Burger King's open letter starts with the phrase "Order from McDonald's." Over the years, Burger King's marketing scheme has revolved around mocking or trolling its top competitor. Now, in light of the European lockdowns, Burger King is urging consumers to support restaurants during this difficult time, even its competitors.
The letter states "restaurants employing thousands of staff really need your support at the moment.
So, if you want to help, keep treating yourself to tasty meals through home delivery, takeaway or drive through. Getting a Whopper is always best, but ordering a Big Mac is also not such a bad thing." While still humorous, the open letter reminds the reader of the power consumers hold during these uncertain times.
Restaurant-Supporting Open Letters
Burger King's Open Letter Asks Consumers to Order McDonald's
Trend Themes
1. Restaurant Support - Disruptive innovation opportunity: Develop a platform that connects consumers with local restaurants for easy ordering and delivery.
2. Competitor Collaboration - Disruptive innovation opportunity: Create a partnership program among rival companies in the food industry to support each other during challenging times.
3. Consumer Empowerment - Disruptive innovation opportunity: Build a mobile app that educates and empowers consumers to make conscious choices about supporting local businesses.
Industry Implications
1. Food Delivery - Disruptive innovation opportunity: Implement an automated delivery system using drones or robots to enhance efficiency and minimize human contact.
2. Restaurant Marketing - Disruptive innovation opportunity: Develop a data-driven marketing platform that helps restaurants target and engage consumers in a personalized and cost-effective manner.
3. Online Ordering - Disruptive innovation opportunity: Create an AI-powered virtual assistant that streamlines the online ordering process, making it quick and convenient for consumers.