Burger King is continuing to advance its brand transformation strategy based on consumer feedback collected this year. According to details obtained by Marketing Dive, the chain released a phone number in February inviting customers to contact Tom Curtis, its president of U.S. and Canada operations, directly by phone or text to share their opinions.

"When we ask customers where we can do better, they give us a lot of honest feedback, and now it's our responsibility to act on it," Curtis said in a statement. "We won't get it right every time, but we're committed to listening closely and improving every day."

The new initiatives include two components. The first is "Your Way Champions," a redesigned restaurant manager role that serves as the primary point of contact for handling various customer needs in-store. The second is the "Whopper Guarantee," which means that if customers are dissatisfied with Burger King's signature Whopper, they can request a remake and will also receive a coupon for a free Whopper.

Both initiatives appear in a new 60-second ad titled "We're Here to Help." The spot continues the tone and style of the brand-lift campaign launched in March, was created by agency BarkleyOKRP, and features Curtis himself on camera and in voiceover. According to a brand spokesperson, the ad will run across linear TV, connected TV, YouTube, and social media platforms.

As part of the "Whopper Guarantee," customers dissatisfied with their Whopper can scan a QR code inside the burger packaging to obtain a six-digit code to redeem for a free Whopper on their next visit. The offer applies to participating Burger King locations, is valid through August 31, and is limited to in-store orders. Burger King also plans to roll out more consumer-feedback-related initiatives throughout the year, with menu-related news expected in late summer.

The chain launched its "There's A New King And It's You" marketing campaign in March, with ads airing during the Oscars. The spot was seen as an apology for past issues and was hailed by Joshua Kobza, CEO of Burger King parent company Restaurant Brands International, as one of the highlights of the year so far. Burger King's U.S. business saw same-store sales rise 5.8% in the first quarter, surpassing RBI's overall sales growth of 3.2% and reversing a 1.1% decline in the same period in 2025.