Surely, National Burger Day should be a happy day.
A day of lunch with friends, a day of being creative with your sandwiches, a day of general meat and cheese.
But it seems that even the rulers of the burger industry can reach their limits, as McDonald’s showed yesterday when it snubbed Burger King’s offer to collaborate on a special edition burger to promote world peace – on Facebook.
“Good morning, McDonald’s
“We come in peace. In fact, we come in honour of peace. We know we’ve had our petty differences, but how about we call a ceasefire on these so-called ‘burger wars’?
“Here’s what we’re thinking. Peace One Day is a non-profit organisation campaigning to make Peace Day, September 21, an annual day of global unity. They have a powerful rallying call – ‘Who will you make peace with?’ – which has inspired us to lead by example and
extend an olive branch of our own.
“We’d like to propose a one-off collaboration between Burger King and McDonald’s to create
something special – something that gets the world talking about Peace Day.”
As well as the published letter, BK have even launched a web page requesting McDonald’s to send over a few crew members to help with the job, and are adding fuel to the campaign with a #SettleTheBeef hashtag. Oh, and they also use a picture of a McWhopper box as their Facebook cover photo.
A bit much, perhaps?
“Dear Burger King,
“Inspiration for a good cause… great idea.
“We love the intention but think our two brands could do something bigger to make a difference. We commit to raise awareness worldwide, perhaps you’ll join us in a meaningful global effort?
“And every day, let’s 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.
“We’ll be in touch.
-Steve, McDonald’s CEO
“P.S. A simple phone call will do next time.”
That’s right, the fast food giant took issue with pretty much everything about BK’s proposal: the idea for the campaign, the suggestion that their business rivalry was comparable to war, and the plain fact that the campaign was launched as publicly as possible – apparently, as Easterbook’s message suggests, without any sort of consultation first.
Bit awkward, Burger King.
That said, the light-hearted and community-feel tone of BK’s proposal seems to have won the hearts and minds of the public, as the majority of the more-than-4,000 comments on McD’s response have condemned the company for, well, being mean.
Recurring sentiments include that McDonald’s don’t “understand” the meaning of the proposal, and there are a lot of the traditional “shame on you”s as well. Some have even suggested that McD’s ought to go out of business… but let’s not be too hasty.