Name: How Burger King’s New Whopper Is Winning Back Customers
Uploaded: 2026-09-10T16:00:00Z
Duration: 5 min 26 s
Description: Burger King is making a comeback. The fast food chain has seen increased sales and foot traffic, which the company’s U.S. president Tom Curtis credits to their updated signature burger, the Whopper. WSJ’s Heather Haddon sat down with Curtis and visited the Burger King test kitchen to find out how they plan to make it last.

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Burger King is making a comeback. The fast food chain has seen increased sales and foot traffic, which the company’s U.S. president Tom Curtis credits to their updated signature burger, the Whopper. WSJ’s Heather Haddon sat down with Curtis and visited the Burger King test kitchen to find out how they plan to make it last. Illustration: June Bang

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Burger King is making a comeback. The fast food chain has seen increased sales and foot traffic, which the company’s U.S. president Tom Curtis credits to their updated signature burger, the Whopper. WSJ’s Heather Haddon sat down with Curtis and visited the Burger King test kitchen to find out how they plan to make it last.

How Burger King’s New Whopper Is Winning Back Customers

How many nuggets have you eaten in this journey?

Oh God, hopefully I'm not in the thousands.

Okay.

But wow.

That's a lot of nuggets.

Burger King is betting on their core menu classics, and so far it's working. Not long after launching an update of their hero product, the fast food chain reported an 8.5% US same store sales gain in the last quarter.

I attribute a lot of it to the Whopper.

The revamped burger features a new bun, new mayo, and new packaging. But all of that adds cost. And with more revised menu items on the way, it begs the question, is the new strategy actually sustainable?

Hey, how are you? We're going to get one Whopper, and then for Heather here, we're going to get an Impossible Whopper, right?

That's right.

Well, we have Whoppers here.

Yes.

Let's dig in.

We're known for flame grilling and have it your way. And if we were able to tell people that we knew we could do better, and then we could actually deliver on what they specifically asked for, I think that's what's driven this renewed love for the brand.

So it is more expensive, right? You've invested in full.

It's more expensive for our operators.

Yes.

Not for our consumers.

Well, I want to talk about both. So it's about $4,000 more per restaurant. What contributed to that cost increase?

The packaging is the largest portion of the increase in the cost. The bun is more expensive and the mayonnaise is more expensive.

Franchisees set their own price, but clearly you don't want them to really boost the prices.

Right. It was perhaps the most important conversation as we came up to the relaunch of the Whopper was at a time when prices are up and inflation has ticked up a bit. Like we need you to hold on price here. The price of our menu has increased the least this year than it has in the prior several years. And I think that's a big part of this is we're not going out there and saying, "Hey, yeah, it's a better Whopper, but you're going to pay more for it."

Right. Is that sustainable?

So as prices go up, we want to stay just behind CPI. And we also want to look carefully at food at home because the more groceries become affordable at home, the more it makes fast food look unaffordable. So we have to watch both and strive to be under both. When you're introducing cost into the P&L, the only way that the math will math is if you can actually grow market share and grow traffic.

You've had great success with this. How do you keep that momentum?

Well, we need to continually introduce new changes to our core menu that make our products better, and we need to ask our franchisees and our company restaurants to hold on price so that the consumer sees the steady drumbeat of elevating, giving them more for the same amount.

The new burger chicken nuggets and the updated sauces were developed here in the test kitchen. How can you tell that these are the new nuggets just when you look at them?

Because they're bigger.

They're bigger, okay. They're bigger, they're thicker, okay.

The crust is different. A good nugget is a good way to get sauce.

Fast food is a cutthroat business and brands are hungry for new ways to stand out. Burger King wants its nugget overhaul to be one of them. When you start a new project to elevate a menu item, do you have a target price in mind or are you also looking at margin for franchisees?

Absolutely. And we don't want to do anything that's going to damage their profitability. So we have a target when we start a project. We do want to make sure that we're honoring a very healthy food and paper margin because at the end of the day, the pressures are so tight on operators.

Why nuggets right after the Whopper? What was wrong with them?

I was going to say, it was kind of painful as, you know, to listen to the feedback, but you know, you're hearing things like they just weren't crunchy, they were dry, flavorless, limp, sauces were not delivering the way they should as well. It was that combination, I think, of just being able to come back and create something that was crunchy, a lot juicier, moister, stands up well, and then total do-over on the sauces as well.

Burger King pulled ahead of Wendy's to reclaim the number two spot among US burger chains in domestic sales, and it recently topped both Wendy's and McDonald's in monthly foot traffic growth, according to location data firm Placer.ai. It's quality focus right now, improving the core parts of the menu. Is this a two-year plan, a five-year plan, a 10-year plan?

It's a forever plan.

Oh boy, okay.

I know that sounds, you know, a little cliche, but when you're in a very challenging spot, you need to get all of the sequencing and the plans and the tactics exactly right. You've got to win with traffic every time you do this and you don't win every time. But if you win enough times, then your franchisees will give you permission to miss once in a while if they see the business growing through that strategy. So, you know, we're into the game, we see where we are we see the improvements starting to take holds. But we've got to realize it's very early innings and it's a long game.

New Whoppers, Higher Quality: Inside Burger King’s Big Revamp

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