"Curtis ultimately took 1,500 calls from Burger King fans around the country, and the company has fielded 64,000 total so far this year, according to Restaurant Business. But what started as a marketing campaign turned into something with more concrete results. When one Montana customer complained about a broken sign at his local restaurant, Burger King used AI to identify 81 restaurants with broken or missing signs, and many have already been fixed."
"The company is now using these customer calls to plan product innovation and menu improvements. "Consumer research is wonderful and it can give you broad trends," says Patrick Doyle, executive chairman of Restaurant Brands International. "But there is nothing like speaking to somebody directly.""
Burger King’s president shared his phone number with customers, leading to thousands of calls from fans nationwide. The company received 64,000 calls in a year, and the volume grew from a marketing effort into a source of actionable feedback. A customer complaint from Montana about a broken sign prompted Burger King to use AI to locate 81 restaurants with broken or missing signs, with many already repaired. The company now uses direct customer conversations to inform product innovation and menu improvements, valuing firsthand input over broader trend research.
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