This is the dumbest idea ever, though mildly impressive.
Today, Sept. 21, is officially the "International Day of Peace," a United Nations-recognized day of nonviolence.
To honor the occasion, for seven hours, at a single pop-up restaurant in Atlanta, five fast-food chains, led by Burger King (which proposed the idea), are serving up a burger featuring ingredients from each of the respective brands, via BrandEating.com.
“Since the beginning, the main objective of this initiative was to raise awareness of Peace Day," Fernando Machado, Senior Vice President for Global Brand Management at Burger King Corporation, said in a release. "We are really proud to be part of the Peace One Day corporate coalition and to see that the awareness of Peace Day in the US is almost five times higher among those who saw this campaign than those who were not aware of it."
You may have first heard about the Peace Day proposal after Burger King reached out to McDonald's about creating a "McWhopper" for the occasion, only to have the Chicago-based chain reject the idea outright, though on the respectable grounds that this was way too lowbrow and that something much more meaningful could be done to mark the occasion. (All the participating brands will be making a donation to the nonprofit, BrandEating says).
However, since first reaching out to McDonald's, Burger King says, it "has seen an unprecedented upswing in people talking about Peace Day, in traditional and social media."
“As far as McDonald’s goes, any activity they undertake, whether in partnership with Burger King or on their own, would be incredible, as it will raise further awareness for Peace Day,” Machado said.
The burger will only be available until 6 p.m. at a pop-up store at 1122 Northside Drive in Atlanta. There will only be 1,500 burgers available on a first come, first served basis.
Get 'em while they're hot (AND DON'T FORGOT TO TWEET ABOUT IT).
Rob covers business, economics and the environment for Fusion. He previously worked at Business Insider. He grew up in Chicago.