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Old 05-02-2019, 02:47 PM   Topic Starter
T-post Tom T-post Tom is offline
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Marketing to Millennials: This is not your father's Burger King....




Burger King takes on McDonald’s with a range of ‘unhappy’ meals




No one is happy all the time. That’s the message Burger King is trying to communicate with a lineup of burger meals focused on “real” moods to help raise awareness about mental health.

Timed to Mental Health Awareness Month in May, the “Real Meals” include the Blue Meal, Salty Meal, Yaaas Meal and DGAF (Don’t Give a F---) Meal. They include a Whopper, french fries and a drink.

“Burger King restaurants understands that no one is happy all the time. That’s why they’re asking guests to order a Whopper meal based on however they might be feeling,” an online release says.

The effort also pokes fun at McDonald’s, which markets Happy Meals, boxed kids’ deals that include a toy. Burger King launched an ad on YouTube showing a montage of people in various emotional states, using the line: “No one is happy all the time. And that’s OK.”

The ad swaps Burger King’s well-known chorus from the 1970s, “Have it your way,” with “Feel your way.” The music also has been changed to be more authentic to the idea that people can have a range of feelings.

This isn’t the first time Burger King has teased McDonald’s. In December, it sold its trademark Whopper for 1 cent. To get the deal, customers had to download the Burger King app on their phones. Then when they went within 600 feet of any of more than 14,000 McDonald’s restaurants, the app used geolocation technology to “unlock” the Whopper-for-a-penny deal.

The fast-food competitors have also launched rival promotions at similar times and tweak their menus to stay on top of trends. Burger King is trying a vegetarian Whopper, while McDonald’s added a meatier burger to its breakfast menus in October.

Burger King, which is owned by Restaurant Brands International, has partnered with Mental Health America for the campaign. The group’s president and chief executive, Paul Gionfriddo, said: “While not everyone would think about pairing fast food and mental health, MHA believes in elevating the conversation in all communities in order to address mental illness Before Stage 4 (when someone has severe symptoms).”

“By using its internationally-known reputation to discuss the importance of mental health, Burger King is bringing much-needed awareness to this important and critical discussion — and letting its customers know that is OK to not be OK.”

On Monday, Burger King reported a same-store quarterly sales increase of 2.2 percent. It said that price hikes on its nuggets and the reintroduction of its spicy chicken nuggets helped sales, but parent company Restaurant Brands International saw adjusted earnings of 55 cents per share, falling short of estimates of 58 cents per share.

McDonald’s latest quarterly earnings, issued Tuesday, beat estimates, with earnings of $1.78 per share, versus an expected $1.75. It said a range of promotions and an investment in self-serve kiosks and other technology helped it beat expectations, though it noted that tech spending will mean higher expenses this year.

The limited-edition Burger King meals will be available in Seattle, Miami, Los Angeles, New York City and Austin, Texas, while supplies last.
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Old 05-02-2019, 02:53 PM   #2
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Holy shit! This is actually real! Amazing. Mind blown. Don't even know where to begin with this.
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Old 05-02-2019, 02:56 PM   #3
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Holy shit! This is actually real! Amazing. Mind blown. Don't even know where to begin with this.
start with a mind blown meal. duh
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Old 05-02-2019, 02:54 PM   #4
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That is kind of cool. We do have issues with ignoring mental health in this country.

I am in Austin, I may have to go buy one of these this month.
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Old 05-02-2019, 03:09 PM   #5
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That is kind of cool. We do have issues with ignoring mental health in this country.

I am in Austin, I may have to go buy one of these this month.
Ok, but is this really embracing mental health issues? Or is this just the continued infantilization of millennials? I'll defer to the collective wisdom of CP.
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Old 05-02-2019, 03:08 PM   #6
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lol. Adult happy meals for the feels.
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Old 05-02-2019, 03:10 PM   #7
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BK > McD

Always has been.
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Old 05-02-2019, 03:13 PM   #8
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Should be a big hit for them before nap time at the office.
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Old 05-02-2019, 03:44 PM   #9
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BK > McD

Always has been.
Laughably false ^^^
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Old 05-02-2019, 04:56 PM   #10
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BK > McD

Always has been.

Food... yes
Service/speed.... no
Facilities... no
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Old 05-02-2019, 06:07 PM   #11
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BK > McD

Always has been.
Every BK I’ve been in the last year has looked unclean and gross. Most of the time McD is pretty clean and it seems the employees actually know their job and how to do it at a good pace. BK always seems to be poorly managed with people that lack customer skills working. Don’t really care for either but it seems McD, at least in the Tampa Bay Area are better run and managed.
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Old 05-02-2019, 03:13 PM   #12
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pretty smart marketing

DGAF meal lol
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Old 05-02-2019, 03:13 PM   #13
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Haha. That's hilarious.

Ranks right up there with the old Corn Nuts "Bust a Nut" commercials.
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Old 05-02-2019, 03:14 PM   #14
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Read the whole ****ing article just to ****ing find out it's only ****ing offered in five ****ing cities? **** this
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Old 05-02-2019, 03:28 PM   #15
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Read the whole ****ing article just to ****ing find out it's only ****ing offered in five ****ing cities? **** this
I would not be surprised if they roll it out nationwide. Sure to be a big hit at most college campuses. A perfect self-contained meal to eat in your safe space.
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