Now what is Burger King up to?
In a full-page ad in major newspapers Wednesday, Burger King issued an open letter to McDonald’s, which of course is its Golden Arch enemy, proposing a truce. Or at least a one day ceasefire.
“Good morning McDonald’s,” the letter began, omitting a needed comma after the word morning. “We come in peace. In fact, we come in honor of peace.”
The ad explained that BK has been inspired by the designation of September 21 as Peace Day by an organization called Peace One Day. The nonprofit’s tagline for the event is “Who will you make peace with?”
So Burger King proposes in the letter that the two burger companies come together to form, for one day only, a pop-up restaurant that would serve a single item: the McWhopper, a mashup of all the mashed up ingredients that make up the fast food ginants’ signature items, the Big Mac and the Whopper.
The restaurant would be in an Atlanta parking lot that lies between a McDonald’s and a Burger King. (Atlanta lies midway between the brands’ headquarters, Chicago for McD’s and Miami for BK.
So is it real? Burger King insists that it is, and has even created a website, mcwhopper.com, with details (including a glimpse of the proposed uniforms the workers would wear that day).
But Burger King has been known to do some outrageous marketing stunts in the past. Who can forget the meat-scented cologne from a couple of years ago?
What Burger King has definitely done is put McDonald’s in a difficult situation. It can turn down the offer and look Putin-esque, or it can accept the offer and sheepishly follow in the marketing ploy of its business enemy.
Either way, it’s a lose-lose proposition for the clown. And I don’t see the dining public coming out a winner, either.