There’s a new king and it’s you.

Over the past decade, Burger King just… fell off. The food, the service, the restaurants — eventually, the sales too. A third of customers disappeared, creating a problem no ad campaign could fix

Instead of marketing our way out of it, we started listening. Literally. We gave out the Burger King president’s cell phone number and asked America what needed to change. Then we acted on it — improving the food, bringing back fan favorites, reinventing packaging, reinvesting in restaurants and team members, and even firing the King so we could crown the customer instead. What followed wasn’t really a campaign. It was a years-long, documentary-style rebuilding of the brand in public.