Burger King has axed its long-standing king. The symbolic gesture is all for the customers. Burger King has made the customer king. And it is being used to promote a series of improvements in the quality of the BK menu, leading with the most famous item, the Whopper…
…and coming from customer listening.
The changes were announced, cleverly, during the Oscars presentation with a humble video that explains the whole process beginning with the tried-and-true tactic of acknowledging that the brand had lost its way. The campaign will continue through March Madness, part of parent Restaurant Brands International’s new Reclaim the Flame strategy for Burger King and its acquisition of the 1,000-unit Carrols Restaurant Group.
