If there was a run on neck braces this week, it was likely the result of a double-whiplash epidemic in the restaurant business. No sooner were heads turned by some smoke bomb of a development—Burger King’s tongue-in-cheek offer to collaborate with McDonald’s, or Chipotle’s pledge to hire 4,000 in a day—than noggins were snapped the other way by reactions to the publicity stunts.
Unfortunately, not all the developments were on a plane with an exceptionally clever commercial. The landmark decision Thursday by the National Labor Relations Board confirms the industry is facing a war with the regulatory body in court and Congress. But even there, the responses were arresting in their own right.
Here are some reactions that deserved the neck strain:
On Burger King’s offer to buddy-up with McDonald’s for a day of peace
“I'm so grateful that one party is willing to come to the table and talk peace. So much needless death and violence in the burger wars.” (Aaron Allen, Facebook)
“A simple phone call will do next time.” (McDonald’s CEO Steve Easterbrook, on BK’s firehouse of publicity proposing the collaboration, Facebook)
“@whataburger Since @McDonalds said no, you should take their place and create a WhataWhopper.” (Heather Stovall, Twitter)
“Perhaps we could create the Whiple Whiple.” (John Eucalitto of Wayback Burger, home of the nine-patty Triple Triple, press statement)
On Chipotle’s commitment to create 4,000 jobs in a day
“Are they going to be legal?” (John Mills, Facebook)
“Somebody work there so I can get discounts.” (m. kors, Twitter)
On the NLRB’s potential scramble of franchisee-franchisor relations
“Franchising has been the single most effective pathway to minority business ownership in the history of our nation. In one reckless and shameful decision, the NLRB has destroyed it.” (Chip Rogers, president, Asian American Hotel Operators Association, a group composed of Indian immigrants who now operate a huge percentage of America’s franchised motels, statement.)
“The NLRB is already using its new [joint-employer] rationale to dismantle the franchisor-franchisee model.” (Angelo Amador, SVP of labor and workforce policy, National Restaurant Association, in a statement)