NEW YORK (TheStreet) -- There will always be two major wars in the land of food to watch. Coca-Cola (KO)KO versus Pepsi (PEP)PEP and Burger King (BKW)BKW versus McDonald's (MCD)MCD. Who is winning the war tends to change frequently due to new product releases and the associated marketing blitz. I am here to report that big, bad Burger King is thieving McDonald's customers in the U.S., and nobody is even talking about it...until now.

First, let's set this up with a few observations:

  • McDonald's U.S. same-restaurant sales were down in January, February and in the fourth quarter of 2013. On the other hand, Burger King's same-restaurant sales improved each quarter of 2013, and were positive in the fourth quarter.
  • Burger King shares are up a sizzling 15.3% year to date compared to a meager 0.86% gain for McDonald's. While McDonald's is complaining of competitive industry conditions, overhauling its exec team, and handing out free coffee, Burger King has shared more positive things with investors in every quarterly release dating back to the first quarter of 2013.

There are three specific reasons for the Burger King revival, which is especially impressive considering the growing popularity of Chipotle (CMG)CMG, Panera Bread (PNRA)PNRA and Starbucks' (SBUX)SBUX push into evening foods:

Marketing: Burger King is using craftier titles associated with new, premium, products that invoke emotions with customers. Are you more intrigued by an Angry Whopper from Burger King or a Bacon Clubhouse Burger from McDonald's? Exactly.

If you liked this article you might like

QVC and HSN Can Link Up, but They'll Still Have to Contend With Amazon

Burger King Wants its New Ad to Trigger Your Google Home

McDonald's App Versus Burger King App: Which Is Better for You?

Don't Expect Surprises From McDonald's

Chipotle Shares and Calls Look Tasty