McDonald's vs Burger King: A Comparison of Product Design and Quality

This article compares the product design and quality of McDonald's and Burger King. It also suggests ways in which Burger King can improve its core strengths to compete with McDonald's.

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HUMAN RESOURCE MANAGEMENT

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Q1)
Product design – One of the most significant aspects of McDonald product is that the
customer did not just buy the food but also pay for the brand (Bassett, Dumanovsky, Huang,
Silver, Young, Nonas & Frieden, 2008). When any individual visit their restaurant chain, they
did not just ask for the Coffee or muffin. However, the people know the list of items in the
menu or they ask for the McCafe or McMuffin. Moreover, if any person visits the store with
their kids, they never search for kids’ meals rather than a happy meal, which is a 100% kids-
oriented product.
Quality – In the breakfast segment, McDonald stands on a dominant place (Stender,
Dyerberg & Astrup, 2007). Their morning dominance forces other competitors such as
Burger King and Starbucks to make their product available to the afternoon customers.
Various products of McDonald such as McCafe, wraps and McMuffin gives McDonald a
No1 position in quick meal. Moreover, their product seems to be healthy as per the
perspective of customers and this adds a good value to the McDonald breakfast.
Q2)
In respect with using their core strength, Burger King needs to spend higher amount
(in million) on advertising and promotional activities. This will lure them more number of
customers and also attract innovative and creative marketers. In addition, the creative
advertisement is important to influence perception and decision of the customers so as to
make them product buy (Robinson, Borzekowski, Matheson & Kraemer, 2007).
Burger King also needs to build or increase the kid menu item as most of the people
like to visit any fast food chain with their families and this makes essential to the restaurant to
have a creative kid menu. In addition, the company also need to improve the drive-through
process, as their average service time at the window is 198.48, which is more than
McDonald. This depends on the location and the number of staff employed there. Many
people like to get their order at a faster pace as they are in hurry in their job or working and
have a limited time to eat. Burger King just needs to recognize strength and use their
potential in the right direction.

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Q3)
As per the story and further investigation, we like to choose McDonald because of
these aspects -
 It is a place where anyone at any time can get snacks, beverages and desserts.
 Their happy meal menu specially made for the children and it also includes
various innovative toys designed from the special movie characters such as
minions and characters from the incredible movie.
 Their drive-through process service can serve the customers in a very fast
manner and can handle more numbers of vehicles at peak timings.
 Their restaurant store also has Free Wi-Fi and 24/7 service considering the
needs of the customers.
The operations of McDonald are done with more efficiency and all their products are
healthier to consume. Moreover, they have a superior customer service and that makes me
choose McDonald over Burger king.

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References
Bassett, M. T., Dumanovsky, T., Huang, C., Silver, L. D., Young, C., Nonas, C., ... &
Frieden, T. R. (2008). Purchasing behavior and calorie information at fast-food chains
in New York City, 2007. American Journal of Public Health, 98(8), 1457-1459.
Robinson, T. N., Borzekowski, D. L., Matheson, D. M., & Kraemer, H. C. (2007). Effects of
fast food branding on young children's taste preferences. Archives of pediatrics &
adolescent medicine, 161(8), 792-797.
Stender, S., Dyerberg, J., & Astrup, A. (2007). Fast food: unfriendly and
unhealthy. International Journal of Obesity, 31(6), 887.
Wong, V. (2014). Why the Average McDonald's Makes Twice as Much as Burger King.
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