Burger King in the US recorded a 5.8% increase in comparable sales in Q1 2026 following the launch of a customer feedback campaign and two new initiatives — a guarantee for the signature Whopper burger and the Your Way Champions position. The chain published the personal phone number of Burger King USA and Canada President Tom Curtis in February to collect customer feedback directly, then integrated the insights into its operational model and advertising strategy.
How Burger King built customer feedback into its strategy
The quick-service restaurant chain launched two initiatives based on customer feedback. The first is the Whopper Guarantee program: if a customer is dissatisfied with the signature burger, they can scan a QR code on the packaging, obtain a six-digit code, and exchange it for a complimentary Whopper on their next visit. The guarantee is valid through August 31, 2026, at participating locations for dine-in orders only. The burger will also be remade on the spot upon request.
The second initiative is a new position called Your Way Champions, a reimagined restaurant manager role. Employees in this position become the point of contact for addressing any customer concerns on-site. Both programs are featured in a 60-second spot titled "We're Here to Help" from agency BarkleyOKRP, starring Tom Curtis. The spot launched on linear TV, connected TV, YouTube, and social media.
"When we asked our guests where we can do better, they gave us honest feedback, and now it's our responsibility to act on it," said Tom Curtis, President of Burger King USA and Canada.
Customer feedback campaign results
The feedback campaign was a continuation of the brand elevation strategy Burger King launched in March 2026 under the tagline "There's A New King And It's You." The spot aired during the Oscars ceremony and was positioned as a public acknowledgment of the brand's past issues. Joshua Kobza, Chief Executive Officer of parent company Restaurant Brands International, called this campaign one of the year's key achievements.
Burger King's 5.8% sales growth in the US during Q1 2026 significantly exceeded the Restaurant Brands International average (3.2%) and reversed the 1.1% decline seen in the same period of 2025. The chain plans to announce additional customer feedback-based initiatives throughout the year, with menu news expected in summer 2026.
Applying this experience for Russian brands
Burger King's experience demonstrates how direct audience feedback becomes the foundation for product improvement and brand strategy development. Russian companies in the quick-service restaurant, retail, and service sectors can adopt a similar approach: gather feedback through bloggers and brand ambassadors, integrate it into the media plan, and launch a campaign featuring real customers. Such initiatives require precise influencer selection with an active and loyal audience, reach forecasting, and integration of customer insights into creative assets — the ETC team helps brands build such campaigns from analytics through media buying and KPI tracking.
Frequently asked questions
How did Burger King use customer feedback to drive sales growth?
Burger King launched the company president's personal phone number to collect feedback, then implemented two initiatives: a Whopper return guarantee and the Your Way Champions position to address customer concerns. This drove comparable sales up 5.8% in Q1 2026.
What is the Whopper Guarantee?
The Whopper Guarantee is a program allowing customers to have their burger remade on the spot or receive a voucher for a complimentary Whopper on their next visit by scanning a QR code on the packaging. The promotion runs through August 31, 2026, for dine-in orders only.
What role does the Your Way Champions position play?
Your Way Champions is a reimagined restaurant manager role where employees serve as the primary contact for customers and address their requests on-site. This is part of the strategy to enhance customer experience based on genuine feedback.
In brief
- Burger King recorded a 5.8% sales increase in Q1 2026 after launching a customer feedback campaign — reversing a 1.1% decline in 2025.
- The chain launched the Whopper Guarantee with QR codes on packaging for burger returns or free replacements, and introduced the Your Way Champions position for customer service.
- The initiatives are based on feedback collected through the personal phone number of company President Tom Curtis, published in February 2026.
- The "There's A New King And It's You" campaign from agency BarkleyOKRP became a key element of brand elevation and was featured during the Oscars.
- Russian brands can apply a similar strategy through influencer marketing: collecting feedback via bloggers, selecting brand ambassadors, and integrating customer insights into creative assets and media plans.
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