COMPANIES

COMPARISON
Presented by Le Hoai Viet
INTRODUCTION

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 Overview of McDonald’s Corporation

Was found in 1940 in Oak The company is guided by 2 goals,

Brook, Illinois including to makes the best food to
establish and maintain good relations

The company
ensures that each
branch is managed
Few years after its foundation, the locally at the local
company offered limited items, market
including hamburgers, cheeseburger,
potato chip, coffee and soft drinks, and
beverage of milk. McDonald’s was the
first restaurant to substitute potato chip
with French fires on the menu
 Offer a variety of salads, burgers and
chicken sandwiches, coffee and
Initially known as Restaurant Brands frappes, French fires, muffins, and
International, was established in biscuit. Also, Burger King serves
1954, with a headquarter in Oakville, French toast, beverages, and
Canada pancakes

2nd largest quick-

serve restaurant after
McDonald’s
corporation
The company is a In 1978, Burger King recruited Donald
major burger N. Smith, a former executive director
competitor to of McDonald’s. Donald restructured of
McDonald’s Burger King’s franchise contracts so
that managers could not own or
mange franchises in other markets

OVERVIEW OF BURGER KING CORPORATION

 COMPARE CUSTOMERS SEGMENT
DIFFERENCE
McDonald concentrate only on three categories
of customers, Burger King also targets adults,
particularly the males. As Burger King attempt
to rebrand themselves to this unique market
segment, they explore new things that could
work well for the young males customers
SIMILARITIES
The main customers for both of them are
parents with young children and teenagers.
Both businesses began their focus on young
children and teenagers as the most critical part
of their growth and success
Also, both companies target business customers
who count on their fast service during the
workday
The spend considerable time and resources to
update their menus and introduce new items to
be more appealing to their target audience
CUSTOMER
SATISFACTION
Both McDonald and Burger King are applying
different technologies to respond to client’s
needs and enquiries.
Workers at these businesses talk with their
customers consistently and collect feedback and
suggestions that they use to create business
policies to improve customer satisfaction.
However, there is a distinct difference in their
focus concerning customer services. To increase
the level of customer satisfaction on their
services, McDonald tends to focus on specific
demands and expectations of their clients.
Contrarily, Burger King believes in offering a
variety of food items to their client as a way of
improving customer satisfaction.
 STAFF TRAINING
SIMILARITY
Provide continued opportunities for training,
irrespective of choosing to continue working
with them or not
SIMILARITY
Believe in investing in their staff and assist
them to achieve their potential and excel in
their careers SIMILARITY
Employ programs such as Right Track and
Induction during staff training
DIFFERENCE
While the current training at McDonald
involves a comprehensive and quality
control checks, Burger King seems reluctant
on these
 CUSTOMER SERVICE PROVISION
McDonald's Corporation considers customers their
philosophy. To achieve their main objective of providing
their esteemed clients with the world's best and quick
services, the company gets its employees from the best
local recruiting agencies. McDonald's strives to hire the
best to take care of the customer needs

the goal of customer services to individualize their client's orders

and offer the best and fastest service possible. The company
provides their customers with many options, but precisely and
quickly give whatever the customer selects. This customer service
policy is depicted in their slogan, "your way, right away". Performing
under this policy enhances their relationship with their customers
and also makes it easier to achieve their business objectives.
MARKETING
MIX 4PS
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 4Ps MARKETING MIX
Product Product
01 Breakfast menu / Classic burgers they have Started just selling Burger and chips / Diversified to
01
available / Large product portfolio suit customer need / Large product portfolio
MCDONALD’S

BURGER KING
Price Price
02 Dollar menu / Low prices / Psychological Psychological marketing strategy / Selling for
02
marketing (selling for $1.99 instead $2) .99 / competitive price

Place Place
03 Franchises / outlets are evenly spread Franchises / Company leases land and building
03
throughout the cities / Drive through options

Promotion Promotion
04 “I’m lovin’ it” / billboards / Mascot / Sponsoring $1 big value meal / Cheap / huge product
04
/ Limited time only launched
Who would win the fight between McDonald’s and Burger King?
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ThankYou
HOAI VIET LE
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