Whopper Feedback? Contact Burger King’s President

Burger King has launched a direct line between its customers and senior leadership, inviting guests to share feedback with its President via phone or text.

The fast-food chain announced on 17 February that customers can now contact Tom Curtis, President of US and Canada of Burger King, directly at (305) 874-0520.

The company describes the move as building on years of customer-led changes and represents what it calls the next step in elevating guest voices within the organisation.

According to the release, Tom "will personally make as many daily calls as possible, and every message received will be reviewed and responded to, helping to provide important feedback across the business".

Tom said: "As the home of 'Have It Your Way', guests are our most important advisors. We're grateful that they provide the feedback that is shaping our brand today and in the future.

"There's nothing like hearing from guests first-hand, so I'm excited to have an even greater opportunity to have live open and honest conversations, ask questions and see how we can create an even better Burger King together."

Expanding customer feedback channels

Tom outlined the thinking behind the initiative in a LinkedIn post, positioning it as an extension of the company's existing approach to customer listening.

"Over the past few years, listening to our guests has been the inspiration behind how we operate and innovate at Burger King," he wrote. "We've made meaningful changes across the business thanks to our guests and that intense commitment to listening."

He added: "There are a variety of ways that we listen - through targeted guest research, restaurant visits, monitoring social channels - but my favourite way to hear from guests has always been through the conversations that come about as we travel the country proudly wearing our BK swag.

"Now we want to expand those conversations even further, and I personally want to have the opportunity to hear as much direct feedback as possible."

Tom noted that providing access to his number is intended to help Burger King take action based on customer input.

Financial performance shows mixed results

The customer engagement initiative arrives as parent company Restaurant Brands International (RBI) reported quarterly earnings and revenue figures that exceeded Wall Street expectations, driven by international market performance.

For the quarter ending 31 December 2025, the company reported adjusted earnings per share of 96 cents, compared to the 95 cents expected, and revenue of £1.99bn (US$2.47bn).

Same-store sales across the company rose 3.1%, with international markets climbing 6.1%. International Burger King locations posted same-store sales growth of 5.8%.

Net income from continuing operations for Q4 across RBI, however, fell to US$247m from US$361m a year earlier. For the full-year, net income was US$1.2bn, down from US$1.45bn in 2024.

Operating costs and expenses, including advertising, franchise and property charges and other items, rose to US$1.84bn for the quarter, up from US$1.66bn in the prior year period.

Direct access to leadership

The programme represents an approach to customer relations in the quick-service restaurant sector, where feedback channels typically flow through customer service departments rather than directly to executive leadership.

By providing his personal contact details, Tom has created a direct communication channel between Burger King's US and Canada operations and its customer base.

The initiative demonstrates a shift towards greater transparency and accessibility in corporate leadership, potentially setting a precedent for how quick-service restaurant chains engage with their customers.

While the success of the programme will depend on how effectively feedback is actioned, the move signals Burger King's commitment to placing customer voices at the centre of its strategic decision-making process.