. 21.
The idea was for the two fast food titans to come together in Atlanta (the midway point between McD’s Chicago HQ and BK’s Miami homebase) and create what would surely be a burger junkie’s dream, the McWhopper.
It’s a fun idea, and one that would surely have generated tremendous social buzz and good will for both companies. It’s worked well in the past for other brands with huge rivalries. In the comic book world, DC and Marvel have teamed up several times over the years to crossover their respective universe’s superheroes, to the delight of their combined fans.
Unfortunately, Ronald McDonald was the sad clown at this circus. McDonald’s turned down the offer (here’s a full write-up from the Chicago Tribune). CEO Steve Easterbrook said he liked the intention, but thought there was perhaps something more meaningful the two brands could do together.
Okay, we’re waiting. McDonald’s, the burger is on your grill. What’s your next move?