How Burger King’s New Whopper Is Winning Back Customers | WSJ

Burger King is trying to convince America it has the best burger out—and that it’s worth paying for. The No. 2 U.S. burger chain by sales has charged its corporate chef with upgrading the sauces, buns and packaging for its food. Executives believe the improvements are helping it to stand out in the competitive fast-food market that often relies on discounts to bring in customers. But they are also having to convince restaurant operators that the changes are worth the investment even at a time when food costs are rising.

WSJ goes inside Burger King’s test kitchen at the company’s Miami headquarters and speaks with executives about how they’re seeking to gain more sales through juicier chicken nuggets and hotter Whoppers.

Chapters:
0:00 Burger King’s revamp
0:43 The new Whopper
2:54 The new nuggets: BK's test kitchen
4:20 The burger chain market

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