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Wendy's
Wendy's was founded in 1969 in Columbus, Ohio by Dave Thomas, who named the restaurant after his daughter Melinda Lou "Wendy" Thomas, and the chain built its early differentiation around square-shaped, fresh (never frozen) beef patties rather than the round patties most competitors used. Thomas became one of the most recognizable fast-food founders in American advertising history, personally starring in more than 800 commercials for the chain over more than a decade, an unusually direct and sustained founder-as-spokesperson advertising strategy. Wendy's became particularly known for its 1984 "Where's the Beef?" advertising campaign, featuring an elderly woman questioning a competitor's undersized burger patty, which became one of the most culturally referenced advertising slogans of the 1980s and entered broader American popular vocabulary well beyond fast-food marketing. Wendy's combination of its founder's unusually personal and sustained advertising presence and its culturally iconic "Where's the Beef?" campaign has made it one of the most distinctively marketed fast-food chains in American history.
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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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