Burger King asked its main rival to bury the hatchet in order to celebrate the International Day of Peace that was founded in 1999 by filmmaker and actor Jeremy Gilley, who established the non-profit organization Peace One Day.
The company asked McDonald’s to join Burger King in a one-day truce to show support for world peace on September 21. They posted this proposal in The New York Times, on a full page ad and even made a video that includes an interview with Jeremy Gilley.
The proposal aimed to have both companies create a special burger on this occasion – the McWhopper. This would contain the best ingredients and features of products provided by both companies.
“All the tastiest bits of your Big Mac and our Whopper, united in one delicious, peace-loving burger. Developed together, cooked together, and available in one location for one day only–Peace Day 2015, with all proceeds benefiting Peace One Day,” said Burger King’s ad.
Surprisingly or not, McDonald’s was not so delighted with the new proposal and was reluctant to give it the green light. Even if they did not openly dismiss it, their refusal was a more subtle one: “We love the intention but think our two brands could do something bigger to make a difference,“ said executive Steve Easterbrook in a Facebook post dedicated to Burger King.
He also pointed out that the rivalry between the two companies is merely a friendly business rivalry and has nothing to do with the “unequalled circumstances of the real pain and suffering of war.”
The idea of posting an open letter in The New York Times was not appreciated either, because McDonald’s CEO finally implied that it would have been a better idea to simply make a phone call in order to ask for their opinion, instead of going public in a major newspaper.
As a consequence, most people reacted against McDonald’s decision, saying that it was a huge mistake they shut down an amazing opportunity. Others, on the other hand, consider Burger King’s attempt a cynical move that aims to prove that their number one rival is a cold multinational corporation that will never show interest in world peace and coexistence. It yet remains to be seen what impact this decision will have on both companies’ sales in the future.
Image Source: today