McDonald’s and Burger King: The Evolution of Franchising and Benefits of the Burger Wars

McDonald’s and Burger King: The Evolution of Franchising and Benefits of the Burger Wars

  • Case
  • Teaching Notes
Abstract

This case places the rivalry of McDonald’s and Burger King in the context of the Burger Wars. Using franchising as a lens to examine this rivalry, the case offers insights into how each firm sought to position itself and what benefits (if any) this competition has brought to the consumer. It also highlights issues of competition in business and the role of innovation and marketing through an overview of some of the actions taken by each firm.

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