The CEO of McDonald's, though, is savvy enough to see through this publicity stunt/attempt to endear Burger King with the "social justice" crowd. He responded to the overture with this letter (my bolds):
Dear Burger King,
Inspiration for a good cause… great idea.
We love the intention but think our two brands could do something bigger to make a difference.
We commit to raise awareness worldwide, perhaps you’ll join us in a meaningful global effort?
And every day, let’s acknowledge that between us there is simply a friendly business competition and certainly not the unequaled circumstances of the real pain and suffering of war.
We’ll be in touch.
-Steve, McDonald’s CEONice one, Steve.