Burger King is building on its turnaround efforts with a pair of initiatives that respond to customer feedback the brand has received this year, according to details shared with Marketing Dive. The chain in February solicited phone calls and text messages by giving out a phone number for Tom Curtis, president of Burger King in the U.S. and Canada.
“When we asked guests where we could do better, they gave us a lot of honest feedback, and now it’s our responsibility to act on it,” Curtis said in a statement. “We’re not going to get everything right every single time, but we're committed to listening intently and improving every day.”
The new initiatives include the introduction of Your Way Champions, a reimagined restaurant manager role that serves as the point person to address any consumer needs at its locations, and the Whopper Guarantee. The latter ensures that guests who are not satisfied with Burger King’s signature menu item can have it remade, in addition to receiving a coupon for a free Whopper.
Both initiatives are featured in a new 60-second ad, “We’re Here to Help,” that shares the tone and style of the brand elevation campaign that launched in March. The spot, created by agency BarkleyOKRP, features an appearance and voiceover by Curtis and will run on linear TV, connected TV, YouTube and social, per a brand spokesperson.
As part of the Whopper Guarantee, guests who aren’t satisfied with the item can scan the QR code inside the burger’s box to receive a six-digit code that can be redeemed for a Whopper during their next visit. The offer is valid at participating Burger King locations through Aug. 31 for in-store orders only. Burger King will announce additional initiatives tied to consumer feedback throughout the year, with menu news expected later this summer.
The chain in March launched the “There’s A New King And It’s You” campaign with an ad that aired during the Oscars. The spot served as a mea culpa for previous issues, and has been cited as a highlight of the year so far by Joshua Kobza, CEO of Burger King parent Restaurant Brands International. Burger King U.S. in Q1 saw comparable sales grow 5.8%, outpacing RBI sales growth of 3.2% and reversing a 1.1% decline during the same period in 2025.
