Burger King is extending its brand turnaround with two customer-centric initiatives designed to act on feedback the chain gathered from guests earlier this year.
The move follows a February campaign in which the fast-food giant handed customers a direct phone line to Tom Curtis, president of Burger King US and Canada, inviting texts and calls with candid feedback. The chain is now translating those responses into two concrete programmes: the Whopper Guarantee and Your Way Champions.
The Whopper Guarantee promises a remade burger and a coupon for a free Whopper to any customer dissatisfied with the chain’s signature product. Guests scan a QR code inside the burger box to receive a six-digit redemption code, valid at participating US locations for in-store orders through 31 August.
Your Way Champions reimagines the restaurant manager role, positioning a dedicated point person at each location to address customer needs in real time. The initiative signals a shift toward service accountability at the store level, rather than leaving recovery to head office.
Curtis has framed the rollout as a direct response to guest input, positioning listening and iteration as central to how Burger King intends to run the business through the rest of the year. The company has been open about the fact that it will not always get service right, but the message being pushed is that mistakes now trigger visible action.
Both initiatives feature in a new 60-second spot titled “We’re Here to Help,” created by agency BarkleyOKRP. The ad carries the tone and visual identity of the brand elevation work Burger King launched in March, and includes an on-camera appearance and voiceover from Curtis himself. Media placement spans linear TV, connected TV, YouTube and social platforms.
The push builds on the “There’s A New King And It’s You” campaign that debuted during the Oscars in March. That spot functioned as a public mea culpa for previous missteps, and has been credited as a highlight of the year by Joshua Kobza, chief executive of parent company Restaurant Brands International.
The strategy appears to be working. Burger King US posted comparable sales growth of 5.8% in Q1 2026, outpacing RBI’s overall sales growth of 3.2% and reversing a 1.1% decline recorded in the same quarter of 2025.
Curtis has signalled that further customer-feedback initiatives will roll out through the year, with menu announcements expected later in the summer. For marketers watching the quick-service category, Burger King’s playbook offers a clear template: solicit real feedback, act on it publicly, and back the response with paid media that reinforces the message.
The Whopper Guarantee also carries a smart secondary benefit. Every redemption code delivered brings a customer back for a second visit, converting a moment of dissatisfaction into a repeat-purchase opportunity.
