Overview

• Burger King will launch a limited-time 'How to Train Your Dragon' themed menu on May 27, featuring items like a Dragon Flame-Grilled Whopper with a red-and-orange marbled bun and Fiery Dragon Mozzarella Fries.
• The promotion builds on the success of previous movie tie-ins with 'Spider-Man: Across the Spider-Verse' and 'The Addams Family,' which were the brand's top-selling Whopper innovations.
• The family-focused marketing strategy aims to attract cross-generational customers, leveraging popular intellectual properties to drive traffic and sales.
• Burger King's U.S. same-store sales recently declined by 1.1%, reflecting broader industry challenges, but the chain has outperformed competitors like McDonald’s and Wendy’s.
• The 'Reclaim the Flame' turnaround plan includes investments in restaurant remodels, digital kiosks, and playgrounds to enhance the family dining experience.