Burger King took out full-page ads in the Chicago Tribune and the New York Times asking McDonald's to call a ceasefire on "Burger Wars." The goal of the operation was to open a pop-up store staffed with employees from both companies to serve the concoction "McWhoppers" for International Peace Day on September 21.
The pop-up store would open in Atlanta, midway between the company headquarters of the two fast food chains.
The McWhopper would be a blend of McDonald's bestseller Big Mac and Burger King's hit burger, the Whopper. The sales proceeds of that day would be directed towards Peace One Day, a nonprofit group which wishes to create awareness about International Peace Day, reported The New York Times.
The International Peace Day was established in 1981 by the United Nations General Assembly, marking the beginning of the peace organization's annual meeting.
The participating employees from both the companies would wear special uniforms. The menu would be a mix of both McDonald's and Burger King fast food favorites. For example, a combination of Big Mac's top bun and Big Mac Sauce with sliced tomatoes on a 4-ounce whopper patty. Other blends of special meals could also appear on the Peace Day menu.
"Corporate activism on this scale creates mass awareness and awareness creates action and action saves lives," said Jeremy Gilley, the founder of Peace One Day.
Burger King's senior vice president for global brand management, Fernando Machado, urged McDonalds to join hands and help "make history and generate a lot of noise around Peace Day" told the New York Times.
In response, McDonald's CEO Steve Easterbrook's Facebook post suggested that the "culinary mash-up" might not happen.
"Inspiration for a good cause... great idea," he wrote.
He added, "We commit to raise awareness worldwide, perhaps you'll join us in a meaningful global effort? And every day, let's acknowledge that between us there is simply a friendly business competition and certainly not the unequaled circumstances of the real pain and suffering of war."
He concluded with a "P.S. A simple phone call will do next time," slamming the doors for "McWhopper" collaboration.
"Proposals like McWhopper make noise," Burger King said in a video on their site.
