re: For 'Pride' month, Buttstuff King comes out the closet w/ all Tops or Bottoms Whopper

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This is all being pushed by corporations and political activists.

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In early August, Restaurant Brands International CEO Jose Cil made it clear he wasn’t satisfied with Burger King’s recent performance.

A few weeks later, Tom Curtis, the burger chain’s COO, was promoted to president of U.S. and Canada and charged with leading a turnaround for one of the country’s most recognizable fast-food brands.

In the past six months, Curtis—who spent two decades as a franchisee for Domino’s—has traveled throughout the U.S. meeting with franchisees and cementing a multi-year plan to “reclaim the flame” at Burger King.

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As for the menu, Curtis said Burger King is leaning into its “iconic brand equity and assets,” like the Whopper. This means new extensions and innovations around the burger, some of which have already proven successful in international markets.

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“We are implementing better testing protocols to ensure our advertising and our initiatives are well-chosen and more impactful,” Curtis said. “And given the increased rigor of our new processes, it’s fair to expect more of an impact from our initiatives in the back half of 2022.”

Burger King’s international business, which comprised nearly 60 percent of the company’s global systemwide sales in Q4, is faring much better.

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