Burger King's CMO Joel Yashinsky is doubling down on a formula that turns the brand's own shortcomings into ad fodder: the chain's latest target is its chicken nuggets, admitting the old $1-for-10 version was thin on flavor and texture before unveiling a reformulated $4.99 version aimed at winning back families.

New spots from BarkleyOKRP feature President Tom Curtis alongside Head Chef Amy Alarcon and real customer tasters, continuing the documentary-style honesty that defined the brand's Oscars-night "There's a New King—and It's You" platform.

The nuggets push is one chapter in a turnaround arc BarkleyOKRP and Burger King have mapped through 2028, with future installments set to address outdated restaurant buildings. The approach appears to be working: Burger King's U.S. comparable sales rose 8.5% in Q2 2026 and 7.2% for the first half of the year, a sharp improvement over the prior year's gains.

Yashinsky credits a disciplined filter — proven, meaningful improvement — for deciding which guest complaints, sourced from thousands of calls and texts to Curtis, actually become campaigns.

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