Burger King has teamed with a string of US burger brands including Denny's, Wayback, Krystal and Giraffas to create a burger together in recognition of World Peace Day tomorrow (21 September).
The collaboration comes after McDonald's rejected Burger King's offer to create the McWhopper, a culinary mashup of both of the two brands most popular products.
But with four chains now on board a Peace Day burger will go on sale tomorrow for one day only at a pop-up up restaurant in Atlanta featuring parts of Denny's Bacon Slamburger, Wayback's Wayback Classic, Krystal's Cheese Krystal, Giraffas' Brutus and Burger King's Whopper. The brands taking part will then make a donation to non-profit organisation Peace One Day.
Burger King said that activity around Peace Day has already help to boost awareness of the cause in the US, which promotes an annual day of global ceasefire and non-violence.
— Burger King (@BurgerKing) September 15, 2015
Fernando Machado, senior VP-global brand management at Burger King said in a statement that despite McDonald's turning down its offer to create the McWhopper, any activity the brand decides to do around Peace Day would be welcomed.
"As far as McDonald's goes, any activity they undertake, whether in partnership with Burger King or on their own, would be incredible, as it will raise further awareness for Peace Day,"
Burger King initially approached its rival in ads placed in The New York Times and The Chicago Tribune today as well as a dedicated website. McDonald's chief executive, Steve Easterbrook to its Facebook page in response and said that the two brands could “do something bigger to make a difference” and added that “the business rivalry between the companies shouldn't be equated to the real pain and suffering of war”.