Its no secret the McDonald’s empire is the king of fast food breakfast! It would take either a very stupid or very brave company to try and take the throne away. That is exactly what Taco Bell attempted and instead started a war. This week Taco Bell introduced a new breakfast item, the waffle taco.
In order for Taco Bell to promote their newest menu item, they rolled out several “new commercials featuring real people named Ronald McDonald enjoying their new treats.” The campaign featured two-dozen “everyday” men named Ronald McDonald. None of these men resembled the red-haired clown. All were featured chowing down on the new breakfast item, visibly enjoying it. Clearly, the fast food chain was specifically targeting the king of fast food restaurants, McDonald’s.
This new launch did not sit well with McDonald’s and rather than throw an attack back, McDonald’s decided to be the “bigger person” and responded graciously. The company took to Facebook with the most gracious reply stating, “Imitation is the sincerest form of flattery” alongside a photo of Ronald McDonald petting a Chihuahua. Based on the photo, the tiny little Chihuahua stares intimidated and frightened at the mighty Ronnie. Showing Taco Bell could never reach the status of McDonald’s.
Along with the release of the photo, McDonald’s used this event as a chance to promote their famous breakfast items. Senior Vice President of McDonald’s U.S. menu innovation, Greg Watson, stated; “This event is McDonald’s way of encouraging new guests to try McCafe Coffee while giving our breakfast lovers even more reason to enjoy the great taste of our signature blend.” Supposedly, this was not directly in response to Taco Bell’s new breakfast rollout, but a plan that has been stirring for a while.
The competition among fast food chains is heating up while restaurants continue to revamp their menu items in order to get the most customers to spend the most money. But of all the restaurants competing, McDonald’s still holds the top spot in sales and is not expected to fall anytime soon.
McDonald’s Has a Pretty Good Comeback to Taco Bell’s Hijacking of Ronald | Adweek.
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McDonald’s offers free coffee after Taco Bell breakfast rollout – latimes.com. (n.d.).
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