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The rivalry reached a new height when, following a legal battle, McDonald's lost its trademark on the term "Big Mac" in Europe. Burger King immediately capitalized on this, humorously rebranding their Whoppers as "not Big Macs" across European restaurants.
Social media has transformed Burger King's ability to engage with consumers, utilizing snappy tweets and memes to maintain relevance. Their tweets, ranging from witty jabs at celebrities to cheeky remarks on trending topics, have established the company as not only a fast-food joint but an ally of the internet's absurdity.