Burger wars : how Burger King sent customers to McDonald's to sell whoppers / Brandon Miller.

Format:

Book

Author/Creator:

Miller, Brandon, author.

Series:

SAGE business cases.

SAGE business cases

Language:

English

Subjects (All):

Competition--Case studies.

Competition.

Marketing--Management--Case studies.

Marketing.

Physical Description:

1 online resource.

Place of Publication:

London : SAGE Publications: SAGE Business Cases Originals, 2026.

Summary:

This case explores the strategies and benefits of applying Rivalry Theory to the ongoing battle between two of the world's top fast-food burger restaurants: McDonald's and Burger King. With McDonald's having significantly more restaurant locations and more revenue, Burger King has been forced to find creative, outside-the-box strategies to keep up with its rival. Rivalry Theory presents the idea that brands can use their history of competition with other brands as an opportunity to increase consumer engagement and sales. Applying this concept, Burger King introduced the Whopper Detour in 2018. During this campaign, they offered discounted burgers to customers who ordered through their proprietary mobile app while physically at a McDonald's before driving to the nearest Burger King to pick up their order. Through this case, students will be asked to examine the Whopper Detour campaign through the lens of Rivalry Theory and to consider the effects of the campaign on Burger King's brand image and reputation.

Notes:

Description based on XML content.

ISBN:

1-0719-2656-X

9781071926567

OCLC:

1569208488

Publisher Number:

T298257