In an attempt to form a truce with their lifelong rival McDonald’s, Burger King pitched the possibility of joining forces to create the McWhopper, a symbol of peace between two fast-food giants. Burger King made a very compelling proposal, which was featured on the McWhopper website , created specifically to pitch the idea to McDonald’s. In addition to the website, Burger King placed a full-page ad in the New York Times as well as The Chicago Tribune.
“We come in peace. In fact, we come in honor of peace. We know we’ve had our petty differences, but how about we call a ceasefire on these so-called ‘burger wars?’”
The idea of the McWhopper was to create a burger that combined the McDonald’s Big Mac and Burger King’s Whopper, which Burger King proposed would be sold on September 21 with proceeds going towards the anti-conflict nonprofit Peace One Day. The idea was to sell the McWhopper in the city of Atlanta since it is located between both of the companies’ headquarters.
To Burger King’s dismay, however, McDonald’s CEO Steve Easterbrook dryly stated his disinterest in the McWhopper idea by replying to the proposition on the company’s Facebook page.
“Dear Burger King,
Inspiration for a good cause… great idea.
We love the intention but think our two brands could do something bigger to make a difference.
We commit to raise awareness worldwide, perhaps you’ll join us in a meaningful global effort?
And every day, let’s acknowledge that between us there is simply a friendly business competition and certainly not the unequaled circumstances of the real pain and suffering of war.
We’ll be in touch.
-Steve, McDonald’s CEO
P.S. A simple phone call will do next time.”
Not only did Steve completely devalue Burger King’s pitch for the McWhopper, but he also coldly shut down his offering of peace. Okay, well in all fairness he didn’t entirely shut down the proposal since he did say “We’ll be in touch,” but there is no doubt that he wasn’t in love with the idea of the McWhopper.
Lately, McDonald’s has been pushing for a more health conscious menu and it makes sense why the McWhopper wouldn’t make the cut for new menu additions. Nonetheless, Burger King’s proposal has certainly been getting considerable attention, and if anything, it has people thinking about, and debating the idea of a McWhopper. Nice job on the publicity stunt, Burger King! Everyone is talking about the McWhopper and it doesn’t even exist.
[Image from mcwhopper.com]
