A few weeks ago, McDonalds installed a rather large and ludicrous (pretty entertaining) billboard in France that displayed absurdly lengthy driving directions to the nearest Burger King drive-thru. The point, of course, was that McDonald's was just 5 kilometers away from that particular location and is always close by when you need it, while Burger King isn't. In this instance it was 258 km away.
We've been waiting to see a response from Burger King to the stunt. And here it is—a new video that shows the McDonald's billboard, and how one couple driving past it apparently reacted. Burger King comically turned the issue from one of simple availability into one of exclusivity. While freely acknowledging that it has fewer locations, Burger King is flattering its customers by suggesting they have better taste and are willing to go farther, quite literally, for their food.