McDonalds and Burger King both announced interesting initiatives this week. Burger King launched the £85 burger and McDonalds hired Bruce Oldfield (designer for Princess Diana, among others) to design new, more fashionable, store uniforms.
Both are going for the premium market.
Judging from the last few months, McDonalds are going to win. Redesigning stores for a better look, giving staff better uniforms and even an education – these are sustainable tactics to reaching the premium market.
Introducing a £85 burger is just a little insulting to Burger King’s customers: “here’s a burger you can’t afford, but don’t worry, because you can afford our premium *wink wink* range of burgers which aren’t quite as good".