A DAY WITHOUT WHOPPER
By Andrew Rossow | Sep 26, 2019
This week in Argentina, Burger King launched a campaign called a ‘Day Without Whopper,’ where it stopped selling their top-selling product, The Whopper, for a day in order to re-direct and increase sales to McDonald’s. But why would the two fiercest burger competitors join forces?
The reason to initiate the campaign was to help McDonald’s with their annual fundraising campaign of donating $2 to Children With Cancer for every Big Mac and signature burger that they sell.
This seemed to resonate with patrons and consumers extremely well, based on the numerous social media posts. The net impact on Burger King’s sales wasn’t huge, as customers already turned up to the fast food outlet and after getting annoyed, ordered something different.
Unfortunately, the same with McDonald’s—they didn’t go out of their way to grab a Big Mac—instead turning up to order their favorite burgers.
The marketers behind the campaign should have predicted that this wouldn’t have a significant business impact from it, but again, a great marketing strategy no doubt. This only goes to show that marketers continue to market to themselves, instead of consumers.
The biggest power move of all is not neglecting your competition but appreciating them—because you never know when the tides of turned…and you want your ship to be standing tall.
Going into the healthy sector of dieting and marketing, I spoke with Paola Marquez, a Venezuelan native and certified personal trainer and fitness style blogger about the importance of appreciating your competition.
“There are many people promising and offering so many results, and unfortunately, they just haven’t walked the walk,” Marquez and her husband, Andy explained.
Marquez uses her business to focus on customer retention. “You can do some damage here” by neglecting your competition—“it’s a personalized approach and a very in-depth relationship that works for both parties. It’s not something many people do these days unless you’re connected to the right people.”
Curtesy of Gritdaily