Last but not least: Directions
With a small installation on the side of the road, TBWA in France demonstrated the difference between McDonald's and its competitor Burger King.
McDrive restaurants are car-friendly - you don't even have to get out of the car to order (and eat). And if you're lucky, they're even located right on the main road or highway. A Burger King joint somewhere downtown can't compete with that. From a car perspective. Seems logical, but you can also emphasize it again. For example, with ten meter high directions to the competition. Very obliging - especially when the way to your own restaurant is only five kilometers straight ahead. A bitter but nice kick in the shins of the eternal competitor - powered by TBWA\Paris. (hae)
