McDonald’s Big Mac V.S. Burger King Whopper

At lunch time, some people don’t want to line up waiting for 20 minutes. They decide to have fast food. Which fast food restaurant do you like. McDonald, Burger King or Wendy?

According to the research that 59% of people prefer going McDonald’s, 24% of people would like to dine in Burger King. I believe that each store has its unique selling point and style to attract different customers. The personalities that McDonald’s are young, classy and joy. McDonald’s make people feel energetic. They launch series of ads about Happy Meal for kids. They use toy cars and dolls to catch children’s attention. McDonald’s create an atmosphere that is filled with joy. People go to McDonald’s not only for food but also for the relaxing surrounding. Big Mac, the beef burger, is one of the most popular products in McDonald’s. What makes it so popular? First, it has a special sauce. For this secret recipe, lots of people found themselves hard to resist this magic burger. Second, some companies use the image of Big Mac to represent American capitalism. Big Mac is the mark for McDonald. The price of Big Mac meal is $7.85 including French fries, hash brown or salad, and drink. The unique selling point of McDonald is the quality guarantee. Their food philosophy is quality food. They promise that customers can enjoy the same quality of burgers no matter you are in NYC or Texas. They promote the idea that they’re providing healthy food instead of junk food. Whenever they release an ad, McDonald’s emphasize on how fresh the vegetable is, how crunchy the lettuce is, trying to get rid of the image of high calories or greasy food.

The brand personalities of Burger King are mature and thoughtful. They target adult’s market, using a discount to attract customer’s attention. For example, Burger King offers 2 for $10 meal deal. Customers get two Whooper sandwiches, French fries, and two drinks. Usually, the original price for one Whooper meal is $8.5. Second, Burger King is considering for customers. “Have it your way” is the slogan of Burger King. They let customers build their own hamburger. Some customers may want extra pickles, or don’t want a slice of onions. Burger King gives customers what they want on their meal. They believe customers know what they want, not insisting to put their preference upon customers. The unique selling point of Burger King is customization your product. I saw a report online that Japanese writer makes Burger King’s “have it your way” to a brand new level. The man order Whoopers with 100 slices of onions and the others Whooper with 1050 slices of bacon. I believe that with such a big amount of onions and bacon, Whopper doesn’t taste as great as original one. However, Burger King conveys to their belief “Have it your way”. Even the pictures of whoopers with slices of 100 onions and 1050 slice of bacon do not look tasty, it successfully gives customers a strong impression.

People can buy both of McDonald’s and Burger King products on Fast food restaurant chain. According to the research, there are 84 McDonald’s in Manhattan. The numbers of McDonald’s are way more than Burger King. That is to say, people can enjoy juicy Big Mac almost everywhere in NYC.

If there is a new category for both of the restaurant, I think McDonald’s should focus on providing experience for customers. For example, they can launch picnic package. It’s a great deal for a family because they don’t need to prepare for sandwiches or salad for children. Plus, children love it! Family makes orders online or by phone just a few seconds, and they can enjoy memorable picnic experience with lovely family. Because of the personality of Burger King, it should focus on catering. When people have meeting or party at office, they can order a variety of choices from Burger King, such as Whoopers, chicken sandwiches, onions rings, salad. It is also a great chance to advertise them.