Burger King is launching a refreshed initiative aimed at rejuvenating its brand, focusing on appealing to families with vibrant Whopper buns and partnerships with popular children’s films.
Beginning Tuesday, the Restaurant Brands International chain will introduce a new menu inspired by the upcoming live-action adaptation of “How to Train Your Dragon.” This collaboration is part of a larger strategy designed to bolster U.S. sales for the fast-food giant.
“We’re making significant strides in both our operational improvements and the overall guest experience, which leads us to focus on a family-first marketing approach now,” said Tom Curtis, President of Burger King U.S. and Canada, in an interview with Finance Newso.
For over two and a half years, Burger King has been undergoing a transformation, attempting to regain its footing amidst stiff competition from industry leaders like McDonald’s and Wendy’s. As part of its recovery plan, the company has committed hundreds of millions of dollars toward renovating its locations, improving operational standards, and increasing its advertising budget. Notably, it also acquired its largest franchisee in the U.S. to expedite restaurant remodels.
“Our journey will have various phases, and we are currently in the family-oriented chapter, which reflects the extensive work we’ve done to enhance our restaurant operations,” Curtis explained. He noted that families are showing increased loyalty when they return to Burger King.
By targeting families, Burger King hopes to engage a broad customer base that spans multiple generations, including millennials and Generation Alpha, defined as those born from 2010 to 2025. With parents actively using social media platforms, the approach tends to generate fast-traveling word-of-mouth and broader engagement compared to marketing to narrower demographics.
The limited-time menu will feature items such as the Dragon Flame-Grilled Whopper, complete with a striking red and orange marbled bun; Fiery Dragon Mozzarella Fries, coated in Calabrian chili pepper breadcrumbs; Soaring Strawberry Lemonade; and the Viking’s Chocolate Sundae, topped with Hershey’s syrup and cookie crumbles in black and green.
Colorful movie history
The fast food industry has long leveraged film partnerships, with Burger King being an early adopter of such marketing strategies. The chain famously sold “Star Wars” drinking glasses in 1977, seizing the opportunity ahead of the movie’s release.
McDonald’s followed soon after, launching a Star Trek-themed Happy Meal in 1979, heralding decades of promotional campaigns aligned with popular movies and franchises. More recently, a collaboration between McDonald’s and “A Minecraft Movie” sold out in just two weeks across over 100 markets in the U.S.
In the past two years, Burger King, under Curtis’s leadership, has executed two significant promotional partnerships: one tied to “Spider-Man: Across the Spider-Verse” and another centered around the Addams Family last Halloween.
Both campaigns featured Whoppers with themed, colorful buns created using natural colorants such as beet juice and ube, a practice Curtis has emphasized. “We prioritize not using artificial dyes, which has resonated with our health-conscious customers,” he said.
As consumers become increasingly concerned about artificial ingredients, the FDA announced plans to phase out synthetic food dyes, which aligns with Burger King’s commitment to natural ingredients.
The previous promotional initiatives were among Burger King’s best-performing, with sales driven largely by family groups, who typically have a higher spending average than solo customers or couples.
The anticipated sales boost from the “How to Train Your Dragon” menu comes as Burger King faces headwinds; the chain reported a 1.1% decline in U.S. same-store sales during its latest quarter, reflecting broader industry challenges amid economic concerns.
Despite these challenges, Curtis remains optimistic, highlighting Burger King’s improved performance compared to its primary competitors, McDonald’s and Wendy’s. “They’re clearly feeling pressure, and it seems like they sometimes draw inspiration from our strategies, which is flattering, to be honest,” he remarked on competitive dynamics.
Deep dive
The live-action debut of “How to Train Your Dragon” is expected to make waves in theaters, with the animated trilogy having grossed over $1.6 billion globally.
With the success of its Spide-Verse and Addams Family promotions, Burger King has significantly heightened its sales expectations for the “How to Train Your Dragon” menu. Additionally, the chain plans to revamp its advertising approach to further amplify interest in the Dragon Flame-Grilled Whoppers.
“In the past, we associated with movie properties without a robust advertising push, merely relying on organic social media buzz,” Curtis noted.
The promotion is slated to continue through early July, but Burger King is prepared to track inventory and respond quickly if demand exceeds expectations, a lesson learned from the previous Spider-Verse campaign when they had to implement a tracking tool on their website to direct customers to available Whoppers.
As Burger King continues to analyze its promotional strategies, the company is committed to deepening its partnerships within the franchise space, believing this will foster long-term brand loyalty.
“We’re increasing our collaborative efforts and have another exciting promotion lined up for later this year, with plans for more in the next year. We’re committed to going all in with each of these partnerships,” Curtis concluded.
Disclosure: Comcast owns Finance Newso and Universal Studios, the producer and distributor of “How to Train Your Dragon.”
