Mcdonalds And Burger King Case Study

Decent Essays
McDonald’s and Burger King’s Success
On April 15, 1955, two brothers, Richard and Maurice McDonald opened their first McDonald’s restaurant in San Bernardino, California. At the time, McDonald’s sold only burgers, fries, and drinks. Today, McDonald’s has over 145 menu items and a revenue of $24.6 billion in 2016. The business became such a success, that a new McDonald’s restaurant opens every 14 hours. Likewise, Burger King opened in 1953, just a few years before McDonald’s. Since then, the company has seen tremendous growth with $1.15 billion in revenue in 2016. McDonald’s and Burger King have had great success due to their catchy advertising, their appeal to families, the fast pace of everyday life, and a diverse menu at a reasonable
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Have you ever noticed how McDonald’s burgers look especially delicious and juicy on television? That is because McDonald’s stages the preparation of their hamburgers to make them look tasty. McDonald’s also created advertising to highlight their “dollar menu and more.” Who can resist the appeal of low prices? Burger King, on the other hand, recently created a commercial that interacted with Google Home. The commercial starred a Burger King employee leaning into the camera saying, “ok Google, what is the Whopper burger?” Google Home would then read off the Wikipedia definition of the Whopper burger. This was a very creative and, some would say, sneaky method of getting a viewers’ attention through the use of Google …show more content…
McDonald’s created the “Happy Meal” which comes with a burger or chicken nuggets, fries, a drink, and a toy in a colorful box that appeals to children. The toy is typically a character or prop from a successful movie franchise, such as the Lion King or Inspector Gadget, which children love to collect. The McDonald’s playlands also attract children and adults. The playland allows kids to run around and burn off energy while their parents relax. Burger King has a similar strategy to target children. Burger King gives out free paper crowns to anyone who buys their food. The crown is fun for kids and makes them feel like a “king.” Burger King also has special promotions with featured movies such as a Star Wars crown and a Cheetos crown that comes with eye glasses to make you feel like the Cheetos Cheetah, a recognizable

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