Fast food joints are slowly coming to terms with the fact that it is a matter of surviving and not competing against each other amid the COVID-19 pandemic. Likewise, Burger King has taken an unusual step and opted to promote its fierce rivals in the highly competitive industry. The company’s U.K arm is urging customers to order from arch-rivals in a bid to protect the jobs of thousands of people at risk, owing to the lockdowns imposed across Europe.
Burger King Urge
Burger King is urging customers to support local fast food joints, whether burger king or not. In a post on the company’s Uk Tweeter account, the fast-food joint reiterates that they never expected they’d be asking people to do this. However, it is the right thing to do, given that restaurants employing thousands of staff need support at the moment.
The remarks come at a time when the food and hospitality industry are under immense pressure in the U.S and Europe. A second wave of coronavirus infection has triggered a wave of restrictions and lockdowns, affecting the business landscape.
Restaurant Joints Uncertainty
British Prime Minister Boris Johnson has already imposed a new one-month long lockdown in England. The move is expected to further devastate the food industry on limiting restaurant operations. Under the new restrictions, restaurants will have to shutter dine-in services, putting thousands of jobs at risk.
The new restrictions are a harrowing reality for an industry that has struggled a great deal amid the social distancing policies put in place to curb the spread of the deadly virus. While most restaurants are yet to recover from the first wave, the second wave threatens to strain operations significantly.
A number of restaurants have already closed shop, with others likely to go under as the business environment remains untenable. In a bid to stay afloat, a number of fast-food hints have resorted to offering drive-thru services in a bid to try and maintain some traffic.