Burger Wars: Burger King Reports 8.5% Rise In Sales

Burger King reported an 8.5% rise in U.S. same-store sales for the quarter ended June 30, driven by earlier upgrades to its signature Whopper. Executives said the revamp of the bun, packaging, mayo and other elements has drawn customers back. 

“A lot of people are saying they’re coming back for the first time in a long time,” Tom Curtis, president of Burger King’s U.S. and Canada business, said in an interview. He added that the chain is taking market share from rivals, including some from McDonald’s, and aims to turn new visitors into long-term fans.

“The next generation of burger lovers are being exposed to Burger King, and that means we’ve got runway ahead for years to come,” Curtis said.

Tom Curtis

The gains come as McDonald’s faces softer U.S. traffic after promotions and marketing fell short. The larger chain is installing a new U.S. president to lead a turnaround centered on better food and service. It is testing hand-breaded chicken items and brightly colored drinks, some mixed with Red Bull, while working on improved store designs. 

“We’ve got to elevate the taste and quality of the food,” McDonald’s CEO Chris Kempczinski said on an investor call this week. “We’re going to elevate the experience that we’re offering our customers.”

Both chains have overhauled core burgers in recent years. McDonald’s refreshed its Big Mac and other sandwiches in 2023 to make them hotter and juicier. Burger King, owned by Restaurant Brands International, followed with its Whopper improvements earlier this year. 

Curtis said those changes are delivering results and that the focus is now shifting to hospitality. He still takes direct customer calls several days a week, with friendly service ranking among the top complaints.

In July, Burger King began guaranteeing Whopper quality, promising to remake unsatisfactory orders on the spot and offer a free future Whopper.