In a call for global peace, or perhaps a major marketing stunt, Burger King has extended the olive branch to their fiercest global rival and made McDonald’s an offer for a one-day, two-burger moment of harmony and fraternity.
The US fast-food giant has taken out full-page ads in today’s New York Times and Chicago Tribune – McDonald’s hometown paper - to suggest they come together for a duet of their signature burgers, to create the “McWhopper”, and “end the beef with beef” as part of the United Nations’ Peace Day.
“We come in peace,” begins the open letter, before suggesting the two brands “call a ceasefire of these so-called ‘burger wars’?”
The idea is to use ingredients from both the Big Mac and The Whopper to create a new burger that will be sold for one day in one pop-up store in one city, with proceeds going to the anti-conflict non-profit group Peace One Day. The group’s slogan is “Who will you make peace with?” – which Burger King say is their inspiration for today’s plan.
Customers would get the flame grilled burgers and the BigMac secret sauce, and a dose of good karma. They’ve also put together a website with a potential recipe for the new burger.
Peace Day, September 21st, is a United Nations declared day of non-violence, and Burger King want to use this as the day of the McWhopper, with a theme of peace and conflict resolution at the heart of everything from staff uniforms to hashtags.
Burger King has proposed Atlanta, Georgia, as the venue – selected as a spot between the two companies’ headquarters in Chicago and Miami.
McDonald’s have responded on Facebook, with a message that doesn't come off as too excited, but leaves a window open to collaboration. The message, from CEO Steve Easterbrook, lets their rivals know they’re likely interested in some form of temporary partnership, but upping the ante by suggesting the two “could do something bigger to make a difference” and asking Burger King if they will “join us in a meaningful global effort.”
Dampening the language of conflict in Burger King's proposal (and maybe missing the overall tongue-in-cheek nature of the whole thing a bit), the McDonald's CEO then asks that the two companies acknowledge: "that between us there is simply a friendly business competition and certainly not the unequaled circumstances of the real pain and suffering of war."
Easterbrook then signs off with: "We'll be in touch. P.S. A simple phone call will do next time."
