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SEE ATTACHED

Please response to the 2 peers below and bring a new level of understanding to your view on McDonald’s internal performance or conclusions.
•    Discuss any major differences where you might disagree.
•    Post a response to two students including an explanation of the value of their contribution to your understanding or where you would “respectfully” disagree

1A.CJ When companies conduct business it is prudent to understand how profitable the product or service will be. Depending on the industry market, prices are set to reach a general demographic customer base. McDonalds and Burger King have been two major competitors in the fast-food industry for decades. According to an article in the marketing drive, Burger King and McDonald’s have engaged in what has been called a “Burger War” (Kelly, 2022). You could argue which fast food place has the best burgers or fries but understanding how relevant Burger King has stayed in this industry has been remarkable.

While being a formidable competitor to McDonald’s, Burger King does not have equal revenue or number of locations that McDonald’s has and is still considered the underdog. For example, Burger King has formed a few initiatives that have put them at the forefront of people’s minds and taste buds while taking advertising jabs at McDonalds. In 2019, Burger King began an initiative in honor of Mental Health Awareness month in May that created meals that represented various moods but did not offer a happy meal option because people are not happy all the time (Simpson, 2019). This was a jab at McDonald’s because they offered happy meals as an option.

The overall competitive position has McDonald’s in a strong position with a score of 3.42. This shows how dominant the advertising and marketing tactics used by McDonalds are, especially during peak seasons. Burger King’s low score is an indicator that the advertising and marketing revenue is not as abundant as the competition.  

McDonalds and Burger King started within a year of each other, and brand recognition has played a big part in how well these fast-food places are doing. For example, everyone recognizes the Golden Arches and can see the spectacle from a far distance. McDonald’s has provided a visual which can spark emotion. I notice Burger King as I am approaching what is believed to be flame broiled food cooking.

Burger King has strengths in areas on product quality and unique selling techniques. For example, as previously mentioned the flame broiled smell. This could be more appealing to customers than a fried burger. BK prices their food in a competitive manner. McDonald’s has value menu; BK has a value menu but offers more options than McDonalds with true meal deal pricing.

There is a difference in the efficiency level of employees at McDonalds versus Burger King. For example, the level of customer service can be upgraded for Burger King as they have a low net promoter score. According to the Harvard Business Review, the net promote score (NPS) is the foundational business metric recommendation score which answers the question, how likely are you to recommend this fast-food restaurant and consumer reactions (Stahlkopf, 2019). Burger King may offer better value menu items and better quality burgers, the customer service needs to be reassessed, if customer retention is the objective. Burger King should reassess the brand presentation and become more aggressive in creating a brand which can appeal to the public, engage in a strategic global presence, and increase the reputation through product innovation.  

References

Kelly, C. (2022, May 17). Burger Wars: How burger king’s rivalry with McDonald’s reverberates through Adland. Marketing Dive. 
https://www.marketingdive.com/news/mcdonalds-burger-king-brand-rivalry-burger-wars/621713/ 

Simpson, F. (2019, May 3). Burger Wars: How burger king is taunting its biggest rival again. Forbes. 
https://www.forbes.com/sites/fionasimpson1/2019/05/03/burger-wars-how-burger-king-is-taunting-its-biggest-rival-again/ 

Stahlkopf, C. (2019, October 18). Where net promoter score goes wrong. Harvard Business Review. 
https://hbr.org/2019/10/where-net-promoter-score-goes-wrong 

1B…
Competitive Profile Matrix (CPM): McDonald’s vs. Burger King

Rationale for Key Success Factors and Weights

Using the StrategyClub CPM template and I selected ten industry “critical success factors” listed in Table 37 of our textbook (David et al., 2023). I chose ten factors that show up again and again in quickservicerestaurant (QSR) studies: brand reputation, product quality, global expansion, advertising and promotions, technology and innovation, customer loyalty, menu variety, drivethru and delivery efficiency, financial position, and environmental/social responsibility.

To keep the math simple, the weights had to add up to 1.00. I put the heaviest weight (0.15 each) on financial position and on ESG reputation because analysts say investors and Gen Z customers care most about money strength and corporate values right now (Morningstar, 2025). I gave midlevel weights (0.10) to trafficdrivers like advertising and convenience factors, and smaller weights (0.07–0.08) to menu variety and similar “nicetohave” factors.

Ratings and Resulting Scores

*Rating scale: 4 = major strength, 3 = minor strength, 2 = minor weakness, 1 = major weakness.

Key Data that Shaped my Ratings

·
Scale and market share – McDonald’s ended 2024 with 43,477 restaurants worldwide, a 4 percent jump year over year (McDonald’s Corporation, 2025). Burger King had 19,732 locations, less than half of that (Restaurant Brands International [RBI], 2025). That’s why I scored McDonald’s a 4 and Burger King a 3 on global expansion.

·
Financial muscle – In 2024 McDonald’s posted US $25.92 billion in revenue and more than US $130 billion in systemwide sales (McDonald’s Corporation, 2025), so I gave it a 4 for financial position. RBI reported US $2.30 billion in Burger King–segment revenue and is still paying for its “Reclaim the Flame” remodel program (RBI, 2025), so Burger King earned a 3.

·
Technology and loyalty – McDonald’s is testing an AIpowered drivethru with Google Cloud and counts about 175 million active loyalty members (McDonald’s Corporation, 2025), which justified a 3 (strong, but still building). Burger King’s tech rollout is newer and smaller, so I rated it as 2.

·
Sales momentum – Restaurant Dive noted Burger King’s U.S. samestore sales cooled in 2024 after a hot 2023, while McDonald’s global comps kept rising (Pannell, 2025). That backed higher scores for McDonald’s in advertising, menu variety, and drivethru efficiency.

·
ESG and public image – McDonald’s long partnership with Ronald McDonald House Charities (RMHC) and its public netzero promise earned a 3. Burger King has made progress with plantbased options and packaging, but it still trails its peers, so I gave it a 2 (RBI, 2025).

Analysis

The CPM total scores McDonald’s at 3.77 vs. Burger King at 2.77, which indicates that McDonald’s holds a substantial competitive advantage in almost every critical success factor. The one area where McDonald’s is not a clear “4” is technology & innovation, suggesting continued investment in AI driven kitchen and ordering systems is vital to preserve its lead as digital competition intensifies.

Burger King’s gap of a full point shows why its “Reclaim the Flame” plan feels so urgent. The remodeling of stores, digital ordering, and sharpening its brand messaging will all need to happen if it wants to close in on McDonald’s, especially in reputation and operational execution.

Conclusions

Overall, the CPM confirms what financial and consumer metrics already hint that McDonald’s dominant scale, stronger balance sheet, and deeper loyalty ecosystem give it a superior external position, while Burger King remains a credible but distant second mover in the global QSR burger segment.

References

David, F. R., David, F. R., & David, M. E. (2023). 
Strategic management (18th ed.). Pearson.

McDonald’s Corporation. (2025). 
2024 annual report.

Morningstar. (2025, January 15). 
Gen Z’s impact on ESG investing. 

Pannell, H. (2025, April 15). 
Tracking the samestore sales of 21 major restaurant chains. 
Restaurant Dive. 

Restaurant Brands International. (2025). 
Form 10K 2024. 

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