Mcdonald’s vs. Burger King

Both multinational companies have in common that they are Americans and have 50 years of experience in the fast food sector. Moreover, the vast majority of known planetary burgers that have made them famous: Whopper and Big Mac In this comparison you will discover the characteristics of each and the reasons for placing them in the two major fast food restaurants on the planet.

The fast food chain Burger King has currently distributed to 11,220 restaurants in 61 countries worldwide, while the signature McDonald’s does more than double, with 29,000 establishments in a total of 119 countries the world.

Both places offer a worldwide experience of 50 years in the fast food industry and have over 40 years of franchise management.Still, Burger King is the first fast food chain that began operating in Spain for nearly 30 years.

Globally, 92% of restaurants with chain featuring Burger King are franchisees. It promotes the growth of all its franchisees, so that each has an average of 5 restaurants. With a slightly lower, the 80% of the 29,000 local McDonald’s (though much larger in proportion to its counterpart) are owned by independent franchisees, which has become the franchise’s first signature world. According to Patricia Abril, General Manager of this company in Spain, “we want to maintain this percentage in 90 starts that we have planned.”

Perhaps the aspect that most distinguishes them both in the comparison is the total investment required for opening a facility with approximately 200 m2 that McDonald’s gives you, whereas in the case of Burger King franchisee is required to one of 225 m2 (6m front, 3m in height and vent). As for the firm whose “star” product is the Whopper, the investment required is negotiated from EUR 51,000, whereas in the case of signing the Big Mac is 540,000 euros in tone, with an entry fee $60,000 (50,300 euros). However, the company has a plan to open in smaller cities with a franchise system also smaller, reducing the volume of investment required.

“I’m loving it” Vs “How You Want”

Both marketing campaigns for some time appeared in the countries with a desire to catch, still further, the potential client. This is the main ‘target’ of the two fast-food multinationals, although its brand philosophy varies markedly. Thus in the case of McDonald’s, what is sought is to associate a taste for the product with the brand image, while in the case of Burger King its image is more focused on offering customers more choice and variety of their products.

For this reason, the supply of products of the latter firm has recently expanded to maintain and strengthen innovation policy which teaches is taking place, as we say, through this brand philosophy ‘As You Want’. It has made with the addition to its wide range of Angus burgers, Tendercrisp Tendercrisp Chicken 3 Chicken and cheeses as well as light products into its offerings, “King Delight”.

In the case of McDonald’s the supply of its products has also expanded since they mark the Olympic sponsorship of the Turin Winter Games, McDonald’s launched three new sandwiches that had cheese as main ingredient, and that consumers could prove, in weekly rotation until mid-March.It also just premiered the Mini Calzone, a new addition to cheese and vegetable dumplings.