McDonald's Versus Burger King
There is no doubt that Burger King and McDonald's are the BIGGEST brands in the fast-food game. Both have been around since the early 1950s; during this time, both have gained quite a following and a large rivalry against one another. Over the decades, each would up the antics to get on top of the other in fast food sales - such as trying to create a bigger and better burger than their competitors. Even though they are constantly competing, McDonald's has always come out as the top dog. Today I will be discussing both brands' strategies as well as recommendations for the underdog - Burger King - to improve and surpass the top dog - McDonald's. Let's begin!
Top Dog (McDonald's) Brand Strategy
McDonald's has actually flipped their brand strategy over the last decade. Originally, their brand strategy was to be family-friendly. It was THE place to be as a kid! They had characters that they use - such as their mascot Ronald McDonald the clown and the Hamburgler - to displayed all around the inside of the restaurant and a giant indoor playland for the kiddos. I remember my grandparent's taking me there and bargaining with me to finish a certain amount of food before my brother and I would be allowed to go into the playland. I also remember having the best birthday parties there in the late 90s and early 00s. Essentially, McDonald's was branded as a place for kids. Boy does the nostalgia make my heartache to go back to these simpler times.
However, their brand strategy flipped quickly once childhood obesity became a large issue in America. McDonald's and their beloved clown quickly became the blame for the increased number of obese children due to their marketing to children. Slowly over time, their brand strategy became to market to working adults. They removed the play places, the fun colors, the mascots, and began remodeling their stores to become more modern. They began focusing on marketing their McCafe and this became their basis rather than their Happy Meals. Their brand strategy is to become a spot where adults come for their lunch, for coffees, to sit down and do work, etc. rather than being a place for families to come to sit down, eat, and have fun. This flip worked well for them as the generations that went here as children were becoming adults with jobs. Rather than stopping here to play, they now stop here to get items from the McCafe on the way to work.
UnderDog (Burger King) Brand Strategy
In a way, Burger King had spent decades riding on the coat tail of McDonalds's success. Burger King saw McDonal'd success in the brand strategy of focusing on marketing to the kids - because that was what got the parents in the door. They had play lands, but did not have full out characters like McDonald's; instead, the just had their mascot The King. They had kid's meals just like McDonald's that offered toys to the kids. Which let's be honest, the kid's meal toy was the best part about going there! (As well as going into the indoor playland.) My favorite thing to get at Burger King was the covited Cinna-minis! My mouth is watering just thinking about them. I also still have all of my Rugrat toys from my kid's meal saved in my attic - I know, usually info.
However, they shifted their brand strategy just as McDonald's did. They shifted away from marketing to kids and started marketing to adults. Instead of trying to create menu items to top McDonald's they shifted to focusing on the quality of the food they were currently offering. Thus the brand strategy of focusing on their freshness and focusing on the adult audience began. They shifted to branding themselves to millennials, just like McDonald's began to do. They noticed millenials becoming more health conscious - BOOM - they presented the impossible Whopper, the no meat all plant based option for their famous Whopper.
What strategies can Burger King use to gain more market share and surpass McDonald's?
The number one strategy that Burger King can use to surpass McDonald's would be keep going in the healthy options direction. Society is becoming more and more health obsessed and there are not many fast food places with a decent amount of options for this. McDonald's has little to no health conscious options so this is Burger's King's in to swoop in and gain more traction. They could offer low carb options, salads, and more - this is the strategy of knowing their demographic.
A great second strategy would loyalty promotional marketing. Currently, they have a loyalty program that gets points for purchases which in turn gets you free items. They could use their loyalty program to offer items that are exclusive to loyalty members as well as make it to where loyalty members are the first to hear about new menu items.
A final recommendation for Burger King would be to get back into television marketing to get the brand back in the brain of consumers. They could start a campaign that focuses on their freshness and healthy options. This way, their new healthy menu items will be show to all demographics to tempt them to come give it a try. This would show the world that their is a fast food place with better options for them on their diet.
Why do consumers prefer McDonald's over Burger King?
McDonald's has created ways to stay recognizable in the consumer's mind. Their iconic golden arches, their place places, the happy meal, their toys, the birthday parties, the McCafe, and their many mascots and the games, movies, and toys that follow along with those. Whereas Burger King does not have an iconic symbol to be remember by. They never did birthday parties. They do not have a coffee and bakery subset menu and they do not have a branded name for their kid's meals. They simply have not kept up with McDonald's in these aspects like they could have.
Personally, I have always preferred McDonald's. My dad has worked there my whole life so I have always felt a personal connection to it. As a little girl, he would always bring me home the happy meal toys. To me, the menu selection is much more competitive and better than that of Burger King's. Their hot cakes and french fries are my two favorite products to get. Overall, I have much better memories of going to McDonald's as a kid and that has just stuck with me over the years.
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