Home » Business » Shh … Burger King Asks Residents to Order McD et al. Just a trick, is that right?

Shh … Burger King Asks Residents to Order McD et al. Just a trick, is that right?

Jakarta, CNBC Indonesia – Recently on social media, the fast food restaurant Burger King has appealed to the public to buy its competitors’ products such as McDonald’s to KFC and others. This step turned out to have gained widespread sympathy from netizens amidst the difficulties of the restaurant business being affected by the Covid-19 pandemic.

“It never occurred to us to ask you to do this, but all restaurants that have thousands of employees need your help right now,” wrote Burger King, which was uploaded on his social media earlier this week.


“If you want to help, keep indulging yourself in delicious food via delivery, takeaway, drive-thru. Enjoy the best Whopper (burger) options, but ordering a Big Mac doesn’t hurt either.”

Yuswohady marketing observer responded to the action taken by Burger King. He said what Burger King did was part of the concept word of mouth marketing aka word of mouth marketing. He said that what Burger King had done successfully attracted the sympathy of the people and went viral on social media.

“With this campaign, which previously did not have the lyrics of Burger King, now it has become eye-catching, the impact is for Burger King to raise its reputation and awareness,” Yuswohady told CNBC Indonesia.

He said this kind of marketing trick is right for companies or brands to attract sympathy rather than hard selling strategies. During the current pandemic, hard selling strategies are less appropriate, such as selling on the side of the road, which can actually reduce reputation and is not necessarily effective. Precisely what Burger King did was trying to attract sympathy.

“The angle taken is smart, the angle is business concern for employees. Brand interests are sidelined. This (restaurant) should be bought, if it is bought, restaurant employees will not be laid off,” he said.

Yuswohady said that in the US this kind of strategy had been implemented before. A strategy of attracting sympathy, the opposite of what usually attacks or pokes at competitors.

Will it also have an impact on sales?

“The effect is the company’s reputation, an improved image, if the effect on sales is not in the near term. People don’t buy it right away. The effect from ordinary sales will not be really great,” he said.

According to him, during the current pandemic, brands had to create unique or unusual creativity so that it became a concern until it went viral even though the effect was only short-term. Although not all strategies to steal the attention can work smoothly, this time Burger King has to admit that it is able to steal the show.

“From what Burger King did, I see it was deliberately prepared,” he said.

[Gambas:Video CNBC]

(Head / head)


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