Say this much for Burger King - very few companies would make a commercial in which they come right out and say, "We're ripping off the product of our closest competitor."
Of course, you also have to consider that Burger King is apparently so stupid that they can't figure out how to make a Sausage McMuffin with Egg without stealing "blueprints" for it, even though all the ingredients are in the name.
I'll give the ad this: it gets the point across. "Hey, you like the McDonald's breakfast? We've got the exact same thing - seriously, it's pretty much identical - but we'll sell it to you for a dollar." McDonald's typically sells the same item for $2.49, a fairly significant difference.
Still, it strikes me as odd. Doesn't this pitch sort of smack of giving up? BK will always be the little brother to McDonald's, but this really just feels like "I'll show you! I'll start my own lemonade stand and I'll only charge ten cents a glass!" Has Burger King just decided they can't win on the merits of their food and is resorting to "we'll sell you McDonald's food for less than McDonald's will"? What's next, standing outside McDonald's restaurants with free sample trays?
2 comments:
I also appreciate the boldness here. But, yeah, BK should just forget about McDonald's -- they're not even competing with them. McDonald's has about 14,000 stores in the US, BK has half as many. People are not going to give up McD for BK. It hasn't happened since Crispin Porter took over the advertising, and it won't happen in the future.
The Sausage McMuffin is already a buck so The King is WAY behind. If BK wants to compete, they can avoid becoming the Second Black Church and NOT urbanize their products like "McGhetto" has.
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