There’s a New King, and It’s You.
Over the past decade at Burger King marketing, operations, everything, just… fell off. Critically: sales did too. A third of BK customers had disappeared, creating a crisis you can’t advertise yourself out of. So we rebuilt the relationship with guests methodically: first by listening, when we convinced the president of BK to give out his cell phone to everyone in America for feedback. Then by acting, really acting, like on every single thing we heard. New products, bringing back old ones, reinventing our packaging, reinvesting in restaurants and team members, and ultimately, firing the king, all so we could crown you.
Changing the industry, not just our advertising.
We conceived this less like an advertising campaign, and more like a years long documentary. One designed to evolve over time. To make sure it’s real, we started by launching a whole host of improvements to the Whopper. But that was only the beginning: every quarter we’ve been announcing new changes, like creating thousands of roles in every restaurant nationwide dedicated entirely to ensuring you have it your way:
First things first: Improving the Whopper
Within weeks of launching the campaign, we operationalized our biggest piece of feedback: fix the Whopper so every bite was as good as the last. That meant researching, developing, and deploying new packaging, new ingredients, and new ways of building every burger—concieved on the phone with guests in real time. The result? The first updates to the Whopper in over a decade, and double digit sales growth nationally, starting, and sustained, since the launch of the improved Whopper.
