‘Do you want to be served by a king or as a king?’ That’s what Mc Donalds asked passengers on a giant banner close to the new Burger King in Brussels. Mc Donalds saw the opening of the restaurant of their competition as the perfect opportunity to communicate about their table service, a unique service compared with other fast food chains.
Today’s consumers are more demanding than ever, and right they are. Credibility and relevance are key drivers of brand preference and ultimately business performance.
