As part of my assignment I will compare Mc Donalds and Burger king. These two restaurants offer similar products and services . I chose to compare the two businesses because of the fierce competition and promotional strategies that they use. Mc Donald and Burger King are in direct competition with each other and always compete to be ahead of each other and gain customer loyalty. The first Mc Donalds restaurant opened in the UK in the 1970s. Mc Donald’s states that customer’s convenience is the driving force behind new restaurant locations.
The company is committed to responsible growth, and works closely with local planning officers and community groups when developing a new restaurant. McDonald’s is the leading global food service retailer with more than 30,000 local restaurants in more than 100 countries. Approximately 70 percent of Mc Donald’s restaurants worldwide are owned and operated by independent, local businessmen and women through franchise arrangements There are currently more than 1,000 Mc Donalds restaurants throughout the UK, and the company continues to strive to offer greater convenience to customers while responding sympathetically to local circumstances.
Mc Donalds strives to ensure quality from crop up to the counter. This means that the restaurant requires the highest standards and specifications, not just for product ingredients but also every detail of production, transport, delivery, preparation and service is also monitored. Mc Donalds also recognises the importance of a balanced diet and life-style and continues to seek quality new products. The restaurant says that this dedication to quality earns the degree of trust customers place in the Mc Donalds Brand.
Burger king company information
What started with one restaurant in Miami in 1954 has grown to more than 11,220 restaurants in 61 countries worldwide. And, like a small child who eats his greens, Burger king is still growing and growing. Burger king outlets number 523 in Britain out of more than 10,000 globally. Burger King mission Statement At Burger King Corporation, diversity is part of their foundation. “We value, honour and respect differences in our employees, customers, franchisees and suppliers”. By sharing a common vision, they have created a premier company with a harmonious working environment that achieves its business and diversity objectives.
I couldn’t obtain Burger King Market share. Mc Donald menu includes; chicken sandwiches, double cheese & big Mac burgers this includes beef, fillet o fish sandwiches, fries, breakfast, happy meals and desserts. The restaurant also offers dairy products such as milkshakes, ice creams and yogurts. Burger King have similar menu, this includes whopper sandwiches, and flame grilled burgers, chicken, fish & veggie, fresh baked baguettes, breakfast, beverages, and kids menu with desserts.
It is quite clear that both restaurants offer practically the same products this has been the cause of fierce competition. Both restaurants compete on price as I previously mentioned and also the followings. Advertising Mc Donalds uses adverts to help boost sales and to aware their customers on new or existing products. The restaurant uses catch phrases such as “things that make you go mhhhhhhh”. This was a jingle used in February 2003; currently the company uses the phrase “I am loving it” This slogan was promoted by an R&B artist (Justin Timberlake).
I believe that this was a successful method of promotion because the sales increased and children all over the country were singing along. Other methods include using collectable toys, coupons, promotional schemes in schools and figures such as Ronald McDonald. Burger King also uses the same tactics they have collectable toys for the kids meals. The restaurant slogan is “Have it your way”. Burger King has used movies such as the Incredible Hulk to promote meals in 2004. This was a very successful action for the business it increased sales.