As the UK prepares to face another four weeks of lockdown, Burger King has done something it thought it would never do.
The COVID-19 outbreak has resulted in 2020 becoming one of the most significant years in modern history. For a few months, pretty much the entire world was plunged into lockdown. People were advised to stay at home to prevent the spread of the virus and to only leave when absolutely necessary. Only to leave for work if in a key role, or to get food and supplies.
That meant the temporary closure of bars and restaurants in many parts of the world. Those who could continued to offer delivery services, including a number of fast-food chains in the UK. As the country stares down the barrel of a second lockdown, which will start later this week, Burger King has issued a statement that no one thought they would ever see.
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The title of the statement reads “order from McDonald’s”. That’s right, the established fast-food firm is actively encouraging customers to buy from its number one rival. And the rest of its rivals for that matter. Later on in the statement Burger King also mentioned Pizza Hut, Subway, Taco Bell, and a number of other rival eateries. It even tags a few less-famous UK burger chains in a follow-up tweet.
This isn’t Burger King’s social media manager getting fired and doing as much damage as they possibly can on their way out the door. It’s actually a very smart marketing move on BK’s part. The aim of the statement is not to drive its own customers away and into the theoretical arms of a rival restaurant. Its intent is to encourage the British public to continue using their services, as well as everybody else’s during the second lockdown.
“Getting a Whopper is always best, but ordering a Big Mac is also not such a bad thing,” the end of the statement reads. It’s probably fair to say that neither Burger King nor McDonald’s will suffer enough that they won’t make it out the other side of this. It is still a nice gesture on Burger King’s part, though. We wonder if McDonald’s will reply with a similar message.
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