Burger King is advancing its turnaround efforts by focusing on attracting families back to its restaurants through innovative menu items and partnerships with popular movies. Starting Tuesday, the fast-food chain will launch a new menu inspired by the live-action remake of “How to Train Your Dragon,” marking part of its broader strategy to boost sales across the U.S. This approach comes after more than two and a half years of efforts to improve operations, renovate restaurants, and increase advertising investment, following a period of lagging behind key competitors like McDonald’s and Wendy’s.
Tom Curtis, President of Burger King U.S. and Canada, described this new phase as a “family-first marketing strategy,” designed to invite families into restaurants by appealing to a broad age range—from millennials to Generation Alpha. He emphasized that the influence parents wield through social media amplifies the marketing reach, making this strategy more effective than focusing on a narrower demographic.
The themed menu includes eye-catching items like the Dragon Flame-Grilled Whopper, which features a red and orange marbled bun, Fiery Dragon Mozzarella Fries with Calabrian chili pepper breading, Soaring Strawberry Lemonade, and a Viking’s Chocolate Sundae topped with Hershey’s syrup and black and green cookie crumbles. These colored buns are naturally dyed using ingredients such as beet juice and ube, aligning with the company’s ongoing commitment to avoid artificial dyes, which have come under scrutiny from health-conscious consumers and regulatory agencies alike.
Movie tie-ins are nothing new for Burger King. The chain was an early adopter of such promotions, selling “Star Wars” drinking glasses in 1977, years before other chains jumped on the bandwagon. More recent successful collaborations under Curtis’ leadership include partnerships with “Spider-Man: Across the Spider-Verse” and the Addams Family franchise. These promotions, particularly those involving themed Whopper buns, have been among the chain’s top-selling innovations, driving increased sales even when overall traffic remained flat.
The timing of the “How to Train Your Dragon” promotion is critical. Burger King recently experienced a 1.1% decline in U.S. same-store sales, a reflection of industrywide challenges caused by economic concerns and unfavorable weather. However, Curtis remains optimistic, pointing to Burger King’s relative strength compared to McDonald’s and Wendy’s. He noted with a bit of humor that competitors sometimes imitate Burger King’s strategies, which he sees as a form of flattery and a sign to stay on course.
The live-action “How to Train Your Dragon” movie is expected to be a major summer blockbuster, and Burger King has significantly raised its sales forecast for the associated menu items based on past successes. Unlike previous promotions, Burger King plans to increase advertising around this campaign, moving beyond social media buzz to more aggressive marketing that could drive demand even higher.
The promotion is slated to run through early July, but Burger King is prepared for rapid sell-outs, having learned from previous campaigns to monitor inventory closely and keep customers informed via online tools. Looking ahead, Burger King plans to deepen its investment in franchise partnerships, aiming for more frequent and immersive collaborations that build long-term brand loyalty. With several upcoming tie-ins already in the pipeline, the company is poised to continue this family-focused momentum well into next year.
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