Burger King's Michelin Star Open Letter is a Clever Marketing Campaign
Ellen Smith — September 29, 2020 — Marketing
References: burgerking & mashed
Burger King's Michelin Star open letter has made a case for why a fast food joint deserves to be awarded the highly coveted restaurant award.
Since 1962, Michelin has been handing out stars to restaurants that they deem worthy of the highest of praise. in the food world, it's one of the most honorable and coveted awards, making it incredibly rare to receive. Unsurprisingly, a fast food joint is yet to receive this rating, but that's not stopping Burger King from trying. In an open letter, Burger King states why it believes it deserves to be awarded one of these stars, explaining "How many places does your little red book have that serve exceptional dishes that are on the table in five minutes, and where you don't have to book three months ahead?"
Image Credit: Burger King
Since 1962, Michelin has been handing out stars to restaurants that they deem worthy of the highest of praise. in the food world, it's one of the most honorable and coveted awards, making it incredibly rare to receive. Unsurprisingly, a fast food joint is yet to receive this rating, but that's not stopping Burger King from trying. In an open letter, Burger King states why it believes it deserves to be awarded one of these stars, explaining "How many places does your little red book have that serve exceptional dishes that are on the table in five minutes, and where you don't have to book three months ahead?"
Image Credit: Burger King
Trend Themes
1. Fast Food Innovation - Exploring new ways for fast food chains to elevate their offerings and be considered for prestigious industry awards.
2. Marketing Disruption - Utilizing clever marketing campaigns, like open letters, to create buzz and challenge industry norms.
3. Reimagining Tradition - Redefining what constitutes a Michelin star-worthy dining experience and challenging traditional criteria.
Industry Implications
1. Fast Food Industry - Opportunities for fast food chains to innovate and position themselves as contenders for Michelin stars.
2. Advertising Industry - Creating unique and provocative marketing strategies to disrupt the industry and generate attention.
3. Hospitality Industry - Evolving the concept of fine dining and redefining the criteria for Michelin star-worthy establishments.
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