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In 1967, a pivotal shift occurred when Pillsbury acquired Burger King for $18 million. Under the guidance of executive Norman Brinker, the franchise underwent significant changes, most notably in standardization. The aim was to ensure a consistent customer experience across all locations. Additionally, a strategic shift towards aggressive marketing against McDonald's began, with Burger King launching campaigns that highlighted the superiority of their offerings—especially their larger burgers.
The ensuing rivalry led to a series of memorable marketing stunts, including the infamous "Whopper Sacrifice" campaign, where users could unfriend people on Facebook to receive a free Whopper. The campaign was humorous, if not slightly diabolical, igniting both laughter and outrage among consumers.