Months after handing out its president’s phone number, the chain is turning thousands of complaints into a new uniformed role and a money-back promise on its signature burger.
Burger King is launching the next chapter in its brand transformation, acting on feedback shared by thousands of Guests across the U.S. Just four months after inviting Guests to share honest feedback through its Listening Initiative that gave out President Tom Curtis’ phone number, the brand is continuing to make changes inspired by the thousands of calls and texts received. Burger King is introducing two new initiatives designed to improve the moments Guests told the brand matter most – providing a consistent, accurate, and welcoming in-restaurant experience – by introducing Your Way Champions and the Whopper Guarantee*.
One thing Burger King heard consistently from Guests was that they wanted someone in the restaurant who could quickly make things right when needed. In response, the brand is introducing the “Your Way Champion”: a reimagined restaurant manager role designed to empower restaurant leaders and put the Guest experience first. More than overseeing restaurant operations, Your Way Champions serve as dedicated point people, clearly identifiable in a Your Way Champion uniform, who welcome Guests, ensure orders are prepared as requested, and are available to make things right whenever needed.
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To further reinforce the commitment to getting things right, Burger King is also introducing a Whopper Guarantee. The Whopper is the brand’s most beloved item, and Guests expect it to be served hot, exactly the way they ordered it. That’s why if a Whopper doesn’t meet a Guest’s expectations, the brand will not only continue to remake it on the spot, but they’ll offer the Guest’s next Whopper for free*.
“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,” said Tom Curtis, President of Burger King US&C. “We’re not going to get everything right every single time, but we’re committed to listening intently and improving every day. 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. That’s what these changes are about. We’re raising the standard in our restaurants, so every Guest feels like they made the right choice.”
Your Way Champions serve as a clear point of contact for Guests throughout their visit. They help create a welcoming environment, double-check orders, focus on the details of customization, and are available to help with anything Guests may need. As part of the initiative, Burger King is investing in training Team Members and providing more restaurant resources to help Your Way Champions create a more seamless, Guest-first experience.
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And to make redeeming the Whopper Guarantee frictionless, Guests who aren’t satisfied with their Whopper can scan the QR code inside their Whopper box to receive a unique six-digit code redeemable for a free* classic Whopper during their next visit to Burger King.
The Your Way Champion and Whopper Guarantee initiatives mark the next chapter in the Burger King brand’s ongoing elevation journey. Since launching the listening initiative, elevating the Whopper and crowning Guests the King at BK, the brand has continued to gather feedback and turn it into meaningful action. Guests can expect to see additional initiatives tied to their feedback throughout the year, including menu news coming later this summer.
