The category that we chose to dissect was fast food burger chain restaurants. Through common sense, we deduced that McDonald's was top dog. We were able to rule out the reasons for this fairly easily. For one thing, McDonald's is known for being the cheapest of the cheap. They pride themselves on their infamous "dollar menu," where a variety of food ranging from burgers to drinks, can be purchased. Not only is the food incredibly cheap, it is also very fast (which is always a good thing in the fast food business.) We also realized it was their great approach to media which made them the front runner. I mean, Ronald McDonald is undoubtedly an iconic character. He even had a movie series that incorporated a set of trademarked McDonald characters such as the famous Hamburgler! It's safe to say that these series stuck with me through out my childhood. Childhood is actually another top reason McDonald's is the top dog - they know how to connect with childhood. McDonald's were the first chain to revolutionize the kids meal, toy and all. These are just a few reasons McDonald's is the big boss today.
What we also looked into was what McDonald's were competing against. At first, we thought it would be In N' Out. Why? We were only thinking in current terms and just because it's a few people's favorite nowadays, we assumed it would be McDonald's top competitor. But we assumed wrong. The reason being for this is that it's fairly new compared to the other brands, it only usually has restaurant chains on the West Coast. So, after realizing this, we came to the conclusion that Burger King was the next competitor, and we were correct. The reason being for this is with the similarities it has with McDonalds. Burger King's mascot is also quite iconic. The guy with the Big King head surely stands out in the mind. The crowns they offer are also quite memorable. Third in line is Wendy's, but to sum it up McDonald's is the one who has the last bite every time.
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