This 7-page paper focuses on the similarities and differences in marketing between Burger King and McDonald's. Also included are brief SWOT analyses on both companies. Bibliography lists 6 sources.
Name of Research Paper File: D0_MTmcdoburg.rtf
Unformatted Sample Text from the Research Paper:
Whopper. So pervasive has McDonalds and Burger King become in our society, that the mere mention of "fast food" brings up the image of what McDonalds founder Ray Kroc called
the "all American meal" -- a burger, friends and shake. Though these two fast-food companies are typically linked together, theyre nothing alike.
Even their premise was different to start with. McDonalds sold itself on being fast (with "Sir Speedy" as its early logo). Burger King added another kink to the market when,
in direct contrast from McDonalds, pointed out that its whoppers were flame-broiled, not fried. The battle even comes to gift cards. A year ago, when both companies introduced gift cards,
Burger King relied on television to announce the card, while McDonalds attempted to create a "street buzz" by going to the market, and giving away its reloadable "Arch" cards to
Southwest Airlines customers, American Express users and even McDonalds patrons (Incentive, 2006). There is little doubt that, for two companies that sell
pretty much the same thing -- i.e., fast-food burgers, fries and healthy stuff for those who dont want all the grease -- the marketing strategies used by both companies has
been quite varied. In this paper, well examine some of the differences. Once major difference between the two chains is that McDonalds
bills itself more as a "restaurant experience" than simply a place that sells quick meals (MacArthur, 2004). When it comes to
advertising, the two companies differ enormously. Burger King has never shied away from tie-ins, for example, featuring its Western Angus burger on an episode of "The Apprentice." (Hein, 2005). The