Peace for our time…among the burger chains? A modest proposal, illustrated by full page ads in the New York Times and a media campaign aim to entice the burger superpower into a temporary truce. But practical obstacles abound:
The goal? To operate one restaurant for one day staffed by employees of both companies and selling a burger called the McWhopper, a blend of the Big Mac and the Whopper, the best-selling burgers at McDonald’s and Burger King. Sales proceeds would be donated to Peace One Day, a nonprofit group seeking to raise awareness of the International Day of Peace, which was established by the United Nations General Assembly in 1981 for the opening of its annual meeting. The United Nations later set Sept. 21 as the day to celebrate world peace, and Burger King proposes opening the pop-up store on that day in a parking lot between a McDonald’s and a Burger King in Atlanta.
How likely is the truce? In true 21st century diplomatic fashion, McDonald’s top diplomat, er, CEO, suggested thanks, but no thanks. (You can read his response here. One take is that Easterbrook’s passive aggressive response is a gaffe at worst and a missed image improvement opportunity at best. I guess they aren’t loving’ it.)