In BK, I now have a crown attached to me.
Burger King employees were ordered to tell customers “you rule” and offer them cardboard crowns as a token of appreciation for ordering the Whopper and other menu items.
The Florida-based fast food chain reportedly plans to send inspectors to its restaurants to ensure employees are complying with the new directive.
“You are in control” has been the tagline of Burger King's advertising campaigns for decades.
“Let's say it's a guy who's about 38 years old and there's no kids in the car. And I had to say to him, 'Do you want the crown?' And you don't laugh. And he can't help but laugh back,” said Deborah Darby, CEO of Carroll's Restaurant Group, Burger King's largest U.S. franchisee. told Bloomberg News.
“That forces another two minutes of combat.”
Darby said the interaction between employees and customers creates an “aura of positivity.”
He said the company is keen to get food to customers within 90 seconds of ordering, but employees who actively engage with customers can earn them a little more time if the order is correct.
Darby's company was acquired last week by the chain's parent company, Restaurant Brands International, for $1 billion in cash.
The deal will give Toronto-based RBI ownership of 1,022 Burger King restaurants in 23 states and 60 Popeyes restaurants in six states.
Stores formerly owned by Carroll's had sales of approximately $1.8 billion in the 12 months ended September 30, 2023.
Burger King's management has focused on restaurants that have proven their ability to satisfy customers.
The chain only allows its top franchise operators, those that earn an average of 65% higher profits than the rest of the system, to expand its footprint.
Burger King said it measures its franchises' performance on their ability to serve food quickly, at the right temperature, and with “great service.”
The newspaper has contacted the RBI for comment.
The restaurant industry has been under pressure in recent months as a downturn in household budgets has forced some customers to replace restaurant meals with cheaper home-cooked meals.
Burger King's same-store sales rose 7.2% in the third quarter of 2023, but fell short of Wall Street expectations.
RBI stock fell about 1.4% on Monday.
