Burger King will now require workers to engage with customers in a friendlier manner by offering customers BK crowns at each visit, and telling them that “They Rule”.
It seems the plan is to place an emphasis on “friendlier service” in the place of speed to cut down on negative interactions between the customer, and worker to foster a more pleasant atmosphere.
About a year ago, corporate started testing the two requirements in different markets – every customer (whether by drive-thru or dining in) would be asked if they would like a cardboard Burger King crown, (even if no kids were present) and to be told at some point of the interaction “You Rule”. Now the chain has set forth both as a policy going forward.
One Redditor who works at Burger King commented on a post (from 9 months ago at a location that was testing the friendly interactive sentiments) created by another who went to BK, and was caught off guard when they were asked if they would like a crown when they didn’t have a kid in the car:
“It’s part of the new “Reclaim the flame” campaign. “You Rule” is the new “Have it your way” My customers love the crowns. They love being told YOU RULE! It’s going over great in my location. It’s public what BK is doing to revamp the brand. Multi million dollar investments on store fronts and training.”
This past June, a Yahoo correspondent asked Burger King if the sentiments were a new “rule”. Burger King wrote back confirming in an email:
“Since launching the ‘You Rule’ campaign last October, the modernized tagline has put Burger King Guests at the forefront of everything we do,” said the spokesperson via email. “‘You Rule’ is more than just a marketing campaign – it impacts every Guest touchpoint including the in-restaurant experience, where we encourage Team Members to spread the joy that ‘You Rule’ embodies every chance they get, whether that be greeting Guests in-person or thanking them in the drive-thru. ‘You Rule’ is all about outwardly appreciating everyday royalty – YOU!”
These latest requirements are a part of Burger King’s plan to reinvent the brand. They fired up the $400 million Reclaim The Flame campaign in Fall 2022. The cash infusion has so far focused on marketing, updating technology, and restaurants to adapt to the digital age. The You Rule tagline was updated from the Have It Your Way tagline to empower the customer, and bolster confidence in the brand.
What doesn’t rule, however, is how many locations have been closing for good during 2023. Over the past 12 months, multiple franchisees have declared bankruptcy with hundreds of locations shutting their doors. The biggest franchisee Meridien Restaurants auctioned off 120 locations to the highest bid, selling many at a steep loss. The CEO claims this is all part of the plan to cull the herd, and only accept excellence in their business model but many think it’s a sign of a dying brand.
Does Burger King stand a chance, even with a friendlier, customer-oriented atmosphere? Only time will tell…
