Restaurant Brands International Inc. (QSR)’s Burger King Turns Up the Heat with Dragon Whopper and Family-First Marketing Blitz

The move follows underwhelming Q1 results, where U.S. same-store sales fell 1.1% as economic pressure and weather impacted foot traffic. With prior campaigns linked to Spider-Man and Addams Family driving Whopper innovation sales highs, the company is doubling down on these tie-ins to lift average checks and footfall.

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President Tom Curtis said Restaurant Brands International Inc. (NYSE:QSR)'s Burger King is now focused on a “family-first” strategy which is supported by recent operational and remodeling investments, including the buyout of its largest U.S. franchisee. The current promotion also comes amid rising scrutiny of artificial dyes, prompting the use of natural ingredients to appeal to health-conscious parents.

Curtis hinted at more aggressive promotions ahead and confirmed another major partnership for late 2025. While rivals MCD and WEN face similar macro headwinds, Restaurant Brands International Inc. (NYSE:QSR)'s Burger King is leveraging movie hype and revamped marketing to recover lost share and build long-term loyalty.

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