As England is heading for a second partial lockdown with restaurants, pubs and cafés ordered to close as of Thursday, Burger King has placed an unusual ad on Instagram, Twitter & co. The ad reads:
ORDER FROM MCDONALD’S
We never thought we’d be asking you to do this. Just like we never thought we’d be encouraging you to order from KFC, Subway, Domino’s Pizza, Pizza Hut, Five Guys, Creggs, Taco Bell, Papa John’s, Leon… or any of the other independent food outlets, too numerous to mention here. In short, from any of our sister food chains (fast or not so fast).
We never thought we’d be asking you to do this, but restaurants employing thousands of staff really need your support at the moment.
So, if you want to help, keep treating yourself to tasty meals through home delivery, takeaways or drive thru. Getting a Whopper is always best, but ordering a Big Mac is also not such a bad thing.
Team Burger King UK
Dismissed as “empty gesture”
Although Kate Nicholls, head of UK Hospitality, welcomed the solidarity shown by Burger King on NTV, UK media and Tweeter users have also condemned the fast food chain’s hypocritical stance and dig in at competitors in highlighting that Burger King’s Whoppers are best. The Guardian, for instance, quotes one Tweeter user, who replied by thanking the “multibillion-dollar company for your incredibly heartfelt and sincere comment that isn’t totally an obvious play at increasing goodwill through an empty gesture by planting the seed that BK doesn’t completely suck.”
In October, Nicholls urged the government for more support in warning of mass job losses. She urged that the stakes are high. Although industry research had anticipated 560,000 redundancies by the end of the year, there is a high risk that more jobs will be cut.