????麥當(dāng)勞公司（McDonald's Corporation）創(chuàng)始人雷?克羅克在談到競(jìng)爭(zhēng)對(duì)手時(shí)對(duì)快餐行業(yè)的競(jìng)爭(zhēng)激烈程度進(jìn)行了精辟的總結(jié)：“如果我的競(jìng)爭(zhēng)對(duì)手溺水了,，我會(huì)在他們嘴里塞一根水管?！痹诳觳托袠I(yè),，沒(méi)有兩家公司會(huì)像麥當(dāng)勞和漢堡王（Burger King）一樣，為爭(zhēng)奪客戶忠誠(chéng)度而公開(kāi)宣戰(zhàn),。雙方的矛盾可以追溯到二十世紀(jì)中葉,，當(dāng)時(shí)兩家公司在美國(guó)都是嶄露頭角，為了爭(zhēng)奪市場(chǎng)和特許經(jīng)營(yíng)權(quán)而捉對(duì)廝殺,。
????漢堡業(yè)務(wù)說(shuō)到底就是搶占消費(fèi)者的胃,。漢堡包上能夠進(jìn)行的創(chuàng)新少之又少，因此,，抄襲競(jìng)爭(zhēng)對(duì)手的創(chuàng)意就成了業(yè)內(nèi)的標(biāo)準(zhǔn)做法,。以巨無(wú)霸（Big Mac）為例。麥當(dāng)勞于1968年推出的巨無(wú)霸就是針對(duì)漢堡王1957年推出的皇堡（Whopper）,。當(dāng)時(shí),，漢堡王意識(shí)到很難與麥當(dāng)勞15美分的漢堡進(jìn)行競(jìng)爭(zhēng)，于是決定以37美分的價(jià)格出售更大的漢堡,。1982年,，漢堡王推出了一則廣告，聲稱消費(fèi)者喜歡皇堡,，甚于對(duì)麥當(dāng)勞和溫蒂漢堡（Wendy's）的喜愛(ài),，由此引發(fā)了全面戰(zhàn)爭(zhēng)。兩家連鎖店均因虛假的誤導(dǎo)性廣告而受到指控,。1997年,，“皇堡之家”漢堡王再次對(duì)“金色拱門”麥當(dāng)勞展開(kāi)攻擊。這一次,，漢堡王打出了“完勝麥當(dāng)勞的美味”的口號(hào),。麥當(dāng)勞同樣通過(guò)廣告予以還擊。
????而由于漢堡王的CEO和所有人走馬燈般地不斷更換,，雙方的競(jìng)爭(zhēng)也有所緩解,，結(jié)果幫助麥當(dāng)勞搶占了更多的份額。2011年，溫蒂漢堡首次超越漢堡王,，成為美國(guó)銷量排名第二的漢堡連鎖店,。紐約新學(xué)院（New School）教授食品歷史的安德魯?史密斯說(shuō)：“在美國(guó)，麥當(dāng)勞取得了勝利,?！钡珴h堡王可不會(huì)就此認(rèn)輸：2月，漢堡王參與到快餐行業(yè)最新的一場(chǎng)戰(zhàn)爭(zhēng)——咖啡大戰(zhàn),。公司宣布與星巴克（ Starbucks）的西雅圖貝斯特咖啡（Seattle's Best Coffee）品牌合作,，將推出一系列類似拿鐵咖啡的飲品。
????獲勝者：麥當(dāng)勞（財(cái)富中文網(wǎng)） |
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????McDonald's Corporation (MCD, Fortune 500). founder Ray Kroc summed up the intensity of the fast food business best when he said of his competitors, "If they were drowning to death, I'd put the hose in their mouth." In the quick-serve restaurant industry, no two brands have waged war over customer loyalty as publicly as McDonald's and Burger King. The rivalry dates back to the mid-20th century as both companies emerged on the national scene, battling for territory and franchisees.
????The burger business is all about share of stomach. There are only so many ways you can innovate when it comes to a hamburger, so copying competitors' ideas is standard practice. Take the Big Mac, which was launched in 1968 as McDonald's answer to the Whopper. Burger King introduced the Whopper in 1957 when, after realizing it couldn't compete with McDonald's 15 cent hamburger, it decided the solution was to sell a bigger burger for 37 cents. Burger King declared all-out war in 1982 by launching an advertising campaign that claimed customers preferred the Whopper to McDonald's and Wendy's. Both chains countered by suing for false and misleading advertising. In 1997, the Home of the Whopper again took on the Golden Arches -- this time its fries with the tagline "the taste that beats McDonald's." McDonald's struck back with its own advertising campaign.
????The heated rivalry cooled as Burger King suffered a revolving door of CEOs and owners, which helped McDonald's gain more ground. In 2011, for the first time ever, Wendy's surpassed Burger King to become the No. 2 burger chain by sales. "In America, McDonald's has won," says Andrew Smith, who teaches food history at the New School. But don't count Burger King out just yet: In February the chain got into the latest fast food battle, Coffee Wars, when it announced a line of coffee-based drinks like lattes through a partnership with Starbucks' (SBUX, Fortune 500)Seattle's Best Coffee brand.
????Winner: McDonald's |
