Does Publishing an Open Letter to Your Competition Work?

These days, “open letters” seem to be all the rage, whether in social activism, or in marketing. Within the competitive world of quick-serve restaurants, there has been a longstanding debate about whether to address the competition head-on, calling out their flaws, or to simply let your own product do the talking and stand alone. These days, it seems that more and more are doing the former – with the most prominent example being a letter from Burger King calling out McDonald’s.

Key Takeaways:

  • Lately, we’ve been hearing a lot about “open letters” from businesses towards their competitors.
  • This completely averts the traditional stance of letting your own product simply speak for itself.
  • But, does it work? Well, as is usually the case, the answer is “It depends”.

“Open letters traditionally are paid advertisements in publications, but they’re also popping up as online statements or in news releases.”

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