Burger King is closing the gap in the burger wars with a simple formula: Better food and a star executive who takes customers’ calls himself

Burger King has surged ahead of Wendy's and surpassed McDonald's as America's second-largest burger chain. This achievement is attributed to the company's multi-year renovation and marketing efforts. Burger King's CEO, Joshua Kobza, expressed pride in the progress made so far in 2023. A key factor in their success is the revamped Whopper, which debuted this month and has seen a 20% sales increase since its launch.

This upgrade included a glazed bun, reformulated mayonnaise, and a new box, all of which did not result in higher prices for customers. Burger King's strategy has paid off, as it has outperformed the industry by entering the high single digits. This decision to avoid passing costs to customers is crucial in a competitive fast-food market where shoppers are highly sensitive to pricing.

McDonald's, which is also targeting value-conscious customers, has had a more challenging time due to a complex launch schedule and blurred affordability messaging. Wendy's, on the other hand, is facing the most significant challenge, with its U.S. same-store sales declining by 7% in the latest quarter. Wendy's CEO, Robert Wright, cited quality degradation, value offering issues, and inconsistent marketing as the reasons behind the decline.

The company is reportedly under pressure from activist investor Nelson Peltz, who plans to take Wendy's private. Burger King's unique approach to customer service has also contributed to its success. President Tom Curtis announced a phone number that allows customers to call or text him directly with feedback. Curtis personally handles as many calls as possible, and every message is reviewed and acted upon.

He has personally responded to over 1,800 calls, accounting for more than 70,000 customer communications. Curtis's feedback has helped shape changes to the Whopper and broader restaurant upgrades, setting Burger King apart from its competitors.