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They’re offering a meal culpa.
Burger King is appealing to picky eaters by pledging to remake any Whoppers that are unsatisfactory, and other perks, as part of a new campaign to prioritize customer feedback.
In February, the burger chain invited customers to share their honest opinion via Listening Initiative that shared the phone number of Tom Curtis, the President of Burger King US and Canada, according to a recent release.
This initiative saw the BK boss’s inbox inundated with thousands of calls and texts, prompting him to put his money where their mouths were.
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“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 declared.
By popular demand, the burger big-wig appointed a revamped restaurant manager called a “Your Way Champion.”
Along with overseeing operations, the patty purveyor’s pit boss ensures orders adhere to and are prepped to customer specifications, and, when necessary, “make things right.”
To further ensure the customer has it their way, Burger King is also rolling out a Whopper Guarantee.
If the chain’s marquee item doesn’t meet guests expectations, the brand will not only remake the nosh on the spot, but offer their next Whopper free of charge.
Both the Whopper Guarantee and the Your Way Champion initiatives were highlighted in a 60-second ad titled “We’re Here to Help.”
“We’re not going to get everything right every single time, but we’re committed to listening intently and improving every day,” pledged Curtis. “When guests choose us, they expect high-quality food, orders made the way they asked, and a team that’s there when they need us.”
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These initiatives are part of Burger King’s new “There’s A New King And It’s You” campaign — debuted in March with an ad spot during the Oscars — which prioritized their customers over their seemingly creepy crowned mascot.
This candid and guest-centric new direction has been credited for helping change the fast food giant’s fortunes, Marketing Dive reported.
In Q1, Burger King U.S. in Q1 saw a 5.8% in comparable sales, reversing a 1.1% dip during the same period in 2025,
This comes as multination fast food titans are increasingly under fire for allegedly prioritizing profits over quality and even dialing back portion size while prices go to Pluto.
In fact, due to this shrinkflation spike and other factors, regional burger chains are increasingly eating their larger counterparts’ lunch.
Industry data shows that cult favorites like Whataburger, and Culver’s are driving growth in the hamburger category compared to competitors like McDonald’s and Wendy’s.
In 2025, California-based In-N-Out’s domestic sales grew by around 10%.
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