• by Teresa Buyikian , Yesterday

While QSRs often solicit feedback from their customers, the home of the Whopper is taking that feedback straight to the top.

This week Burger King announced it was encouraging consumer insights by directing comments directly to Tom Curtis, president, Burger King US & Canada.

The chain issued a press release with Curtis’ phone number, asking customers to share their thoughts on their Burger King experiences directly with him.

Burger King said Curtis will “personally make as many daily calls as possible, and every message received will be reviewed and responded to, helping to provide important feedback across the business.”

“As the home of ‘Have It Your Way,’ guests are our most important advisors. We're grateful that they provide the feedback that is shaping our brand today and in the future,” said Curtis. “There's nothing like hearing from guests firsthand, so I'm excited to have an even greater opportunity to have live open and honest conversations, ask questions, and see how we can create an even better Burger King together.”

The chain’s recent “Million Dollar Whopper” contest, along with the “Whopper by You” competition, are cited as examples where the brand has “consistently listened and acted on guest feedback.”

Apparently calling the president with comments isn’t just a one-off stunt; the “direct touchpoints” with customers will continue later this year, “with additional members of the BK team, franchisees and team members engaging directly with guests to hear and act on feedback.”

Giving customers a direct line to the president is part of Burger King’s $400 million “Reclaim the Flame” turnaround, which is focused on remodeling more than 3,000 U.S. restaurants by 2028, improving operations and innovating the menus. Recently the chain announced the addition of the new Ultimate Steakhouse Whopper to the menu.