Burger wars

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The Burger wars are a series of off-and-on comparative advertising campaigns consisting of mutually-targeted advertisements that highlight the intense competition between hamburger fast food chains McDonald's, Burger King, Wendy's and others in the United States. The term first came into use during the late 1970s due to an attempt by Burger King to generate increased market and mind-share by attacking the size of bigger rival McDonald's hamburgers. By the mid-1980s, the constant spending on advertising began to affect the major players. In 1987, Burger King laid off more than a hundred people from its corporate headquarters in Miami, Florida, while Dublin, Ohio-based Wendy's reported its first quarterly operating loss since its founding in 1969. Conversely, McDonald's operating revenue and profit increased while its market share also grew. Smaller chains, such as Hardee's, worked to keep from getting caught up in the extensive financial brinkmanship by avoiding the expensive ad campaigns...

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