Burger King recently announced a revamp of its “Big King” sandwich, claiming that it is now slightly bigger than the Big Mac. As I comment below (from RetailWire), I’m not sure this latest tactical step is going to get BK to the market-share promised land:
If I were running McDonald’s, I wouldn’t lose sleep over BK’s “me too” strategy. Burger King’s comp sales didn’t gain much traction, at least in the 3rd quarter, and they have been mostly “followers” for years.
McDonald’s has its own issues to work through, which its CEO discussed recently: As the menu grows in variety and complexity, the ability to execute consistently is declining. (As an occasional McD’s customer, I can vouch for the longer wait times for lower-quality food — a bad combination.) Getting its own house in order is a bigger challenge than the latest weak stab at brand differentiation from the King.