A revitalized Burger King is forcing McDonald's to adjust to it, not the other way around. McDonald's and Burger King started in the franchise food business in and , respectively.
Each restaurant boasts iconic products. The Whopper and Big Mac are the two best-selling burgers of all time. Burger King boasted 1. Each firm continues to push its international presence, although with mixed results.
One reason is culture. Many Europeans, for instance, consider fast-food to be a quintessentially American tradition. Food menus for Burger King and McDonald's sometimes struggle to appeal to foreign consumers, leaving international markets underdeveloped, particularly in the Asia-Pacific region. McDonald's has the highest market capitalization of any fast-food restaurant chain in the U.
It's worth noting that Subway has more stores and Starbucks has higher revenues. It has 36, franchises in nearly countries, employs 1. McDonald's market cap as of October But those slumping figures should concern investors, who have not realized a great return for several years. MCD performed admirably during and immediately after the global recession of — It turns out cheap fast-food is essentially recession-proof, but was the worst year for the company since Under Ray Kroc, its founding franchising visionary, McDonald's became the world's premier food brand by selling the rights to operate a McDonald's store.
With this model, MCD keeps overhead costs down and lets local owners deal with individual units. Food costs remain low and service remains fast for a culture increasingly on the go. But big businesses struggle to continue growing once they reach a certain size.
It is logistically difficult to innovate or address individual business concerns when a burger empire spans countries. McDonald's CEO Steve Easterbrook gave a presentation to shareholders in the second quarter of to address concerns over performance. His turnaround strategy included an intentional examination of Burger King's recent success.
But it is telling that Easterbrook identified re-franchising company-owned restaurants as a way to drive up margins. After a tumultuous and disappointing start to the 21st century, Burger King's shareholders saw The Wendy's Company, Subway, and Starbucks take turns passing them as McDonald's' chief competitor, at least in terms of sales revenue.
It ignited a recovery effort that has turned out to be quite successful. A report by Citi Research concluded that 3G Capital made two significant strategic adjustments: trimming business fat and simplifying its public image. The primary revenue stream for Burger King Worldwide BKW comes from franchises, including royalties and fees; royalties come from a percentage of revenue from each unit.
As of , At a time when the McDonald's menu is as complicated as ever, creating record drive-thru wait times, according to Citi Research, Burger King is repackaging or rebranding old items to help consumers out. One part of the revival strategy is directly challenging to McDonald's products. In November , Burger King introduced the Big King sandwich, with two patties, a three-layer bun, and a special sauce, as a not-so-subtle competitor to the successful Big Mac from McDonald's.
Next came a new fleet of coffee products from Burger King to challenge the McCafe menu. McDonald's made waves years ago by partnering with Starbucks to create a recyclable-compostable coffee cup. In my opinion, chicken nuggets are best when the fried outer shell has a little chew to it when you bite in. These didn't really have that. But I still thought they were flavorful and delicious. The nuggets tasted peppery and would pair nicely with a variety of sauces.
Fries were spilling out of the carton and into the bag — but I wasn't complaining. Like the rest of the Burger King items I tried, the fries were filling. They were thick and had more potato than other fast-food french fries I've tried.
But I thought they were a bit bland on their own. They worked well as a vehicle for sauce but could have used just a touch more salt.
I also ordered it through the Seamless app from my local restaurant in Brooklyn. I was excited to see how the meal from McDonald's would compare with its Burger King counterpart, especially since it was more expensive. It was slightly more expensive than Burger King's version but had more toppings — it came with an extra slice of American cheese plus chopped onions and was still affordable.
The bun held everything together and was a good size, but it was a little too soft and didn't have a lot of flavor on its own. But I enjoyed the amount of condiments and didn't find them overpowering. The chopped onions added a lot of flavor, and the burger patties were juicy despite being thinner than the Burger King ones.
I liked the added cheese but didn't think it was totally necessary. The patties were thicker and therefore more filling. However, the additions to the McDonald's burger took it over the edge.
It's worth spending a little extra to get a lot more flavor. Whereas the Burger King version really tasted only of the meat and condiments, this burger had layers. Even though I liked McDonald's chicken nuggets' texture slightly more, the Burger King nuggets were flavorful and an amazing bargain. But I preferred the salty crispiness of the McDonald's fries. The McDonald's honey mustard was flecked with grains of mustard and was slightly tangier.
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