On Wednesday, Burger King gained worldwide media attention when it held out an olive branch to its rival McDonald's, proposing that the two come together to create a McWhopper burger that they would sell in a pop-up store on the United Nations-designated International Day of Peace on 21 September.
Despite setting up a website and placing a number of full-page ads in US newspapers to promote the idea and the benefits it would bring to Peace One Day, the NGO involved in the September celebration, McDonald's turned its rival down with a response chiding it for comparing their rivalry to the pains of war.
An online survey of PRWeek readers opened on Thursday asking who had come out of all this best. As of 3pm UK time Friday, the 422 respondents had declared Burger King the winner of the day.
In total, 46 per cent of respondents answered the question "who came out of this best?" with the option: "Burger King – it was a nice idea and it has made McDonald's come across as grumpy."
Meanwhile, 25 per cent of readers selected "Peace One Day – I'd not really heard of this before, but I have now", slightly more than the 23 per cent who said "McDonald's – the CEO's message of not comparing rivalry to war put its rival in its place".
A further seven per cent selected the option "None of the above – but I do feel hungry now".