Yesterday, Burger King sent McDonald's an open letter proposing that the two fast food chains team up to create a hybrid "McWhopper" burger to celebrate Peace Day on September 21st. Burger King suggested that the "ceasefire" would take place at a single pop-up shop halfway between the corporations' headquarters, with all proceeds going to the Peace One Day charity. McDonald's, however, has turned down the offer, with the company's CEO Steve Easterbrook responding via Facebook post to say "we love the intention but think our brands could do something bigger to make a difference."

Dear Burger King, Inspiration for a good cause... great idea. We love the intention but think our two brands could... Posted by McDonald's on Wednesday, 26 August 2015

It's not clear what "something bigger" might be, but it's at least fun to watch McDonald's respond to the offer without, you know, implying that it's somehow against world peace. Instead, the company has chosen to take the moral high road, telling Burger King that creating the McWhopper wouldn't be "meaningful" enough and piously reminding the company that a "friendly business rivalry" doesn't match the "real pain and suffering of war." Let's hope that after this somewhat holier-than-thou response, McDonald's actually comes up with something consequential for September 21st. That way, there might be some genuine benefit from this promotional back-and-forth.