Burger King x Madero: the surreal hamburger war in the courts – 03/21/2023 – Cozinha Bruta

When I was a kid, my parents would take me to a neighborhood pizzeria that had the following sign on the wall: “The best pizza in the region”.

Somehow, I already understood the imposter syndrome that drove restaurant owners to be so modest in pretense. I loved that half-broken honesty, just missing a “maybe” on the sign.

Most people have no qualms about declaring themselves the best in the world at this or that, king of the black coconut, top of the topzeras.

This presumption has been part of sales strategies since the world began. It didn’t die and won’t die for one simple reason: it’s a strut that can’t be verified.

Now, I learn that Burger King has been filing a lawsuit against Madero for years, in order to force the competing chain to prove that it makes the best burger in the world. That’s Madero’s slogan, totally absurd for whoever makes the worst hamburger in the world.

And so? How to prove such a thing?

According to a report in the newspaper O Globo, Burguer King “wanted an expert test to be carried out”. Forgiveness? Were they going to call some hamburger bloggers for a technical tasting?

Also according to the text, BK alleges that Madero has not proven “worldwide market leadership”. Ah, okay, by that criterion, only them and Ronaldo McDonaldo’s clown sandwich are in the running.

Since when is market leadership quality? It’s not written that there’s a donkey willing to give money for bad food.

People love rankings. The press too, because it reads. The problem with them is that they are all boring, worthless. There is no best hamburger in the world or best restaurant. Tripadvisor, Taste Atlas, 50 Best Restaurants, none of that is worth a mush. Everyone says what they want.

After comings and goings, the wisdom of the court lowered: the STJ denied Burger King’s request on Tuesday (21).

And here hit a pinch of relief. I also don’t have objective, hard copy, auditable proof that Madero makes the world’s worst burger, as I’ve been writing about.

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