Burger King workers now have to give you a crown and say "you rule"
Burger King workers now have to give you a crown and say "you rule," per Bloomberg.
Burger King is prioritizing positive experiences over order speed in its latest approach to customer satisfaction. The fast-food chain encourages its restaurants to focus on creating a cheerful atmosphere, exemplified by offering a cardboard crown to every customer, regardless of age or circumstances. According to Deborah Derby, the CEO of Carrols Restaurant Group Inc., Burger King's largest US franchisee, this interaction, though somewhat corny, results in an additional two minutes of engagement and contributes to a positive aura.
As part of a $400 million plan to revitalize store traffic and reverse declining sales, Burger King is emphasizing customer feedback more than the speed of service. The chain values patrons' complaints over the efficiency of service when assessing guest satisfaction, and expansion opportunities are now granted to the highest-scoring franchisees. While striving to maintain quick service, operators are paying close attention to diner feedback. Burger King is also investing in restaurant improvements and increased advertising.
Research conducted by Burger King's parent company, Restaurant Brands International Inc., indicates that customers perceive friendly staff as being faster than they actually are. To enhance interactions with diners and reduce complaints, the company mandates that workers offer the signature cardboard crown and say "you rule," a modern twist on the company's long-standing tagline.
Despite the somewhat humorous nature of the exchange, Burger King believes it creates a positive impression and earns restaurants credit with diners. Carrols Restaurant Group, which operates over 1,000 Burger King locations in 23 states, aims to deliver food to customers within approximately a minute and 25 seconds of ordering. Positive interactions may earn workers a few extra seconds if the rest of the order is correct.
To ensure compliance with the positive engagement strategy, Burger King conducts store visits to confirm that workers are offering crowns and saying "you rule." The chain also verifies the temperature of Whoppers and conducts various other checks during these visits.
Customer satisfaction is a crucial component of Burger King's assessment of its franchisees, and a high score can result in tangible financial benefits for restaurant owners. The company has previously stated that only the best operators will be permitted to expand, as top franchisees generate profits that are, on average, 65% higher than the rest of the system. While Burger King has not provided detailed specifics on how it measures franchisee performance, executives have highlighted the importance of serving hot food quickly and with great service. The chain reported flat customer traffic in the third quarter of the previous year, marking an improvement after declines in earlier periods. Carrols has experienced higher traffic in the last two quarters.