McDonald’s just has to sort of grimace and take it.

Everybody I’m seeing online (and that includes me) loves this sly jab from a perceived underdog to a perceived overdog:

Isn’t that delightful? Taco Bell extends its run of clever, anti-establishment reputation-making (even though, if you’re the local taco truck, you probably consider this Yum! Brand to be pretty much the establishment). Also, note: they compare themselves to #1, and imply they’re #2. They don’t bother mocking Wendy, a sexy Hardee’s/Carl’s Jr. soft-porn model, nor whomever is repping the King these days—the Burger Prime Minister? The Burger Press Relations Corp? They want to be seen in the company of the clown.