McDonald’s U.S. same‑store sales have been growing at a healthier clip too, climbing about 6.8 % in the most recent quarter, propelled by a focus on value. In the same period, Burger King’s U.S. comps rose a more modest 2.6 %.
A ‘brand for everyone’
The campaign is the culmination of four years of work by the Burger King team, according to Yashinsky, who joined less than 12 months ago. The changes span more than 300 restaurants, with technology upgrades rolled out across more than 1,000 sites, and bringing back its cinnamon apple pies, all in the name of resetting the customer experience.
Now, it’s time to communicate these improvements and position Burger King as a “brand for everyone” that takes pride in its food, the marketer said. “This is a kickoff ad, and this platform will lead us through 2026 into 2027 and perhaps beyond.”
For him, Burger King’s Oscars play is about shifting perceptions. “We do expect there to be a bump in terms of restaurant visits as well as a sales impact too,” he said.
And will he ever bring The King back?
“No, as long as I’m here, he’s been fired,” Yashinsky said.
