While on the road today I noticed a peculiar sign in front of a Burger King. The sign was a direct attack at McDonald’s (which was only a block away). McDonald’s wouldn’t do anything like this. They don’t have any reason to. Burger King on the other hand, has nothing to lose. It’s always interesting to see how competing brands go after the category leader. You can get more creative when you’re number 2. That got me thinking about the strategy behind this act of war.

If Burger King knew that McDonald’s had recently mailed coupons out, they are essentially stealing business. They used basic out door media to go up against a competitors direct mail campaign. Burger King can realistically measure the conversion rate of McDonald’s customers who make the switch. Smart move, if they actually planned it this way. All is fair in burgers and war.

Filed under: Luis Carranza, Miscellaneous, Personal Opinions, Strategy, VCU Brandcenter