- The fast food marketing arms race is taking a strange turn.
- Burger King Thailand has released a 100 patty burger that costs almost $300.
- The burger is the natural conclusion of more than 50 years of trying to achieve the motto, “make it your way.”
Burger King has practically been marinated in the spirit of competition since day one.
The brand entered the world just a year before McDonald’s, the company that would become its archnemesis.
Initially, Burger King’s slogan “have it your way” was a playful nod to its main selling point compared to rival McDonald’s. After all, Burger King offered the freedom to customize your Whopper in any number of ways.
But as the fast food scene becomes more cluttered and competitive, brands are pulling out all the stops to stand out, and in the growing fast food arms race, old slogans are no longer enough. That’s how, 69 years after the founding of Burger King, we find ourselves staring a monstrous 100-patty burger straight in the face.
Read on for a quick look at how Burger King’s gimmick marketing machine went into overdrive.
1954: There is Burger King was established. The world is a simpler place.
1974: Burger King rolled out the now famous slogan.
2009: Burger King introduces the option to have your friends make a burger through the “Voice Sacrifice,” an app that lets you sacrifice – delete – 10 Facebook friends for a free Whopper. All sacrifices are reflected in your activity feed, so everyone knows who you destroyed for a Whopper.
2012: Burger King of Brazil secret customer photos so he can print their faces on Glorious folders. Each burger is truly unique and a little creepy too.
July 2023: Burger King Thailand He unleashes the “Real Cheeseburger” on the worldcontaining twenty slices of cheese and nothing else between two buns.
July 2023: My colleague Marielle Descalsota tests the 20 slice cheese burger and she quickly wished she hadn’t.
July 2023: A week after the debut of the real cheeseburger, the Thai chain emerges by releasing the Real Meat Burger, a vegetarian nightmare that is nothing but patties. Its 100-patty version costs 10,039 baht, or about $290. A food blogger in Bangkok shared a video of himself ordering the burger, and it’s worth noting that he came from the experience saying he thinks “Five to 10 patents is the perfect size.”
So there you have it – the culmination of years of growing efforts. And to think that things started so innocently, with “have it your way” just meaning “Keep the pickles, keep the lettuce, special orders don’t bother us.”
And while Burger King may have the spotlight right now, the competition is tougher than ever. Let’s not forget the Grimace Shake, which recently sparked a TikTok trend of users filming theirs McDonald’s purple-fueled fainting spellsor Pizza toppings originated by Pizza Hut Taiwan that dared to pair squid with Oreos.