Case Studies: Fast Food
Social Media and the Burger King Brand
Andrew Schneller, John Marshall T'92
Length: 27 pages
Publication date: 2007
Case#: 6-0025
With profits decreasing and franchisees unhappy, Burger King needed to take dramatic action and redefine how it was perceived by customers. Instead of traditional advertising, the company created Burger King-related content intended to entertain consumers, give the brand social currency, and create a sense of mystery. The firm chose inexpensive, non-traditional media channels such as internet micro-sites and social networking sites to reach target consumers. This case study examines how the use of digital communication, media channels, and Web 2.0 have changed the way firms can build their brands.
Preview copy in PDF format (627K)
Topics: Marketing
Industry: Fast Food
Request Teaching Note (if available), for professors only | Order a Copy of this Case Study
The Day McDonald’s Blinked
M. Eric Johnson, David F. Pyke, Anita Warren
Length: 16 pages
Publication date: 2006
Case#: 1-0049
The 50-year battle between fast food giants McDonald's and Burger King had been waged around two competing concepts. McDonald's aimed to be the world's best quick service restaurant experience, providing quality, service, and value. Meanwhile, Burger King based its strategy around customer satisfaction through flexibility. When McDonald's launched the "Made for You" campaign, it was a direct challenge to Burger King's long-standing strategy.
Preview copy in PDF format (277K)
Preview copy in Mandarin, in PDF format (632K)
Topics: Services
Industry: Fast Food
Request Teaching Note (if available), for professors only | Order a Copy of this Case Study