The Day McDonald’s Blinked
M. Eric Johnson, David F. Pyke, Anita Warren
Length: 16 pages
Publication date: 2006
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.