ered important in the growth of the company, and Burger King was the fist fast-food chain to introduce dining rooms to give customers a chance to eat inside. Drive-thru service was introduced in 1975 and now accounts for 60 percent of the business ("Burger King" www.burgerking.com).
Competition in this segment of the market is fierce, with a number of competitors seeking a larger share of the market, which is currently dominated by McDonald's. Nearly all of the competitors use similar public relations tie-ins with some product or another. In addition, each company competes in terms of their own specific products as well. The marketing mix for McDonald's has long been effective, with television ads creating a certain image for the company, with menu items that fit with that campaign, and with an aura of service and quality that sustained the company. That mix has encountered problems in recent years because the company is sending different messages, trying to re
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