McDonald's has to be the all-time biggest rivalry in fast food, and I would even say among the biggest rivalries in any industry.

麥當勞一定是快餐業有史以來最大的競爭對手，我甚至可以說是所有行業中最大的競爭對手之一。

First off, even though they have been direct competitors going back to the 1950s, McDonald's has always been bigger.

首先，儘管它們早在 20 世紀 50 年代就是直接競爭對手，但麥當勞的規模一直更大。

They are like the original fast food icon as far as the system we know today, and no other hamburger place has ever even had a realistic chance of catching up to them.

就我們今天所熟知的快餐系統而言，他們就像是最初的快餐標誌，其他漢堡包店甚至都沒有機會趕上他們。

But Burger King has traditionally been the closest.

但漢堡王歷來是最接近的。

The standings are typically McDonald's sitting their way in the lead, with Burger King at a distant second.

在排行榜上，麥當勞一馬當先，漢堡王遙遙領先。

Number three, by the way, is usually Wendy's, though in 2012 they did briefly surpass Burger King in sales to take over that number two spot, so Wendy's has been a part of all this as well in different ways, but the rivalry there isn't quite as extensive as the other two.

順便提一下，排名第三的通常是溫迪，不過在 2012 年，溫迪的銷售額確實短暫超過了漢堡王，佔據了第二的位置，是以溫迪也以不同的方式參與了這一切，但競爭並不像其他兩家那麼激烈。

Really, since McDonald's has always been so far ahead, most of the story here is about different ways that Burger King has been trying to catch up to them.

實際上，由於麥當勞一直遙遙領先，這裡的大部分故事都是關於漢堡王試圖追趕麥當勞的各種方法。

So, for this video, I'm going to try to tell the story of Burger King while highlighting ten notable examples from over the years where they attempted to gain ground on McDonald's by either following their lead or even by publicly attacking them, starting at the very beginning in 1953 with McDonald's being a founding influence.

是以，在這段視頻中，我將嘗試講述漢堡王的故事，同時重點介紹漢堡王多年來試圖通過效仿麥當勞，甚至公開攻擊麥當勞的十個著名案例。

See, that year, Keith Kramer teamed up with his father-in-law, Matthew Burns, to open a fast food restaurant in Florida.

那一年，基思-克萊默與岳父馬修-伯恩斯合作，在佛羅里達州開了一家快餐店。

It was centered around this new cooking device that they really believed in called the Insta Burger King.

它的核心是一種他們深信不疑的新型烹飪設備，名為 "Insta 漢堡王"。

The reason it's on my list here is because it is believed that they got the idea of starting a fast food restaurant after seeing the success of the original McDonald's.

之所以把它列在我的名單上，是因為據說他們是在看到最初的麥當勞取得成功後，才萌生了開快餐店的想法。

I have to point out that this was before Ray Kroc when McDonald's was still completely unknown outside of Southern California, so the fact that they were already influencing a new restaurant opening on the other side of the country in Florida, I think is pretty amazing.

我必須指出，那是在雷-克洛克之前，麥當勞在南加州以外的地區還完全不為人知，所以他們已經影響到了在美國另一端的佛羅里達州新開的一家餐廳，我認為這是非常了不起的。

Even at this early stage, Burger King was following the lead of McDonald's, or should I say, Insta Burger King, which did grow into a chain and even introduced the iconic Whopper before experiencing financial difficulties in 1959.

即使在這個早期階段，漢堡王也在效仿麥當勞，或者應該說是 Insta Burger King，後者在 1959 年遭遇財政困難之前，確實發展成為了一家連鎖店，甚至推出了標誌性的 Whopper。

And that leads me to the next item on my list, franchising.

這就引出了我清單上的下一個項目，特許經營。

James McLemore and David Edgerton were classmates at Cornell University that for the past five years had been franchisees of Insta Burger King.

James McLemore 和 David Edgerton 是康奈爾大學的同學，在過去的五年裡，他們一直是 Insta Burger King 的加盟商。

Well, in 1959, they were able to take advantage of the company's poor condition and buy it from those original founders, and from that point, started making a bunch of positive changes.

1959 年，他們利用公司經營不善的機會，從最初的創始人手中買下了公司，並從此開始了一系列積極的變革。

Getting rid of that Insta broiler, replacing it with their now famous Flame broiler, and of course, getting rid of the Insta from the name as well and just calling it Burger King.

他們取消了 Insta 烤箱，取而代之的是現在著名的 Flame 烤箱，當然，名字中也去掉了 Insta，直接叫漢堡王。

But maybe most importantly, they implemented this aggressive franchising program.

但也許最重要的是，他們實施了這項積極的特許經營計劃。

Now, McDonald's is famous for the way that they used a franchising model to effectively grow the chain by essentially having outside people pay McDonald's to open and operate new locations.

現在，麥當勞因其使用特許經營模式有效發展連鎖店而聞名，這種模式基本上是由外部人員付錢給麥當勞，讓麥當勞開設和經營新的分店。

Many fast food restaurants were influenced by this, including Burger King, but in a much different way.

包括漢堡王在內的許多快餐店都受到了這一影響，但影響的方式卻大不相同。

McDonald's was very careful about it, paying close attention to each individual franchisee, forcing each location to wear the same uniform, serve the same food, have the same prices, they forced everything to be extremely similar between locations, and that way, it didn't matter which McDonald's you went to, you would be getting the same experience.

麥當勞對此非常謹慎，密切關注每一個特許經營者，強迫每個分店都穿同樣的制服，提供同樣的食物，擁有同樣的價格，他們強迫分店之間的一切都極其相似，這樣，無論你去哪家麥當勞，都會獲得同樣的體驗。

Not quite the case with Burger King.

漢堡王就不完全是這樣。

In an effort to grow quickly, they made agreements that sacrificed control.

為了快速發展，他們簽訂了犧牲控制權的協議。

The main idea was that the franchisee would buy the rights to open Burger King's in a specified territory, and once they held those rights, they could pretty much do whatever they wanted.

當時的主要想法是，特許經營者購買在指定地區開設漢堡王的權利，一旦擁有這些權利，他們幾乎可以為所欲為。

Meaning, throughout the 1960s well into the 1970s, unlike McDonald's, most Burger King's were very different from each other.

也就是說，在整個 20 世紀 60 年代到 70 年代，與麥當勞不同，大多數漢堡王的店面都大相徑庭。

There was no consistent image, and the customers had no idea what to expect when they went to a new one.

沒有統一的形象，顧客去新店時也不知道會遇到什麼情況。

Which predictably proved to be an issue that was addressed by their new owners, Pillsbury.

可以預見的是，他們的新主人皮爾斯伯裡公司已經解決了這個問題。

In 1967, when there were 274 very different Burger King's in operation, they were sold to Pillsbury for 18 million dollars.

1967 年，當時有 274 家風格迥異的漢堡王在經營，他們以 1800 萬美元的價格賣給了 Pillsbury。

I realize that might sound strange, but this deal was the start of this whole thing, where Pillsbury and their main competitor, General Mills, became heavily involved in the restaurant industry.

我知道這聽起來可能很奇怪，但這筆交易是整個事件的開端，皮爾斯伯裡和他們的主要競爭對手通用磨坊公司（General Mills）開始大量涉足餐飲業。

I have other videos about it if you want more details, but back to my list.

如果你想了解更多細節，我還有其他相關視頻，但還是回到我的清單上來吧。

Getting away from franchising for a minute, in 1974, Burger King introduced, Have It Your Way, a famous McDonald's campaign that was introduced earlier in that same year.

拋開特許經營不談，1974 年，漢堡王推出了 "隨心所欲"（Have It Your Way），這是麥當勞在同年早些時候推出的一項著名活動。

You probably know it, it was a jingle about the ingredients on their Big Mac, two all beef patties, special sauce, that whole thing.

你可能知道，這是一首關於巨無霸漢堡配料的廣告歌，兩個全牛肉餅，特製醬汁，就是這些。

It kind of goes back to how everything was so uniform at McDonald's.

這有點像麥當勞的一切都千篇一律。

That song was listing what you would get on a Big Mac, so Burger King tried to expose that as a negative.

這首歌列出了巨無霸上的內容，是以漢堡王試圖將其作為負面內容曝光。

You know, trying to seem superior by advertising how if you go to Burger King, you can customize your orders your way.

你知道，為了顯得高人一等，他們會大肆宣傳，如果你去漢堡王，你就可以按照自己的方式點餐。

Their campaign even featured their own catchy song, hold the pickle, hold the lettuce, special orders don't upset us, I'm singing way too much in this video.

他們的宣傳活動甚至採用了自己朗朗上口的歌曲："拿著泡菜，拿著生菜，特殊訂單別讓我們不高興，我在視頻裡唱得太多了。

They only used that campaign for a few years though, because they felt that it also reminded the customers of the wait times at Burger King from all of those customized orders.

不過，他們只使用了幾年，因為他們覺得這也會讓顧客想起漢堡王的那些定製訂單的等待時間。

But they did bring it back, because after all that time, they still considered it to be their most memorable slogan.

但他們還是把它帶了回來，因為經過這麼長時間，他們仍然認為這是最令人難忘的口號。

Alright, back to my list, in 1977, Donald Smith was a senior executive at McDonald's that was lured away by Burger King when they hired him as their new president and CEO.

好了，回到我的名單上來，1977 年，唐納德-史密斯是麥當勞的一名高級管理人員，漢堡王聘請他擔任新的總裁兼首席執行官時，他被漢堡王吸引走了。

And then he replaced most of Burger King's management team with people from McDonald's, who then worked together to implement changes to make the company operate much more like McDonald's.

然後，他用麥當勞的員工替換了漢堡王管理團隊的大部分成員，並與他們一起實施改革，使公司的經營更像麥當勞。

Probably the biggest part of it was making the restaurants more similar to each other.

其中最重要的部分可能是讓餐廳之間更加相似。

They created stricter franchising agreements, conducted unscheduled checkups of how they were operating things, the company even took control of some of those franchises.

他們制定了更嚴格的特許經營協議，對他們的經營情況進行不定期檢查，公司甚至控制了其中一些特許經營店。

Aside from the uniformity, they worked toward introducing a breakfast menu, similar to what McDonald's had recently done, and implemented some new cooking methods that were also similar to McDonald's.

除了統一之外，他們還努力推出早餐菜單，與麥當勞最近的做法類似，並採用了一些新的烹飪方法，也與麥當勞類似。

By the 1980s, the changes were showing positive results, and that is where the rivalry really started heating up.

到了 20 世紀 80 年代，改革取得了積極的成果，雙方的競爭也從那時開始進入白熱化階段。

In 1982, McDonald's actually sued Burger King for some of their advertising claims.

1982 年，麥當勞實際上起訴了漢堡王的一些廣告主張。

It all started with a Burger King commercial for that year, coincidentally starring actress Sarah Michelle Gellar when she was 5 years old.

這一切都源於漢堡王當年的一個廣告，巧合的是，女主角莎拉-米歇爾-蓋拉（Sarah Michelle Gellar）當時只有 5 歲。

That one stands out because it was the first time either one of these two restaurants had ever mentioned each other by name in a commercial.

這則廣告之所以引人注目，是因為這是兩家餐廳第一次在廣告中提到對方的名字。

They made comparisons about the size of the burgers and how they were cooked, followed by other commercials with other claims involving taste tests, the specifics of which were challenged in the lawsuit that was ultimately settled.

這些廣告對漢堡的大小和烹飪方式進行了比較，隨後又播放了其他廣告，聲稱進行了其他口味測試，這些測試的具體內容在訴訟中受到質疑，最終達成和解。

But Burger King did get a lot of exposure from it, and it sparked these burger wars in the 1980s.

但漢堡王確實是以獲得了大量曝光，並在 20 世紀 80 年代引發了漢堡大戰。

These wars started heating up again 2 years later, when McDonald's introduced the McDLT.

兩年後，當麥當勞推出 McDLT 時，這些戰爭又開始升溫。

It was pretty much their response to the Whopper, with a bit of a twist, of course.

這幾乎是他們對 Whopper 的迴應，當然也有一些曲折。

It was served in this special styrofoam container, with the food separated in two different sections, in an attempt to keep the hot side hot, and the cool side cool.

食物放在一個特製的泡沫塑料容器中，食物被抽成兩個不同的部分，目的是讓熱食保持熱度，冷食保持涼爽。

It really just seems like a gimmick to me.

在我看來，這只是一個噱頭。

It was discontinued after less than a decade, I believe because of the negative impact that container was having on the environment, but this one does stand out as being one of the few times McDonald's was responding to Burger King.

我相信這是因為貨櫃對環境造成的負面影響，但它確實是麥當勞為數不多的迴應漢堡王的產品之一。

But I still have it on this list, because Burger King addressed it with commercials directly talking about McDonald's and their McDLT, attempting to convince the viewer that the Whopper is superior.

但我還是把它列在了這個名單上，因為漢堡王在廣告中直接談到了麥當勞和他們的 McDLT，試圖讓觀眾相信 Whopper 更勝一籌。

So even though Burger King may have been the original in this case, they still took the opportunity to publicly insult McDonald's.

是以，儘管漢堡王可能是這件事的始作俑者，但他們仍然藉機公開侮辱麥當勞。

I think this next one is kind of funny.

我覺得下一個問題很有趣。

The Bigger Whopper.

更大的 Whopper

Only a year later, Burger King increased the size of their Whopper just slightly to 4.2 ounces, technically making it bigger than the Quarter Pounder over at McDonald's.

僅過了一年，漢堡王就把 Whopper 的尺寸略微增大到 4.2 盎司，從技術上講，它比麥當勞的 Quarter Pounder 更大。

And you better believe that they spent 30 million dollars on an advertising campaign telling the public all about it.

你最好相信，他們花了 3 千萬美元進行廣告宣傳，告訴公眾這一切。

This commercial right here went as far as to have two fast food employees crying that were meant to represent McDonald's and Wendy's upset about how their burgers were now comparatively smaller.

這個廣告竟然讓兩個快餐店的員工哭了起來，這兩個員工分別代表麥當勞和溫迪，因為他們的漢堡變小了而感到不安。

I mean, this was some pretty aggressive advertising.

我的意思是，這是一些非常積極的廣告。

However, that campaign wasn't at all successful, nor were any of them really at that point.

然而，這場運動並不成功，當時也沒有人真正成功。

They even had the strange one called Where's Herb about this guy who had never had a Whopper before.

他們甚至還有一個奇怪的節目，叫做 "香草在哪裡"，講的是一個從來沒吃過 Whopper 的人的故事。

I don't know.

我不知道。

But toward the end of the 1980s, Burger King wasn't doing too well because I think anyone would agree that McDonald's was the one to come out ahead in these burger wars.

但在 20 世紀 80 年代末，漢堡王的日子並不好過，因為我想任何人都會同意，麥當勞才是這些漢堡大戰中的佼佼者。

In 1989, all of Pillsbury was bought by Grand Metropolitan, who was a very large British company mostly known for their involvement in the liquor business.

1989 年，皮爾斯伯裡公司被 Grand Metropolitan 全資收購，後者是一家非常大的英國公司，主要以經營酒類業務而聞名。

It was this messy takeover where Pillsbury was actually trying to divest Burger King as a way to prevent it from happening.

在這場混亂的收購中，皮爾斯伯裡實際上是想剝離漢堡王，以防止收購發生。

But it did happen, and less than a decade later, that company merged with Guinness to create this really big liquor company called Diageo.

但它確實發生了，不到十年後，這家公司與健力士合併，創建了這家名為帝亞吉歐的大型酒業公司。

During the 1990s, under their ownership, the primary strategy they implemented for Burger King was to improve their menu, dropping a bunch of lower-selling items, making the higher-selling ones bigger and better tasting, and introducing new ones.

20 世紀 90 年代，在他們的主導下，漢堡王實施的主要戰略是改進菜單，放棄大量銷量較低的產品，將銷量較高的產品做得更大更美味，並推出新的產品。

The two biggest introductions of the 1990s were the BK Broiler in 1990, but more relevant here would be the Big King in 1997.

20 世紀 90 年代最重要的兩款新產品是 1990 年的 BK Broiler，但與此更相關的是 1997 年的 Big King。

This right here, without a doubt, was their long-awaited response to the Big Mac.

毫無疑問，這就是他們對巨無霸期待已久的迴應。

It doesn't have that extra bun in the middle, but the rest of the ingredients are pretty much the same.

它中間沒有多餘的麵包，但其他配料基本相同。

It was originally tested as the Double Supreme, but of course, when it was launched nationally, it was given the name Big King, I would assume to remind people of the Big Mac.

它最初的測試名稱是 "雙至尊"，當然，在全國範圍內推出時，它被命名為 "巨無霸"，我想這是為了讓人們聯想到巨無霸。

When it was introduced, again, the commercials directly mentioned McDonald's, attempting to convince the viewer that the Big King is superior by pointing out how it's like a and has 75% more beef.

在推出 "大胃王 "時，廣告再次直接提到麥當勞，試圖讓觀眾相信 "大胃王 "更勝一籌，指出 "大胃王 "的牛肉比麥當勞多 75%。

And then, to go along with this, another major menu change just a few months later was when they introduced their new fries.

幾個月後，他們又推出了新的炸薯條，這是對菜單的又一次重大調整。

I guess they started treating them with potato starch, and that somehow forms a crispy coating, I don't know how it works, but they introduced them with a big 70 million dollar advertising campaign that included the cost of licensing Mr. Potato Head, that was mostly centered around how the new fries were better than the fries at McDonald's.

我猜他們開始用馬鈴薯澱粉處理薯條，不知怎麼就形成了一層脆脆的塗層，我不知道它是怎麼起作用的，但他們在推出薯條時進行了一場耗資 7000 萬美元的大型廣告宣傳活動，其中包括授權馬鈴薯頭先生的費用，主要圍繞新薯條如何比麥當勞的薯條更好。

The crispy new Burger King fries beat McDonald's fries in a nationwide taste test.

在一次全國範圍的口味測試中，漢堡王的脆皮新薯條擊敗了麥當勞的薯條。

All of this did appear to help Burger King gain some ground on McDonald's, but it wasn't very much, and it was short-lived anyway.

所有這一切似乎都幫助漢堡王在麥當勞面前取得了一些優勢，但優勢並不是很大，而且也很短暫。

From there, Burger King has gone through a bunch of management and ownership changes.

從那時起，漢堡王經歷了一系列管理和所有權變更。

In 2002, they were sold to Texas Pacific Group for 1.5 billion dollars so Diageo could better focus on their core business.

2002 年，他們以 15 億美元的價格賣給了德州太平洋集團，這樣帝亞吉歐就能更好地專注於自己的核心業務。

Four years later, they became publicly owned.

四年後，它們變成了公有制。

Four years after that, they were bought by 3G Capital, a private equity firm, for over 3 billion dollars, and four years after that, they merged with Tim Hortons to create Restaurant Brands International.

四年後，他們被一傢俬募股權公司 3G Capital 以超過 30 億美元的價格收購，四年後，他們又與 Tim Hortons 合併，成立了 Restaurant Brands International。

Going back to the list, the final thing I want to mention is the McWhopper.

回到清單上，我最後要提到的是 McWhopper。

Maybe you remember this one, because it happened in 2015.

也許你還記得這個，因為它發生在 2015 年。

Burger King took out these full-page ads in the Chicago Tribune and the New York Times, asking McDonald's to join up with them.

漢堡王在《芝加哥論壇報》和《紐約時報》上刊登了整版廣告，要求麥當勞加入他們的行列。

They wanted to team up to open a restaurant for one day in Atlanta, which is between the two companies' headquarters, and sell a burger that was a mixture of the Big Mac and the Whopper.

他們希望聯手在兩家公司總部之間的亞特蘭大開一家餐廳，銷售一種巨無霸和 Whopper 混合漢堡。

It would have been for charity, they wanted it to be an international day of peace, seemingly as a gesture of good faith, ending this feud between them.

這本來是為了慈善事業，他們想把這一天定為國際和平日，似乎是為了表示誠意，結束他們之間的恩怨。

Probably again more of a gimmick than anything, but none of it matters anyway, because McDonald's wasn't interested, none of it ever happened, so I suppose the rivalry continues.

這可能又是一個噱頭，但不管怎樣，這都不重要，因為麥當勞不感興趣，這一切都沒有發生過，所以我想競爭還在繼續。

Let me know in the comments, what do you think of Burger King, and how do they compare to McDonald's?

請在評論中告訴我，您認為漢堡王怎麼樣，與麥當勞相比又如何？

Which one do you prefer to go to, which one has the better food, which company is better?

您更喜歡去哪一家，哪一家的食物更美味，哪一家公司更好？

Obviously, McDonald's has been the more significant one, but Burger King has done some notable things to make their own mark as well.

顯然，麥當勞是最重要的一家，但漢堡王也做了一些值得注意的事情，打下了自己的烙印。

To me, it seems unlikely, but do you think Burger King will ever pull ahead, or maybe even fall behind Wendy's again?

在我看來，這似乎不太可能，但你認為漢堡王會再次超越溫迪，甚至落後於溫迪嗎？

And any other thoughts you have about Burger King, McDonald's, or anything else I talked about in this video, leave them in the comments.

如果您對漢堡王、麥當勞或我在視頻中談到的其他任何事情有任何想法，請在評論中留言。

I'd like to hear what you have to say.

我想聽聽你的意見。

Thank you for watching.

感謝您的收看。