Burger King has seen an 8.5% increase in US same-store sales last quarter, thanks in part to a revamped Whopper. The chain has also surpassed Wendy’s in US sales this year to become the country’s second-biggest burger chain.

Changes to the Whopper

The revamped Whopper features a more sturdy bun, a new mayonnaise recipe, and is now served in a box instead of wrapped in paper. The changes have resulted in a 20% increase in Whopper sales compared to its previous iteration.

Burger King’s president, Tom Curtis, has been the face of the brand, starring in the Whopper’s relaunch ad and another video showing him eating a Whopper. Curtis has also been active on social media, taking customer calls and responding to criticism from competitors.

Impact on the Burger Industry

Burger King’s growth is a stark contrast to its competitors, with McDonald’s US sales cooling to 0.8% and traffic declining. Wendy’s has also seen a decline in sales, with a 7% decrease.

According to Robert Byrne, senior director of consumer research at Technomic, Burger King is scoring better with consumers in terms of relatability in advertising, as well as brand image and food quality, than at any point since 2019.

Original reporting: KRDO (Colorado Springs metro) — read the source article.