Burger King is doubling down on its famous slogan by introducing a new restaurant leadership role and a Whopper guarantee aimed at making sure customers really do get it “their way.”
The fast-food chain announced the latest phase of its brand transformation Monday, saying the changes were inspired by thousands of calls and text messages received from customers after the company publicly shared Burger King U.S. President Tom Curtis’ phone number earlier this year as part of a nationwide listening initiative.
Among the biggest changes is the creation of the “Your Way Champion,” a newly designated restaurant manager who will serve as a visible point of contact for guests, oversee order accuracy and help resolve customer concerns.
Burger King is also launching a Whopper Guarantee. If a customer is dissatisfied with a Whopper, the restaurant will remake it on the spot and provide a free classic Whopper on the customer’s next visit.
Customers can redeem the offer by scanning a QR code inside their Whopper box to receive a unique six-digit code for a future visit.
“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.”
According to Burger King, Your Way Champions will greet customers, help ensure customized orders are prepared correctly, double-check food before it is served and be available to address any issues during a guest’s visit. The company said it is investing in additional employee training and restaurant resources to support the initiative.
The changes are the latest in Burger King’s ongoing effort to improve the customer experience, with the company saying more guest-inspired updates and menu announcements are expected later this summer.
