Why is burger king better than mcdonalds

The company looked at campaigns it had already prepared and turned them toward an entirely new message, one that actually suited the new moment. Most importantly, however, was immediately giving customers messages that were relevant to their feelings.

Which meant some of the traditional marketing principles were tossed away. Explained Machado:. For us, we've stopped being so strict about whether or not something makes sense for our brand positioning.

We did what we thought would be helpful to people. To many a brand marketer, this would be sacrilege. Yet when you're faced with an unprecedented situation, why stick to rules from a normal time? Yes, the company is now marketing its drive-thru and delivery services. That's all it has in the U. McDonald's is, in many ways, a very strong company.

It is, however, a strong, large brand leader that's recently -- and unexpectedly -- changed CEOs. And, as I look at how the company has communicated, it appears unsure as to what it should be doing. I just went to its Twitter account and the brand posted nothing between March 11 and April McDonald's CEO Steve Easterbrook gave a presentation to shareholders in the second quarter of to address concerns over performance.

His turnaround strategy included an intentional examination of Burger King's recent success. But it is telling that Easterbrook identified re-franchising company-owned restaurants as a way to drive up margins.

After a tumultuous and disappointing start to the 21st century, Burger King's shareholders saw The Wendy's Company, Subway, and Starbucks take turns passing them as McDonald's' chief competitor, at least in terms of sales revenue. It ignited a recovery effort that has turned out to be quite successful. A report by Citi Research concluded that 3G Capital made two significant strategic adjustments: trimming business fat and simplifying its public image.

The primary revenue stream for Burger King Worldwide BKW comes from franchises, including royalties and fees; royalties come from a percentage of revenue from each unit.

As of , At a time when the McDonald's menu is as complicated as ever, creating record drive-thru wait times, according to Citi Research, Burger King is repackaging or rebranding old items to help consumers out. One part of the revival strategy is directly challenging to McDonald's products. In November , Burger King introduced the Big King sandwich, with two patties, a three-layer bun, and a special sauce, as a not-so-subtle competitor to the successful Big Mac from McDonald's.

Next came a new fleet of coffee products from Burger King to challenge the McCafe menu. McDonald's made waves years ago by partnering with Starbucks to create a recyclable-compostable coffee cup. There is no confusion about Burger King's value proposition. It is just as good as McDonald's with the same products, just slightly more upscale and, sometimes, lower prices. Meaningfully investing in Burger King and McDonald's usually means buying and operating a new franchise unit. Since each company operates on an international level and no two markets are identical, the easiest way to compare franchising options is to look at Franchise Disclosure Documents FDDs.

Burger King's franchises require similar investments. Burger King. Accessed October 1, Accessed Oct. Securities and Exchange Commission. PR Newswire. Restaurant Brands International. For the Quarterly Period Ended September 30, But we will have to go with the larger poll of consumers. But the thing is after they cool down which is almost immediately , they lose the perfect taste.

They are softer on the inside, which again is a matter of preference. They are not bad, per se, just not as good as the ones they are fighting with. They are slimmer, crispier and perfectly salted, and greasy. Both brands have also ventured into the dark waters of the coffee business.

It is also bitter and dark. It leaves a bitter aftertaste and leaves the mouth dry. They are also offer bacon, sausages and egg sandwiches. This is a good breakfast menu. But Burger King offers all this and more.

McDonald's is the Big M, the chain that puts the "global" in "global corporation. In the last few years, the smaller chain has ramped up its taunts at its bigger rival, releasing a "Big Mac-ish" menu Europe, releasing "Real Meals" to counter Happy Meals, and offering customers a one-cent Whopper if they went within feet of a McDonald's location and instead ate at Burger King.

But you know what they say about barking dogs. Does the snarkier burger chain have the bite to back up its beef? For you. World globe An icon of the world globe, indicating different international options. Get the Insider App. Click here to learn more. A leading-edge research firm focused on digital transformation. Good Subscriber Account active since Shortcuts. Account icon An icon in the shape of a person's head and shoulders. It often indicates a user profile. Log out. US Markets Loading H M S In the news.

Irene Jiang. Inside was a cozy, modern space with large windows and red vinyl seating.