The Fast Food War Heats Up

When Burger King launched a new marketing campaign late last year with a little jingle to support the Whopper, Tom Curtis was initially skeptical.

“You just can’t say ‘Whopper’ four times,” Curtis, Burger’s King’s president in the United States and Canada, told CNN, recounting a conversation with the brand’s creative and marketing teams. “There’s got to be something more to it than that.”

But the jingle, which does indeed say “Whopper” several times, is something of a hit. TIn September, Burger King announced a $400 million plan to improve the chain, which was lagging behind competitors after making operational misstep.

The plan is still in early stages: Burger King has invested $40 million as of the end of last year. But the response to the ad campaign is encouraging. Sales of the Whopper are up “significantly,” Curtis said, noting interest in the song seems to have picked up in recent months.

For Burger King, the Whopper is more than just a burger. It’s a key weapon in the fast food wars. “McDonald’s (is) pretty good at the burger business,” acknowledged J. Patrick Doyle, executive chairman of Burger King parent company Restaurant Brands International (QSR), during a February conversation with analysts. “Their units look terrific today. There is a lot that has gone right over there,” he said.

But “they do not sell the Whopper. That’s the point of leverage,” Doyle noted. He added that “the Whopper may actually be a better brand than Burger King.”

Curtis said the Whopper was special because it’s “flamegrilled,” adding “it’s like a backyard barbecued burger” prepared at a large scale.