What Happens When Brands Start Listening

 Every now and then, I’m reminded why I do this.

It was only a 90-second moment, but it beautifully encapsulated what can happen when brands commit to putting people at the forefront of business decisions.

Behold, this incredible spot from Burger King (go ahead and watch it!):
 Click here to watch.


When I first saw this back in March, I immediately posted about it on our company Slack as an example of what happens when a brand leans hard into customer research and acknowledges its flaws and takes meaningful steps to remedy them.

The fact that Burger King presented its mea culpa as a beautifully written short film is not just a masterclass in creative storytelling (props to BarkleyOKRP for this) but an honest, humble promise to its current, former, and future customers.

It’s what EVERY brand needs to be doing.

I’ve been in research for 25 years and have watched brands evolve from trying to understand what’s possible to figuring out what people will settle for.

The change has been slow, perhaps by design, as a slow burn isn’t as detectable as a rug pull, but the result has been brands providing degraded products and experiences while inching prices upward.

Burger King is hardly alone; many brands are racing to the bottom to achieve short-term goals with little regard for the long-term damage it may inflict on the brand. “Giving people what they want” (one of my mantras) is just not conducive to growth-minded companies, they say.

I call bullshit.

One thing I’ve learned about people throughout my research career is that they’re willing to pay for things that are worth it. Whether it’s a vacation, groceries, a movie, or a quick meal, people seek out products and experiences that feel worthwhile.

Through the commitment it has made in this spot, Burger King has acknowledged this and seeks to be on the right side of that equation.

They “started listening” and relied on research to guide their nationwide reinvestment in their restaurants, employees, and menu, ensuring that their signature Whopper would always be “flame-grilled, stacked high, and never smashed in the bag.”

Guess what? It’s working.

Earlier this month, Burger King reported a surge in second-quarter profit and made huge gains toward reestablishing itself as the non-McDonald’s leader of the fast food burger category. Now, they’re doubling down with the introduction of the “Your Way Champion,” a reinvention of the restaurant manager role that puts customers at the center.

This is why I do this.

If you’ve met with me recently, I’m very likely to have told you that I’m a “true believer” in the power of research. As much as I see myself as a representative for the brands that partner with us, I’m also an advocate for the people those brands serve.

The best brands share this ethos, and through its words and actions, I’m convinced Burger King is one of them.