McDonald’s Burger King



4000310515center3/12/201633000950003/12/2016420003263900880008851265Sopho KharaziJohn Cabot University450000Sopho KharaziJohn Cabot University420003263900175001760220McDonald’sVs.Burger King00McDonald’sVs.Burger KingContents TOC \o "1-3" \h \z \u History of McDonald’s PAGEREF _Toc467876525 \h 1History of Burger King PAGEREF _Toc467876526 \h 1McDonald’s Advertising PAGEREF _Toc467876527 \h 1Burger King’s Advertising PAGEREF _Toc467876528 \h 1Social Media PAGEREF _Toc467876529 \h 1A Nutritiona Analysis (External Link)History of McDonald’sThirty-seven-year-old Maurice and 31-year-old Richard opened a tiny drive-in restaurant in San Bernardino, California, on May 15, 1940 at the corner of 14th and E Streets, just a few blocks from historic Route 66. The future fast-food giant started out by serving up barbecue slow-cooked for hours in a pit stocked with hickory chips imported from Arkansas. As the brothers’ business caught on, sales topped $200,000 a year, and as many as 125 cars filled its parking lot on weekend.After World War II, drive-in competition in San Bernardino grew, and the McDonalds discovered that 80 percent of their sales came from hamburgers. The brothers closed their doors for three months and overhauled their business as a self-service restaurant where customers placed their orders at the windows. They fired their 20 carhops and ditched their silverware and plates for paper wrappings and cups so that they no longer needed a dishwasher. According to Love, they simplified their menu to just nine items—hamburgers, cheeseburgers, three soft drink flavors in one 12-ounce size, milk, coffee, potato chips and pie. Once McDonald’s replaced potato chips with French fries and introduced triple-thick milkshakes, the business began to take off with families and businessmen drawn by the cheap, 15-cent hamburgers and low-cost menu.-5886453383280Back to Top00Back to TopWith labor costs slashed and revenue growing to $350,000 a year by the early 1950s, the McDonald brothers saw their profits double. They had already established a handful of franchises in California and Arizona by the time a milkshake mixer salesman named Ray Kroc visited San Bernardino in 1954. Seeing the potential in the business, the salesman quickly became the buyer. Kroc bought the rights to franchise the brothers’ restaurants across the country, and in 1955 he opened his first McDonald’s in Des Plaines, Illinois. In 1961, Kroc purchased the company from the McDonald brothers for $2.7 million. While the name of the chain may have been McDonald’s, the face of the restaurants quickly became Kroc’s. The brothers who lent their name to the business and pioneered the fast-food concept faded to the background.4572002660015Back to Top00Back to Top3429008220075Back to Top00Back to TopHistory of Burger KingKeith Kramer and his wife's uncle Matthew Burns lived in Jacksonville, Florida in 1953, and were looking for a restaurant idea. The built a stove that they called the Insta-Broiler, and they called their stores "Insta-Burger King." The idea was picked up by a pair of Cornell University classmates, James McLamore and David Edgerton. McLamore had visited the hamburger stand that was operated by the McDonald brothers that launched the McDonald's empire, and he and Edgerton bought an Insta-Burger King franchise in Miami in 1954. McLamore and Edgerton came up with a gas grill that they called a "flame broiler," and it eliminated the problems of the Insta-broiler. 170307015367000By 1961, the rechristened Burger King and its signature burger the Whopper had begun to spread across the United States. In 1967, the Pillsbury Company bought Burger King Corporation for $18 million, and with the baking company's capital behind it, by the late 1970s, Burger King was able to grow to become America's second-largest burger chain, behind McDonald's. In 1978, Burger King poached executive Donald N. Smith from McDonald's. He restructured the company's franchise agreements so that owners could not own franchises in other chains, thus encouraging loyalty; and so that they could not operate stores more than an hour's drive from their homes, thus cutting down on absentee ownership.Many unprofitable franchise owners dropped out, trimming the company's fat. It was at this time that Burger King began to reach out to children, by countering McDonald's commercials featuring live-action versions of its characters Ronald McDonald and his friends with similarly-themed characters: A Burger King who was also a magician, the Wizard of Fries and Sir Shake-a-Lot. Smith took on not only his former employer and Long John Silver's by introducing Burger King's first fish sandwiches, but also Kentucky Fried Chicken and Wendy's by introducing their first chicken sandwiches. Company sales were up 15 percent by 1980, at which point Smith was poached once again, this time by PepsiCo. After he left, sales began to decline. Norman Brinker, who had been brought into Pillsbury when they bought his chain Steak and Ale, was charged with turning the company around. He started what became known as the Burger Wars, running commercials that said Burger King's burgers were bigger and better than McDonald's; these may be the first political-style "attack ads" in the food industry.-5810256211570Back to Top00Back to TopMcDonald’s Advertising28746456921500McDonald's maintains extensive advertising campaign. In addition to the usual media including television, radio, and newspaper ads, the company makes significant use of billboards and signage, sponsors sporting events ranging from Little League to the FIFA World Cup and Olympic Games, and makes coolers of orange drink with their logo available for local events of all kind. However, television ads remain the primary form of advertisement. McDonald's has used 23 different slogans to advertise in the United States, as well as a few other slogans for select countries and regions. The company is one of the most prevalent fast food advertisers, especially in the United States, where it spends the most advertising money of any fast-food restaurant and the fourth-most of any advertiser in the country. McDonald's Canada's corporate website states that the commercial campaigns have always focused on the "overall McDonald's experience", rather than just product. The purpose of the image has always been "portraying warmth and a real slice of everyday life." Its TV ads, showing various people engaging in popular activities, usually reflect the season and time period. Finally, rarely in their advertising history have they used negative or comparison ads pertaining to any of their competitors; the ads have always focused on McDonald's alone, one exception being a 2009 billboard advertising the new McCafe espresso. The billboard read "four bucks is dumb", a shot at competitor Starbucks.In 1996, the British adult comic magazine Viz accused McDonald's of plagiarizing the name and format of its longstanding Top Tips feature, in which readers offer sarcastic tips. McDonald's had created an advertising campaign of the same name, which suggested the Top Tips (and then the alternative—save money by going to McDonald's). Some of the similarities were almost word-for-word:Save a fortune on laundry bills. Give your dirty shirts to Oxfam. They will wash and iron them, and then you can buy them back for 50p.—Viz Top Tip, published May 1989.Save a fortune on laundry bills. Give your dirty shirts to a second-hand shop. They will wash and iron them, and then you can buy them back for 50p.—McDonald's advert, 1996.The case was settled out of court for an undisclosed sum, which was donated to the charity Comic Relief. However, many Viz readers believed that the comic had given permission for their use, leading to Top Tips submissions such as: "Geordie magazine editors. Continue paying your mortgage and buying expensive train sets ... by simply licensing the Top Tips concept to a multinational burger corporation."-6464303406140Back to Top00Back to Top37414205715000i'm lovin' it is a branding campaign by McDonald's Corporation and was the company's first global advertising campaign launched in Munich, Germany on September 2, 2003, under the German title ich liebe es. This is only used in Germany; in Austria, Switzerland, and Liechtenstein, the English slogan is used. The English part of the campaign was launched in Australia on September 21, 2003, the UK on September 17, 2003, and in the USA on September 29, 2003. Also, by September 3, 2003, McDonald's selected more than 30 people to appear in new packaging for McDonald's products, starting with a photoshoot taking place from September 3, 2003 until November 2003. They unveiled new "i'm lovin' it"–themed packaging on December 8, 2003 and rolled it out worldwide throughout 2004 with the final delivery date being November 20, 2004. In January 2007, after a public casting call which received 15,000 submissions, McDonald's selected 24 people to appear as part of the campaign. Images of those chosen, taken from September to December 2006, who had submitted a story and digital photograph which "captured ... themes of inspiration, passion and fun," appeared on McDonald's paper bags and cups worldwide. 31369001905000In early 2008, McDonald's underwent the first phase of their new image and slogan: 'What we're made of.' This was to promote how McDonald's products are made. Packaging was tweaked a little to feature this new slogan. In November 2008, McDonald's introduced new packaging, eliminating the previous design stated above (except for the Philippines and a few countries, where the previous design is used in tandem with newer packaging and in Fiji, where the previous design is still current) with new, inspirational messages, the "i'm lovin it" slogan (appearing only once on most packages). McDonald's also updated their menu boards with darker, yet warmer colors, more realistic photos of the products featured on plates and the drinks in glasses. From 2009 to 2010, McDonald's introduced new packaging worldwide.View some Ads….-5715005035550Back to Top00Back to TopBurger King’s AdvertisingThe Burger King is a character created as the advertising mascot for the company that has been used in numerous television commercials and advertising programs. The first iteration of the King was part of a Burger King sign at the first store in Miami, Florida in 1955. Later signs had the King shown sitting on a "burger throne" as well as atop the BK sign while holding a beverage. In the early 1970s Burger King started using a small, animated version of the King called Kurger Bing in its children's advertising where the animated Burger King was voiced by Allen Swift.By the late 70s, the original animated King was replaced by the "Marvelous Magical Burger King", a red-bearded, Tudor-era king who ruled the Burger King Kingdom and performed magic tricks that were mostly sleight-of-hand, but sometimes relied on camera tricks or involved his "Magic Ring" which could summon copious amounts of food. 3595370109982000Burger King's first major tie-in, and one of the first for the QSR industry, was the 1977 film Star Wars in which BK sold a set of glasses featuring the main characters from the film. In 1994 Burger King signed a ten-film contract with Disney, a venture that was very successful. Burger King promoted films such as Beauty and the Beast (1991), Aladdin (1992), The Lion King (1994), Pocahontas (1995), Toy Story (1995) and The Hunchback of Notre Dame (1996). Burger King continued it partnership with Lucasfilm for the two subsequent films, The Empire Strikes Back (1980) and Return of the Jedi (1984). It also promoted the last film of the second trilogy, Revenge of the Sith (2005). Burger King lost the first run tie-in rights to The Phantom Menace (1999) and Attack of the Clones (2002), to Tricon Global (KFC, Taco Bell, and Pizza Hut) but had an extensive tie-in with the DVD release of the two trilogies in 2006. In 2008, Burger King again partnered with Lucasfilm and Amblin Entertainment for the release of the film, Indiana Jones and the Kingdom of the Crystal Skull. Another long running Burger King tie-in partnership has been with 20th Century Fox's property The Simpsons. 346075278130Back to Top00Back to TopView some Ads…Social MediaMcDonald’sBurger King“At McDonald’s, we’re making changes based on what we’re hearing from all of you. That’s why we work hard to make tasty food with a “less is more” philosophy. But what does that mean for our ingredients? It means we use 100% real beef patties seasoned with just a pinch of salt and pepper. It means our Egg McMuffin? is made with a freshly-cracked egg. And, in the US, our fish filets are made from sustainably-sourced Alaskan Pollock. It means we use real buttermilk in our Buttermilk Crispy Chicken and our Chicken McNuggets? are made with white meat chicken. To put it frankly, it means –The Simpler The Better.”The McDonald’s brand is passionately discussed in many forums, including online in social media engagements. McDonald’s supports free speech and encourages our People to embrace social media. We recognize the need to have a policy which ensures that employees who use social media either for work purposes, or in a personal capacity, have guidelines as to the company’s expectations. McDonald’s adheres to our Values when participating in the online social media community, and we expect the same commitment from anyone who represents the McDonald’s brand–including our employees, owner/operators, and suppliers. In order to protect the McDonald’s brand, we do not use social media to undermine the goodwill, reputation, development and/or operation of McDonalds, our products, our services and our people. Any deviation from these commitments may be subject to disciplinary or other appropriate action, up to and including termination of employment. This policy extends to use of social media while you are not at work. “BURGER KING? USA official Facebook Page. We’re keeping you updated on new menu items, delicious deals, and reminding you that TASTE IS KING?”. Today, BK Facebook has 5 956 061 people that like it, has 51 902 people who talk about it and 7 614 people has been in their page. This means two categories of people, those who are just fans of the brand, and those who actively like it, share about it, and are proud and able to report when they were in.From the statistic pages we could find that:– The 4th week in January 2012 was the most popular week for BK Facebook page. During this week the company interacted a lot with their fans.-The age group that mostly comments on this page is from 18 till 24 years. Almost all of them are young people. This is a good point as this target is the same as the target audience who go to Burger King. So they are reaching their goal what is to try that more people go to theirs restaurants.– Houston, Texas, USA is the most popular city who use Burger King Facebook. The page is very active, almost everyday something is posted and people interact with comments.On this page you can find photos, events and you can find an option where you can buy a gift card to your friends. Also you can find important dates about its history. You can find almost all the information you want about this company.It asks for opinions, focuses on one particular product, and generates interaction around those new products or promotion they launched. So it does indirect promotion, through advices and opinions asking. The feedback depends on the posts and generally, it has more likes in average than comments.Most of the post are pictures about new products or some promotions, Burger King ask to share it. So much people could have more interest to go to their restaurants. The comments are answers from the fans, they write if they like it or if they preferred others products. Burger King post the pictures for people comments that means they do not answer it or write comments about it. 3714758039100Back to Top00Back to Top ................
................

In order to avoid copyright disputes, this page is only a partial summary.

Google Online Preview   Download