BK looks to out-big McD’s
You can almost hear the taunt coming from the playground. "My burger is bigger than your burger. Nah, nah, nah, nah." That, in essence, is Burger King’s strategy to knock the real king of the fast good burger realm, McDonald’s Big Mac, off its throne. The number-two burger chain has increased the size of its Big King sandwich so that it now outweighs the Big Mac by four ounces to 3.2.
"At Burger King, we know that size matters," says Alex Macedo, president of Burger King North America, told USA Today. "This allows us to give even more value."
While Burger King is increasing the size of the Big King, it is holding the line on the $3.69 price. The sandwich is also part of a two for $5 special. The USA Today piece cited research by Burger King which showed that customer satisfaction has increased along with the larger burger.
The latest move by Burger King is in line with the chain’s me-too strategy in recent years whereby it attempts to convince consumers that its versions of items made popular at competing restaurants are of higher quality and/or greater value. Steve Wiborg, the former chairman of the company’s North American operations, told The Associated Press in 2012, "Consumers wanted more choices. Not just healthy choices, but choices they could get at the competition."
- Burger King beefs up Big King, tops Big Mac – USA Today
- percentBK’s Big King Now a Quarter Pounder – The Huffington Post
- BK’s New ‘Me Too’ Differentiation Strategy – RetailWire
- Burger King’s new menu looks a lot like McDonald’s – The Associated Press/Fox News
Do you see Burger King being able to make incremental share gains by winning the me-too competition with McDonald’s and others? Is authenticity more important that one-upmanship when it comes to product branding?