Buzz
Fast food chains have repeatedly demonstrated that their marketing genius and consistent quality can generate billions in revenue. However, even these industry leaders occasionally falter under the pressure of their own dominance. Here are ten instances where beloved fast food brands struggled to bounce back from ill-fated marketing strategies.
10. Burger King Attempts to Replicate McDonaldland
Ronald McDonald and his crew have been captivating children for generations, encouraging them to dine at McDonald’s, enjoy a toy with their meal, and, eventually, face the consequences of unhealthy eating. Since its launch in the 1970s, McDonaldland has seen many changes but has remained a beloved concept. For a time, Ronald, the Hamburglar, and the Early Bird faced competition from Burger King’s attempt to create its own magical kingdom, a rival to McDonaldland.
McDonaldland debuted in 1971 and swiftly became a hit among children. Eager to capitalize on this success, Burger King introduced its own version, branding it as a Kingdom. Launched in 1976, the Burger King Kingdom featured a cast of unique characters. The Burger King, a monarch with magical abilities, took the place of Ronald McDonald. Other characters included a skeptical Duke, a robot wizard specializing in French fries, and Sir Shake-a-lot, a knight adorned with armor crafted from Burger King cups.
Although both fast food chains drew inspiration from children’s shows like H.R. Pufnstuf, McDonald’s had already captured the hearts of most kids by the time the Kingdom emerged. Coupled with McDonald’s dominance as the world’s leading fast food chain, the Burger King stood little chance against Ronald McDonald’s superior marketing strategy. The unsettling commercials likely didn’t help the Kingdom’s cause either.
Thankfully for children everywhere, the Kingdom surrendered in 1980, paving the way for less eerie marketing campaigns. However, the King made a comeback in 2003, appearing in Burger King ads aimed at adults, reigniting memories for those who found him unsettling in the ’70s. Today, he continues to appear in advertisements, unsettling a new generation.
9. McDonald’s and the 1984 Olympic Games
For the 1984 Olympics, McDonald’s devised a clever promotion. They offered a Big Mac, fries, or a Coke for every gold, silver, or bronze medal the US secured. By tying the rewards to events where the Soviet Union excelled, McDonald’s assumed they would rarely have to give out prizes.
However, things didn’t go as planned. Due to the US and other nations boycotting the 1980 Moscow Olympics in response to the Soviet invasion of Afghanistan, the Soviet Union and Eastern Bloc countries retaliated by boycotting the 1984 Olympics. With their strongest competitors absent, the US unexpectedly dominated events they typically struggled in. This left McDonald’s, which had distributed scratch-off cards for events dominated by the Soviets, scrambling to fulfill millions of dollars’ worth of free food, causing widespread shortages.
8. McPizza
In the late 1980s, McDonald’s aimed to expand its appeal by introducing a dinner menu for customers who might dine there three times a day. They launched a range of Italian-inspired dishes, including lasagna, spaghetti, and the McPizza. To accommodate this, many locations were equipped with costly pizza ovens.
However, McDonald’s overlooked critical research. Their fixed sale times for menu items became a major flaw—many dishes were only available after 4 PM. Additionally, longer cooking times for certain foods resulted in excessive wait times, eliminating the fast from fast food. Faced with these challenges, the McPizza and its companions were phased out by the early ’90s.
7. Burger King’s Table Service Experiment
In the 1990s, Burger King attempted to attract more customers with two bold moves that nearly drove the company to bankruptcy: an MTV-inspired ad campaign and converting restaurants to sit-down dining after a certain hour. This upscale approach failed to resonate with most customers, who simply wanted a quick, convenient meal.
By attempting to elevate Burger King’s image with tablecloths, waiters, and popcorn as an appetizer, the chain alienated many of its patrons. Although initially popular among some singles, the concept was abandoned by 1993. Burger King should take a lesson from its failed fast food ideas—mimicking competitors doesn’t guarantee success!
6. Hula Burger
In the early 1960s, Ray Kroc, the founder of McDonald’s, faced a challenge. Many of his restaurants saw a decline in sales on Fridays due to Catholic fasting traditions. His solution? A burger that replaced meat with pineapple.
However, this idea didn’t appeal to many customers, especially when Friday fish fries were already a popular tradition in churches. When a McDonald’s franchise owner in Cincinnati argued that his burger, featuring fish, was superior, the competition began. Soon, McDonald’s locations across the country started offering the Fish Filet, which quickly overshadowed the pineapple burger. The Hula Burger was discontinued in less than a year.
5. McDLT
The McDLT was McDonald’s take on a BLT-style sandwich, designed to keep the meat hot and the vegetables cool. It came in a large Styrofoam container, with the hot patty on one side and chilled tomatoes and lettuce on the other. The concept was so unique that McDonald’s even patented it, anticipating widespread imitation.
Despite a massive marketing campaign featuring a pre-Seinfeld George Costanza, the McDLT flopped due to complaints about the wasteful Styrofoam packaging and the overall impracticality of the idea. The product was quickly discontinued.
4. Arch Deluxe
In 1996, McDonald’s aimed to attract older adults who typically avoided the chain due to its kid-centric image. They launched a $300 million campaign to promote Deluxe menu items, including the Arch Deluxe, alongside the unsettling mascot Mac Tonight.
When research revealed the Deluxe line was failing, McDonald’s launched a bizarre ad campaign. This included placing a coupon for a free Arch Deluxe over a child’s mouth and showing Ronald McDonald dancing in a nightclub. The campaign failed to resonate with any audience, and by 1997, the Deluxe line was discontinued.
3. Taco Bell Dog
The Taco Bell Chihuahua debuted in 1997 ads and quickly gained popularity. However, it was soon criticized for perpetuating Mexican stereotypes, leading to a decline in revenue. Many Hispanics avoided the restaurant due to the offensive nature of the ads, despite the campaign’s popularity among other groups.
The campaign ended in 2000 after Hispanic advocacy groups pressured Taco Bell to remove the controversial character. Three years later, the original creators sued Taco Bell for not compensating them for their work. The jury awarded them forty-two million dollars.
2. Bell Beefer
From the 1970s to the 1980s, Taco Bell served the Bell Beefer—a creation featuring taco meat stuffed into a hamburger bun. Despite its unconventional look, it was initially well-liked. However, health officials criticized its nutritional value, which was notably poor even by Taco Bell standards. Additionally, the sandwich often fell apart due to its messy ingredients, leading to numerous customer complaints. Faced with these issues, Taco Bell eventually discontinued it.
1. Wendy’s Superbar
Starting in 1988, Wendy’s launched not one, not two, but three distinct buffet bars in all its locations. Featuring Salad, Italian, and Mexican options, Wendy’s aimed to attract a broader audience. Surprisingly, the concept was a hit, drawing crowds eager to enjoy the variety.
Despite its initial success, challenges soon emerged. Offering three separate buffet options in close proximity proved unappetizing for many customers. Additionally, the extra workload for staff in maintaining the buffets significantly increased wait times. By 1998, the superbar was discontinued.
