McDonalds has been at the forefront of industry trend setting for fast food franchises across the world. They practically invented the system. From the predictable menu combos that you can order from the employees that are trained with robot like accuracy, to the brightly colored, hard plastic chairs that are made so the customer spends an average of 20 minutes at the place. It is not very often that their competitors rise above them in a temporary takeover for their number one spot in consumer product sales. Sure, you might go to Wendy’s for a crispy chicken sandwich, but before you even sink your teeth into it, your subconscious may want to call the meal a McChicken.
Some franchises compete with the best when it comes to a replication of a menu item and that’s what Burger King sought to do when they released their Average Joe line of coffee circa 2005. If you don’t succeed, try, try again… Well maybe not, times are changing. Try to find a corporate partner with a brand image so strong it will flood the competition’s nostrils with the aromatic pungency of success.
Burger King is making a deal with Starbucks’ Seattle’s Best Coffee franchise to provide coffee distribution in locations across America. That’s Tuesday’s news from The Associated Press. Read the details of this story by visiting this link at USA TODAY.
Although these food and beverage service giants joining forces can be a sure shot for industry control aimed right at Ronald McDonald himself, the big man has proven he can stand the test of time.
We can think back to some of the public relations disasters in the past ten years that have rocked the grease clean from under the grill of the American Fast Food Industry.
A full length documentary about the dangers a diet consisting of only food from McDonalds did not knock Ronald off his pedestal. According to Box Office Mojo, the movie “Super Size Me” earned millions in profit from the film’s budget. Some viewers may have agreed with Morgan Spurlock that fast food is playing a role in the downward spiral of a healthy society, but the long-term effect on business many years later has not stopped consumers from “Bah da, Bah Bah Bah… lovin’ it”.
Thinking back to years ago, I can remember the corporate dissimilarity imprinted on my brain by the Burger King brand and the tasty memories of the flame broiled flavor. I don’t know if you can actually taste a memory, but I was also unsure if anyone could trust the King and his minions ever again after word leaked out that those ‘flame broiled’ grill marks were painted on with who knows what.
Both McDonalds and Burger King have had negative press, but both corporations have significantly recovered from their low points. Now with Starbucks teaming up with Burger King, peoples drink choices may pull in different target consumers. The question of what to drink with a fast food lunch may be more of a deciding factor of where to dine.