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

Burger King, a unit of Restaurant Brands International Inc. (NYSE:QSR), is intensifying its U.S. turnaround strategy by targeting families through movie-themed menu launches. This week, the chain debuted limited-edition items tied to Universal’s upcoming live-action How to Train Your Dragon, including a red-orange “Dragon Flame-Grilled Whopper,” chili mozzarella fries, and themed desserts.

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.

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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