Burger King Launching New Whopper Based On Customer Requests
Newsweek AI is in beta. Translations may contain inaccuracies—please refer to the original content.
Burger King announced the debut of its BBQ Brisket Whopper, the first menu item created through its newly launched "Whopper by You" platform.
The platform, which will be available to customers across the United States starting next Tuesday, will allow guests to submit ideas for new Whopper sandwiches, directly influencing menu innovations.
The BBQ Brisket Whopper—featuring slow-cooked BBQ brisket, crispy onions, American cheese, sweet and golden BBQ sauce, lettuce, tomato, creamy mayo, and a flame-grilled quarter-pound beef patty—arrives as a response to customer requests and is also available in a Whopper Jr. version.
Why It Matters
The introduction of the "Whopper by You" platform marks a shift in how Burger King incorporates customer feedback into its core menu development. This new initiative builds on previous engagement strategies, such as the 'Million Dollar Whopper' competition, giving consumers a more active role in menu innovation.
Burger King sign at the Westfield Confluence shopping center.
Burger King sign at the Westfield Confluence shopping center.
ALBIN BONNARD/Hans Lucas/AFP via Getty Images
What to Know
Participants in the "Whopper by You" program can also access exclusive rewards, including special Royal Perks, which may feature offers like $0.01 Whoppers each week for a year or free sandwiches with purchase. A Royal Perks account is required, and participants must be 18 years or older.
Burger King fans can submit their own Whopper ideas through the online platform at BK.com/WBY, starting July 15.
The BBQ Brisket Whopper, which will also be available as a Whopper Jr., will be at participating U.S. restaurants while supplies last.
The new product launch and customization platform follow global localization efforts and reflect Burger King's intent to directly involve guests in its menu development process.
In Japan, the fast food chain added a new localized item—the Spicy Whopper, featuring chili bean paste—to its menu on July 8.
During the fast-food chain's first quarter earnings call this year, CEO Josh Kobza stressed Burger King's international growth.
"We're in around 200 brand country combinations, and our top 10 markets are about 60% of our international system-wide sales. So a lot of different dynamics in each of those countries," Kobza said.
"I think when you look at the Burger King brand in international, it's a bit different. It has some really great qualities that position it to grow so well. We've got a strong brand positioning. We've got modern restaurants in almost all of our markets. We have a lot more digital business as well."
Moving forward, Kobza has said that Burger King's food will help streamline its global growth.
"We have pretty great brand perception and really good food quality perception in those markets, where we balance some of our favorites like the Whopper with strong localization that each of our teams bring," Kobza said.
Newsweek reached out to Burger King for comment via email.
What People Are Saying
Joel Yashinsky, Chief Marketing Officer at Burger King US&C, said in a statement: "As the brand known for 'Have It Your Way®,' we want to continue letting our Guests tell us what they want – and when it comes to our iconic Whopper sandwich, they have a lot of ideas. We're excited to kick off the 'Whopper by You' platform with the BBQ Brisket Whopper, a flavor profile that our Guests requested and we are very excited to answer with an overwhelming 'You Rule'!"
What Happens Next
The new BBQ Brisket Whopper and "Whopper By You" program launch next week. Burger King is also set to bring back its summer favorite, the Frozen Cotton Candy Cloud.
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