Question completion Status Case Study Burger Kings Gets People to Take Whopper Detoar Just Coke and Pepal have been fighting the Cola Wars" for decades, the battle between McDonald's and Burger King in the fast-food industry has been one of the treatest business valries in American history. Both started selling hamburgers in the mid-1950, but McDonald's has since become the market leader in the United States well as around the world. Each chai has signature products: MeDonald's has the Big Mac and Quarter Pounder, while Burger King counters with the lamelled Whopper The Big Mac and Whopper are the two best-selling burgers of all time with each selling hundreds of million each year. McDonald's always dominated the burger segment of the fast food-food market including the United States, where the golden arches live a market share double that of Burger King One of the major advantages McDonald's has over Burger King as well as other competitors such as Wendy's. Handel, and Sonic is the sheer uumber of res McDonald's has more than 14000 restaurants in United States while Burger King has around 7.200 Because Burger King cannot compete on an inportant part of its strategy has been to challenge McDonald's products by introducing new menu item such as Big King Sandwich, as well as promoting its popular Whopper with advertising ning the iconic "Have it your way theme. However, Burger King periodically comes up with clever promotions to challenge McDonald's and get comes to witch to Whopper instead of having a Big Mac or Quarter Pounder. It is not easy to get fast food loyalists to change their behavior because value me price promotions and special deals are easy to match and usually do not result in a sustainable competitive advantage. However, in late 2018, Burger King use one of the most creative, as well as fechnologically challenging, promotions ever when it ran the Whopper Detour" to entice consumers to drive to a McDonald's Whopper. And yes, you read that night The strategy behind the Whopper Detour promotion was that consumer with Burter King smartphone app and who were either inside or within 600 feet of a McDonald's could onder a Whopper for one per cent, as opposed to regular price of 4 or more. The catch to the promotion was that the customer lad to place the order on the spp. which would then direct them to the nearest Burger King to redeem the offer. The promotion required a great deal of tech savvy to implement as Burger King's advertising arency, Facebook New York. had to work with a digital company to the geofencing to create a virtualnographic boundary around nearly every McDonald's restaurant in the country because the offer would unlock only within 600 feet of a McDonald's. The agency also had to make sure the app would work with golocation, which uses GPS chip in a smartphone to determine its exact location, and tag all of the McDonald's locations in the United States An important part of the strategy behind the Whopper Detour promotion was the huge difference in the number of Burger King Versus McDonald's restaurants, which meant that BK fans had to drive further to get Whopper. The big idea was to take advantages of the vast number of McDonald's locations (75 percent of the US polation lives within three miles of one) and in a way, turn the competitor's stores into Burger King. The promotion would activate on the BK app when people were clone to McDonald's and reward them with discount for passing a McDonald's and heading to a Burger King For the detour campaign to work, Burger King and Facebook has to make fast-food customer aware of the promotion as well as get those who did not have the BK mobile app on the smartphone to download it. Prior to launching the promotion, the agency team developed a short film where actors went to actual McDonald's restaurants in the New York area and told McDonald's crew members at the drive them that they were to get Whopper for a penny, Hidden cameras were used to fill the mteraction with Demiddecho hodnoten.................. SUS WEBCAM CO Time hour. 23 minutes, 1 sands un completion Status For the door to work acer King and Facebook has to make fist-food customer wate of the promotes well as the who did ve teme pa ih Amartphone to download it. Prior to launching the promotion, the agency to developed a short film where actors went to McDonald's res in the Now York and told MeDoncrew members at the drive thru that they were to get a Whopper for a penny Hidden werewed to fill the action with ibe to Decald's drive-threws, whose faces were bland and voices attered in the film for legal reasons. The film was shown online to promote the limited time offer ud was used by the PR team to generate media attention. In addition to the online video, a print ad was created them of the King's img cancer changing a McDonald's signs to read "Hillion Swerved instead of "Hellion Served The Whopper debout ran for only nine days in early December 2018, but the number tells the story of just low acces i wa The Borger King app was downloaded to smartphones by 1.5 million people during the promotion, and more than a half million people redeemed the one-cent Whopper offer, which was more than the previous record for a digital coupon promotion. Moreover, the impact of the promotion continued as download of the app were up by 45 million for later The promotion also moved the sales needle for Burger King: Despite offering the Whopper for only one penny, total sales volume through the mobile app we two times ther than before the promotion. Burger King estimates consumers who redeemed the Whopper Detour promotion will spend around $ 15 million per year more on the Burger King app. The company's analysis of the promotion also showed that there was little cambaliation of the Whopper in Burger King restaurants because the people who came for the offer were actually new or lapsed customers, and they purchased more than just the Whopper for a penny Burger Kmg global chief marketing officer, Femando Machado, has called the Whopper Detour promotion a defining moment for the brand, noting that it marituning point in the company's marketing and shows the power of a big idea and what the future of creative might be. Machado notes: "Big creative des programa, AL trends and even a beautifully put together McKinsey presentation for lunch." The detour promotion shows that a bea can also get people to a lot of Weppers for lunch Answer all 4 Ouestions 1. McDonald's has always dominated the burger segment of the fast food-food market with the help of promotional strategy. Why? Justify your answer with the help of case study, 2. Discusses the Whopper Detour" promotion used by Burger King to compete against McDonald's 3. Analyze the strategy behind Burger King promotion and the reasons it was so successful. 4. Do you think Burger King could use such type of promotion again to attract business from other competitors in the fast-food industry? or the toolbar.press ALT:F10 (PC) or ALTFNF10 (Mac). SUS