During this week's earnings call, Burger King's parent company, Restaurant Brands International (RBI), stated that the company is making progress in boosting customer satisfaction.
Investing time and resources into the correct things, which is all about the guest experience and contentment. That's where we believe BK has a huge chance in the United States.
In the last year, the burger chain has made a number of significant changes in this regard, including the removal of the Whopper from the cheap menu and the introduction of a new 2 for $5 deal.
The new Whopper Melt line, which debuted in March, was also a hit for the Home of the Whopper. "We started with three great tastes and added it to our flame grilled option for a limited period," Cil explained.
The solution had good messaging and high-quality commercials, which performed well on our digital platforms and proved to be additive to a burger platform at a reasonable pricing point," according to the findings.
In terms of promotion and marketing, the business is also turning a new leaf. Last week, it announced that it would replace its current media agency, David, with a new firm, OKRP.
Burger King will be helped to "modernise and reposition [the] brand" by the Chicago-based firm, which is recognised for its work with Chili's.
The business has had a number of public relations failures in recent years, including being named America's "least beloved fast-food chain" in 2020 and subsequently losing its second-largest burger chain spot to Wendy's in 2021.