No longer will you be putting Heinz tomato ketchup on your Big Mac and fries after it was announced yesterday that the 40 year partnership between McDonald’s and Heinz is to end. The news comes after Heinz employed former CEO of McDonald’s biggest rivals Burger King to lead their operation
Heinz Ketchup was sold in all of the 34,000 stores worldwide but after the company was recently brought out in a £17.3billion takeover by Warren Buffett and 3G Capital with Bernardo Hees the former Burger King CEO was installed at manager. Hees is still a current vice chairman of Burger King which is controlled by 3G Capital.
McDonald’s have claimed that the transition will be a seamless experience, with stores moving to different ketchup supplies over time, rather than a direct stop on all ketchup products. The company have claimed that Heinz had a small percentage of the condiments business globally and it will not have a harmful effect.
McDonald’s released a statement on the end of the partnership saying ““We value the relationship we’ve maintained with Heinz for more than 40 years. We have spoken to Heinz and plan to work together to ensure a smooth and orderly transition of the McDonald’s restaurant business, and are confident that there will be no impact to our business, our customers and our great tasting food at McDonald’s.”
Although this is big news for the company, Northern Media would like to know what you think about the issue. Will it change your mind on choosing McDonald’s and will you move elsewhere to Burger King?
This relationship breakdown shows how having a brand identity and competitors can affect the way you are portrayed and is a positive statement that McDonald’s do not want any connection with Burger King. If your company requires some branding advice or a total re-brand, we can help. For more information, contact Jonathan Scott on firstname.lastname@example.org or call our office on 01924 367105. We love to talk!