McDonald's vs Burger King

Innovation and adaptation are central themes, investigating how McDonald's revolutionized food service with its emphasis on efficiency and how Burger King responded with its own strategies. Readers will discover how the post-World War II economic boom and the rise of car culture acted as catalysts for growth.

The book unfolds chronologically, beginning with the origins of each company and tracing their early struggles. It then examines key periods of growth, comparing their marketing tactics and menu innovations. A significant portion analyzes their international operations, contrasting their approaches to adapting to local markets. The analysis relies on company archives, industry reports, and interviews with former executives.

This book provides a comparative analysis of these two iconic brands, offering valuable insights into their strategies and the challenges of global expansion.