Post by account_disabled on Feb 27, 2024 22:43:12 GMT -6
A few days ago was the case of Burger King which, in view of the International Day of Peace, which will be celebrated on September 21st, launched an open letter in the NY Times to its main competitor as well as the largest and most widespread market leader in the food sector. fast food, Mc Donald's . The letter , with a serious but not serious tone, contained a proposal for a union between the two brands, which for one day only would produce a sandwich combining the best ingredients of their flagship sandwiches, the Big Mac for Mc Donald's and the Whopper for Burger King. The Mc Whopper , as the hypothetical sandwich created by Burger King was called, would have been a symbolic product of Peace and would have established, at least for one day, the friendship between the two brands that have been competing in a sometimes ruthless manner for years. Burger King took care of the entire " Mc Whopper proposal " operation down to the smallest detail: from the packaging to the logo up to the structure of the hypothetical store , created for the occasion in the city of Atlanta, in which the sandwich and the the proceeds of which would go entirely to a charity.
Mcwhopper_proposalIn short, not just an open letter, but an entire project studied Paraguay Phone Number down to the smallest detail, complete with a website to show the interested party and the whole world what type of operation was conceived by Burger King. Mc Donald's apparently had no choice but to provide feedback. Feedback that arrived directly from Steve Easterbrook , CEO of Mc Donald's, who wrote on Facebook: mcwhopper_post_mcdTranslation: Dear Burger King, this inspiration of yours for a good cause... is a great idea. We really like your intentions but we believe our two brands can do more to make a real impact. We are busy every day all over the world raising awareness among our customers, maybe you want to join us and do something significant and global? And then, every day, we acknowledge the fact that there is only simple, friendly commercial competition between us: certainly not anything that can be compared to the pain and suffering of war. We will talk. Steve, CEO of McDonald's P.S. Next time a phone call is fine. The reactions Mc Donald's response sparked a flood of negative comments on all social media and the case generated controversy over the brand's attitude even outside of the case in question, triggering fierce criticism.
What was McDonald's mistake? Formality It was a brand and not a specific person who launched the proposal, while Mc Donald's response came from its CEO, the "guardian of the company's values", which made everything more formal and sultry by placing the brand under the killjoy light. Furthermore, the general attitude that was perceived from the response was the cause of the biggest mistake that could have been made: it dampened the enthusiasm of the fans. Tone of voice Although Burger King launched a serious proposal, the enthusiastic tone with which it colored it lightened the situation. Shutting yourself down and putting up a wall against others is not the best way to communicate. If you are a brand with a following of almost 59 million fans on your Facebook page alone, a poorly managed situation like this on social media can cost you dearly, not to mention that it can be a missed opportunity for you . Avoiding going into the merits of the right/wrong question, rejecting a proposal is legitimate. But the response must be courteous, calm and above all in tone. Mc Donald's changed the general tone of the conversation for the worse by demonstrating little openness, little desire to get involved and little irony.
Mcwhopper_proposalIn short, not just an open letter, but an entire project studied Paraguay Phone Number down to the smallest detail, complete with a website to show the interested party and the whole world what type of operation was conceived by Burger King. Mc Donald's apparently had no choice but to provide feedback. Feedback that arrived directly from Steve Easterbrook , CEO of Mc Donald's, who wrote on Facebook: mcwhopper_post_mcdTranslation: Dear Burger King, this inspiration of yours for a good cause... is a great idea. We really like your intentions but we believe our two brands can do more to make a real impact. We are busy every day all over the world raising awareness among our customers, maybe you want to join us and do something significant and global? And then, every day, we acknowledge the fact that there is only simple, friendly commercial competition between us: certainly not anything that can be compared to the pain and suffering of war. We will talk. Steve, CEO of McDonald's P.S. Next time a phone call is fine. The reactions Mc Donald's response sparked a flood of negative comments on all social media and the case generated controversy over the brand's attitude even outside of the case in question, triggering fierce criticism.
What was McDonald's mistake? Formality It was a brand and not a specific person who launched the proposal, while Mc Donald's response came from its CEO, the "guardian of the company's values", which made everything more formal and sultry by placing the brand under the killjoy light. Furthermore, the general attitude that was perceived from the response was the cause of the biggest mistake that could have been made: it dampened the enthusiasm of the fans. Tone of voice Although Burger King launched a serious proposal, the enthusiastic tone with which it colored it lightened the situation. Shutting yourself down and putting up a wall against others is not the best way to communicate. If you are a brand with a following of almost 59 million fans on your Facebook page alone, a poorly managed situation like this on social media can cost you dearly, not to mention that it can be a missed opportunity for you . Avoiding going into the merits of the right/wrong question, rejecting a proposal is legitimate. But the response must be courteous, calm and above all in tone. Mc Donald's changed the general tone of the conversation for the worse by demonstrating little openness, little desire to get involved and little irony.