(CNN) -- A new chapter in the fast-food wars was created with Heinz hiring Bernardo Hees, former Burger King CEO, to lead its company. Despite a decades-long relationship, McDonald's terminated its contract with Heinz due to this hiring decision. While Heinz has not publicly addressed its reasons for naming Hees CEO, questions have been raised about the strategy behind recruiting him. Perhaps, given his fast-food experience, the plan was to have him turnaround a relationship that had been falling apart for several years. While many perceive the hiring of Hees as an abrupt end to the Heinz McDonald's relationship, it actually began souring during the 1973 tomato shortage.
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McDonald's terminated contract with Heinz after hiring former Burger King CEO
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Management expert Lee Salz says hiring former competitors is flawed strategy
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Ignore "industry experience" hiring practice, says Salz
Within that same article, @placeholder announced new ketchup packaging that, while not specifically developed to lure McDonald's back, created hope that the door could be reopened.