The Average Burger King Outlet Earns Half As Much As A McDonald’s. Why?

Competitors McDonald’s and Burger King sell similar food to similar customers, and both use a franchise business model. Yet, on average, a McDonald’s restaurant takes in about twice as much as the average Burger King restaurant. Why is that? Well, for starters, that creepy king mascot of theirs was driving women and children away.

The average McDonald’s earns $2.6 million every year, while the average Burger King takes in $1.2 million. Why is that? What are the other reasons for the disparity?

Off-peak business. Lunch is the peak time for fast food in general, but restaurants are open for most of the day. McDonald’s does more to get business at times that aren’t lunch or even dinner. People love Egg McMuffins, but what’s your favorite Burger King breakfast item? They have a nice breakfast menu, but you probably can’t name any iconic products from it.

There’s a reason why Taco Bell wants to enter the breakfast market, and it’s not because of a profound love of waffles.

Happy Meals. Other fast food outlets offer kids’ meals with toys, but none of them will ever match the marketing power of the Happy Meal.

Yes, the King has been dethroned as Burger King mascot, and a company executive admits that the company’s marketing might have hurt their popularity with… well, Bloomberg Businessweek says that women and children didn’t care for the mascot, but we would argue that the giant puppet character was unpopular with humans.

Efficiency. McDonald’s simply can get more food out the door and serve more customers faster – their recent third drive-thru window innovation helps them herd cars through the line even faster.

Advertising. Nationwide, McDonald’s spends almost ten times as much on advertising. It’s a smaller chain, yes, but all that relentless advertising puts the brand in customers’ minds.

How the Average McDonald’s Makes Twice as Much as Burger King [Businessweek]

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  1. SpeakBob says:

    BK Breakfast has the cinnamon rolls and the last time I was there they also had cheesy potato puffs, but I think that was a limited time thing. As for non breakfast, Onion Rings are the main reason I go to BK over other fast food places.
    For breakfast I will gladly go to McDonalds over any other fast food joint, but for other meals McDonalds is the bottom of the list.

  2. C0Y0TY says:

    I think kids are the driving force for McDonald’s sales. Throughout its history, McDonald’s has marketed heavily toward kids, and when those kids grow up and have kids, their first thoughts to placate the kids are to bring them to McDonald’s. They’ve bred their own customer base. The King is no match for Ronald and the McDonaldland population.

  3. jdgr says:

    I used to prefer Burger King’s croissan’wich (because of the croissants instead of just biscuits for the breakfast sandwiches), but I had so much bad service at ones all over that I just stopped going. (The King didn’t help me matters or make me want to start going back. He was just…disturbing.)

    • Seli says:

      Yeah, the hubby prefers the Croissan’wich too.. but you’re right, the service at BK during breakfast is HORRIFIC.

  4. Sizlack668 says:

    I don’t like BK’s fries, their burgers are ok, and breakfast is decent. Just never been a big fan of them. And I agree with jdgr…the king is very disturbing.
    Also, bring back the Grimace!!!