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Burger King
Burger King was founded in 1953 in Jacksonville, Florida as Insta-Burger King, adopting its current name in 1954, and the chain built its signature identity around flame-grilling its burgers over an open flame rather than the flat-top griddle method most competitors, including McDonald's, used. The company's introduction of the Whopper in 1957 became its flagship product and one of the most recognized individual fast-food menu items in the industry, and Burger King built much of its marketing identity around direct comparative advertising positioning itself against McDonald's specifically. Burger King's ownership has changed hands numerous times over the decades, eventually becoming part of Restaurant Brands International in 2014 following a merger with Canadian coffee chain Tim Hortons, combining the burger chain under the same corporate umbrella as one of Canada's most significant fast-food brands. Burger King's combination of its distinctive flame-grilling cooking method and its sustained direct competitive marketing rivalry with McDonald's has made it one of the most historically significant fast-food chains in the American burger category.
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Taco Bell
Taco Bell was founded in 1962 in Downey, California by Glen Bell, who had previously operated a series of hot dog and hamburger stands before developing a hard-shell taco recipe and pivoting his business entirely toward Mexican-American fast food. The chain became known for aggressively low pricing on its core menu items and for introducing a stream of novelty menu items over the decades, including the Doritos Locos Tacos, launched in 2012 in partnership with Frito-Lay, which became one of the most successful single product launches in fast-food history by units sold. Taco Bell became part of Yum! Brands alongside KFC and Pizza Hut following PepsiCo's 1997 spinoff of its restaurant division, and the chain has continued positioning itself with youth-oriented, culturally irreverent marketing distinct from more traditionally family-oriented fast-food branding. Taco Bell's combination of its founder's pivot from hot dogs to Mexican-American fast food and its record-setting Doritos Locos Tacos launch has made it one of the most commercially innovative fast-food chains in the industry.
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