Burger King Trolls McDonalds’ by Responding to Customers’ Complaints, Social Media Lights up

by Josh Lanier

Burger King decided to “help” McDonald’s’ by answering customer complaints lodged against the competitor and social media is loving it, Fox News reported. The royal restaurant posted a video on Facebook showing them responding to people upset with McDonald’s’ service and food.

“We waited 2 hours in McDrive,” one customer complained on McDonalds’ social media page. Burger King responded, “Everyone can have a slow day in fast food.”

“We only got one bun in our Big Mac!” screamed another complaint. “A Big Mac convertible. How innovative,” Burger King joked in reply. “Why do you call it a Big Mac when it’s not?” someone wrote. “In their defense … nobody wants a ‘Small Mac'” the response went.

Each reply came with a voucher for a free Whopper, Burger King’s flagship burger. The video ends with comments loving Burger King’s new tongue-in-cheek approach to customer service.


Focusing on customer service

The video, made with Danish ad agency Uncle Grey, is captioned “McDonalds. It’s not spam. We’re just trying to help.”

The ad campaign is intended to highlight Burger King Denmark’s pledge to customer service. They promise to respond to every customer complaint made on its Facebook page within 48 hours, Chicago Business reports.

“Customer service is a big part of the entire guest experience and we haven’t been doing a good enough job in taking care of our guests online,” said Daniel Schroeder, marketing director for Burger King Sweden and Denmark, said in a statement. “When addressing this we realized there are even more burger fans out there that deserve a reply. We did what we can to help out, hoping some flame-grilled Whopper love can help make things better again.”

Many of the comments on the Facebook video say Burger King has thrown down the gauntlet.

“It’s on!” a comment on Facebook said.

Ad Week says Burger King global CMO Fernando Machado has been ratcheting up efforts to gently mock the golden arches since he joined in 2014. He said last year that the key is making sure to not hit below the belt. The point, he said, is to show BK’s fun, lighthearted and self-deprecating personality.