Can Burger King Regain Its Crown?

In this episode of The Journal, host Jessica Mendoza sits down with Tom Curtis, President of Burger King in the U.S. and Canada, to explore the fast-food giant’s ambitious turnaround strategy. Since joining in 2021, Curtis has led a cultural and operational reset, focusing on simplifying the menu, modernizing restaurants, and rebuilding trust with franchisees and customers. Despite challenges like rising beef costs and declining restaurant profitability, Burger King has avoided price hikes and instead doubled down on value, customer experience, and brand authenticity. A viral social media clip of Curtis devouring a Whopper—complete with a messy bite—became a symbol of the brand’s new, human-centered approach. This moment, part of a broader campaign including a public phone line that received 41,000 calls, helped uncover key customer frustrations, particularly around the Whopper’s packaging and fries. In response, Burger King made subtle but impactful upgrades to the Whopper’s bun, mayonnaise, and packaging—without changing the recipe—proving that small, thoughtful changes can reignite brand love. The episode reveals how listening directly to customers, combined with leadership transparency, is at the heart of Burger King’s revival.