Unhappy With The Food Quality? Call Burger King's President

In an era when corporate leaders often seem distant from the customers they serve, Burger King is taking a decidedly personal approach.

In a news release on 17 February, the company announced that it is giving guests direct access to its President, inviting them to call or text him with candid feedback about their restaurant experiences.

The initiative builds “on years of guest-led change”, the company says, and marks what it describes as the next step in elevating the customer voice.

Guests can now call or text President of US and Canada of Burger King Tom Curtis directly at (305) 874-0520. According to the release, Tom “will personally make as many daily calls as possible, and every message received will be reviewed and responded to, helping to provide important feedback across the business”.

Tom said: “As the home of Have It Your Way, guests are our most important advisors. We’re grateful that they provide the feedback that is shaping our brand today and in the future.

“There’s nothing like hearing from guests firsthand, so I’m excited to have an even greater opportunity to have live open and honest conversations, ask questions and see how we can create an even better Burger King together.”

Extending a guest-led strategy

Tom expanded on the initiative in a LinkedIn post, framing it as a natural extension of the company’s long-standing focus on listening.

“Over the past few years, listening to our guests has been the inspiration behind how we operate and innovate at Burger King,” he wrote. “We’ve made meaningful changes across the business thanks to our guests and that intense commitment to listening.”

He added: “There are a variety of ways that we listen - through targeted guest research, restaurant visits, monitoring social channels - but my favourite way to hear from guests has always been through the conversations that come about as we travel the country proudly wearing our BK swag.

“Now we want to expand those conversations even further, and I personally want to have the opportunity to hear as much direct feedback as possible.”

Tom emphasised that allowing this access to his number will help Burger King take action.

International momentum and domestic challenges

The initiative comes as parent company Restaurant Brands International (RBI) reported quarterly earnings and revenue that topped Wall Street expectations, fueled by strong international growth.

For the quarter ending 31 December, the company reported adjusted earnings per share of 96 cents, ahead of the 95 cents expected and revenue of US$2.47bn.

Same-store sales across the company rose 3.1%, with international markets climbing 6.1%. International Burger King locations posted same-store sales growth of 5.8%.

Net income from continuing operations for Q4 across RBI, however, fell to US$247m from US$361m a year earlier. For the full-year, net income was US$1.2bn, down from US$1.45bn in 2024.

Operating costs and expenses, including advertising, franchise and property charges and other items, rose to US$1.84bn for the quarter, up from US$1.66bn in the prior year period.

With strong momentum and a President now fielding texts directly from customers, Burger King is signaling that its next phase of growth will be shaped not just in boardrooms but the guests it serves.