Can Burger King Regain Its Crown?

Burger King's efforts to revitalize its brand are examined through an interview with Tom Curtis, the president of Burger King in the U.S. and Canada. Curtis discusses his transition from Domino's, where he helped the company become the number one pizza chain, and his mandate to improve Burger King's operations and brand perception. A key strategy involved fortifying the field team to provide more in-person support to franchisees and simplifying menu execution, such as standardizing burger builds and reevaluating the complex hand-breaded chicken. To connect with customers, Curtis launched a campaign where he shared his phone number, leading to direct feedback that influenced changes to the Whopper, including a creamier mayonnaise, a fluffier bun, and new packaging to prevent smushing.