Burger King marketing
Tom Dougherty, CEO – Stealing Share
5 December 2018
Burger King marketing butt of its own joke
Burger King marketing has really gone off the rails. It’s giving away Whoppers for a penny if you order them within 600 feet of a McDonald’s, using Burger King’s app. What the hell has fast food marketing become?
First off, who sells a burger without cheese? Burgers are supposed to come with cheese. I know lactose intolerant people are going to complain. But you should have to ask for burgers not to have cheese on them. There I said it.
But seriously, what kind of marketing ploy is this? I’ve read some stories on Burger King marketing and nearly all of them say that Burger King is “trolling’” McDonalds. If that is the case, this idea should be ironically hilarious right? Only if you find the total and complete lack of purpose in Burger King marketing ironically hilarious.
Who the hell has time to go to a McDonald’s, order a Whopper (without cheese) from their app, then drive to a Burger King? And really. What’s the joke? Feels more like Burger King’s the joke for selling its burger for a penny. Or it is making a joke out of its customers for falling for something so stupid.
“Burger King marketing has always been a confused mess. It switches campaigns so often you know its marketers don’t know what they’re doing. Instead, the fast food chain often falls back on changing menu items or coming up with weird social media tactics like this.”
Burger King marketing fails to create preference
Building awareness can be one purpose of marketing. But Burger King’s problem is not awareness. It’s a lack of preference.
Burger King is offering a gimmicky penny burger if you jump through hoops. Driving across town feels more like a way to piss me off than building preference.
Burger King marketing has always been a confused mess. It switches campaigns so often you know its marketers don’t know what they’re doing. Instead, the fast food chain often falls back on changing menu items or coming up with weird social media tactics like this.
I guess this is just another sad example of clever being the go-to marketing tactic rather than being smart. Treat your brand as a joke and it will be viewed that way. Burger King is the butt of its own joke.
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