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MEMORIES:
239classiccartooner remembers...i love buger king their fries are the best and their double cheese burgers are so good i rember when ... More »
Posted on 07/12/08
PHOTOS:
"Hold the pickles, hold the lettuce. Special orders don't upset us. All we ask is that you let us have it your way!"
McDonald’s built its empire on toys, tunes, and a man in a clown suit. Burger King built its on burgers. Damn good ones. Whoppers. Stackers. Crown Jewels.
But before the debate rages out of control, let it be known that historically, as well as culturally, Burger King has always been, well, second. The very idea for Burger King came when cofounder James McLamore visited the assembly-line hamburger stand of Dick and Mac McDonald out in sunny San Bernadino, California. Inspired by what, of course, would eventually become McDonald's, McLamore went back to his home on the other side of the country – Miami, Florida – and started a similar restaurant. Insta Burger King opened for business for the very first time on December 4, 1954. Now, over eleven thousand Burger Kings open for business daily in over sixty countries spanning the globe.
But unlike McDonald's, Burger King is franchised, meaning that some ninety percent of them are privately owned and operated. An estimated eleven and a half million people are served daily. Burger King flourished as returning war veterans saw opportunity in franchising and made Burger King the global giant it is today. And ironically enough, Burger King’s contract with the Army and Air Force Exchange Service since the 1980s has ensured that service men and women the world over have access to Whoppers and fries at every base.
But perhaps the most significant aspect to the Burger King legacy is found in the theme repeated through their various advertising jingles:
“Have it your way.”
“Your way, right away.”
“When you have it your way, it just tastes better.”
“We do it like you’d do it!”
“Burger King, where you’re the boss!”
Unlike McDonald's, with its menu of unyielding sandwiches, Burger King made a name for itself with a menu that adapted to the customer. Hold the onion? It’s held. Don’t like pickles? They’re gone. Triple mayo? That’s a little weird, but they’ll do it! Yes, for those who like a little royalty with their burger, McDonald's may be number one, but BK is king.
