Latest / Omni Talk Retail / Burger King’s President Answers the Phone | Fast Five Shorts

Transcript

Burger King’s President Answers the Phone | Fast Five Shorts · Omni Talk Retail

• 0:00
  Burger
• 0:00
  King
• 0:00
  President
• 0:00
  Tom
• 0:01
  Curtis
• 0:01
  is
• 0:02
  taking
• 0:02
  calls
• 0:02
  and
• 0:03
  texts
• 0:03
  from
• 0:03
  customers
• 0:04
  According
• 0:05
  to
• 0:05
  the
• 0:05
  Nation's
• 0:06
  Restaurant
• 0:06
  News,
• 0:07
  starting
• 0:08
  February
• 0:08
  17,
• 0:09
  Burger
• 0:10
  King
• 0:10
  President
• 0:11
  Tom
• 0:11
  Curtis
• 0:11
  was
• 0:12
  personally
• 0:12
  fielding
• 0:13
  calls
• 0:13
  and
• 0:13
  texts
• 0:14
  from
• 0:14
  customers
• 0:14
  at
• 0:14
  his
• 0:15
  work
• 0:15
  phone
• 0:15
  number,
• 0:16
  which
• 0:16
  we
• 0:16
  are
• 0:16
  giving
• 0:17
  on
• 0:17
  this
• 0:17
  podcast,
• 0:18
  305-874-0520
• 0:22
  for
• 0:22
  at
• 0:22
  least
• 0:23
  four
• 0:23
  hours
• 0:24
  every
• 0:24
  day,
• 0:24
  including
• 0:25
  nights
• 0:26
  and
• 0:26
  and
• 0:26
  weekends.
• 0:27
  Curtis,
• 0:27
  who
• 0:28
  leads
• 0:28
  Burger
• 0:28
  King
• 0:29
  US
• 0:29
  and
• 0:29
  Canada,
• 0:30
  said
• 0:30
  the
• 0:30
  initiative
• 0:31
  will
• 0:31
  run
• 0:31
  intensively
• 0:32
  for
• 0:32
  two
• 0:32
  weeks
• 0:32
  with
• 0:33
  calls
• 0:33
  recorded
• 0:34
  for
• 0:34
  a
• 0:34
  marketing
• 0:34
  campaign
• 0:35
  and
• 0:35
  then
• 0:35
  continue
• 0:36
  on
• 0:36
  a
• 0:36
  lighter
• 0:36
  schedule
• 0:37
  indefinitely
• 0:38
  with
• 0:38
  other
• 0:38
  leadership
• 0:39
  team
• 0:39
  members
• 0:40
  rotating
• 0:40
  in.
• 0:41
  BK
• 0:42
  has
• 0:42
  outperformed
• 0:42
  the
• 0:43
  broader
• 0:43
  fast
• 0:43
  food
• 0:43
  sector
• 0:44
  for
• 0:44
  nine
• 0:44
  of
• 0:45
  the
• 0:45
  past
• 0:45
  12
• 0:45
  quarters,
• 0:46
  with
• 0:46
  US
• 0:47
  same
• 0:47
  store
• 0:47
  sales
• 0:48
  rising
• 0:48
  2.6%
• 0:49
  in
• 0:49
  Q4.
• 0:50
  This
• 0:50
  initiative
• 0:51
  builds
• 0:51
  on
• 0:51
  the
• 0:52
  successful
• 0:52
  Whopper
• 0:53
  by
• 0:53
  you
• 0:54
  platform,
• 0:55
  which
• 0:55
  has
• 0:55
  won
• 0:55
  over
• 0:56
  women
• 0:56
  and
• 0:56
  Gen
• 0:57
  Z
• 0:57
  customers
• 0:58
  since
• 0:58
  its
• 0:59
  July
• 0:59
  2025
• 1:00
  launch.
• 1:01
  Curtis
• 1:01
  said
• 1:01
  the
• 1:01
  goal
• 1:02
  is
• 1:02
  to
• 1:02
  find
• 1:02
  priority
• 1:03
  areas
• 1:03
  across
• 1:03
  the
• 1:03
  restaurant
• 1:04
  experience,
• 1:04
  technology,
• 1:05
  image
• 1:06
  accuracy
• 1:07
  and
• 1:07
  marketing,
• 1:08
  and
• 1:08
  that
• 1:09
  feedback
• 1:09
  will
• 1:09
  directly
• 1:10
  inform
• 1:10
  franchisee
• 1:11
  remodel
• 1:11
  decisions
• 1:12
  and
• 1:12
  value
• 1:13
  platform
• 1:13
  adjustments.
• 1:14
  Chris
• 1:15
  this
• 1:15
  is
• 1:15
  also
• 1:16
  the
• 1:16
  A
• 1:16
  and
• 1:16
  M
• 1:16
  Put
• 1:17
  yout
• 1:17
  on
• 1:17
  the
• 1:17
  Spot
• 1:17
  question
• 1:18
  Anna
• 1:19
  wants
• 1:19
  to
• 1:19
  know
• 1:20
  when
• 1:20
  a
• 1:21
  senior
• 1:21
  executive
• 1:21
  personally
• 1:22
  fields
• 1:22
  customer
• 1:23
  complaints,
• 1:24
  how
• 1:24
  do
• 1:24
  you
• 1:24
  ensure
• 1:24
  that
• 1:24
  you're
• 1:25
  both
• 1:25
  role
• 1:25
  modeling
• 1:26
  customer
• 1:26
  centricity
• 1:27
  while
• 1:27
  not
• 1:28
  overreacting
• 1:28
  to
• 1:29
  loud
• 1:29
  squeaky
• 1:30
  wheel
• 1:30
  one
• 1:30
  offs?
• 1:32
  Oh
• 1:32
  wow.
• 1:32
  That's
• 1:33
  a
• 1:33
  really,
• 1:34
  that's
• 1:34
  a
• 1:34
  really
• 1:35
  thoughtful
• 1:35
  question.
• 1:36
  Wow.
• 1:37
  Yeah,
• 1:37
  I
• 1:38
  mean
• 1:38
  having
• 1:38
  done
• 1:38
  this
• 1:38
  firsthand,
• 1:39
  like
• 1:39
  I
• 1:39
  can
• 1:39
  remember
• 1:40
  as
• 1:40
  a
• 1:40
  district
• 1:40
  manager
• 1:40
  at
• 1:40
  Target,
• 1:41
  I
• 1:41
  would
• 1:41
  oftentimes
• 1:42
  have
• 1:42
  to
• 1:42
  field
• 1:43
  customer
• 1:43
  complaints
• 1:44
  that
• 1:44
  made
• 1:44
  their
• 1:44
  way
• 1:45
  up
• 1:45
  to
• 1:45
  me.
• 1:45
  And
• 1:46
  you
• 1:46
  know,
• 1:47
  sometimes
• 1:48
  you're
• 1:49
  just
• 1:49
  like,
• 1:49
  you're
• 1:49
  just
• 1:50
  listening.
• 1:50
  You
• 1:50
  know,
• 1:50
  you're
• 1:51
  just
• 1:51
  listening
• 1:51
  and
• 1:51
  you
• 1:51
  can't
• 1:52
  act
• 1:52
  on
• 1:52
  everything.
• 1:53
  And
• 1:53
  that's
• 1:53
  because
• 1:54
  you'll
• 1:54
  drive
• 1:54
  your
• 1:54
  teams
• 1:55
  absolutely
• 1:56
  crazy
• 1:56
  if
• 1:57
  you
• 1:57
  do
• 1:57
  that.
• 1:57
  So
• 1:57
  I
• 1:57
  think,
• 1:58
  you
• 1:58
  know,
• 1:58
  my
• 1:59
  advice
• 1:59
  to
• 1:59
  Mr.
• 2:00
  Curtis
• 2:00
  would
• 2:00
  be
• 2:01
  listen,
• 2:03
  be
• 2:03
  empathetic
• 2:04
  and
• 2:05
  then
• 2:05
  you
• 2:05
  know,
• 2:06
  take
• 2:06
  notes
• 2:06
  and
• 2:06
  process
• 2:07
  everything
• 2:07
  that
• 2:08
  you
• 2:08
  took
• 2:08
  away
• 2:08
  from
• 2:08
  each
• 2:09
  of
• 2:09
  these
• 2:09
  phone
• 2:09
  calls
• 2:10
  and
• 2:10
  have
• 2:10
  a
• 2:10
  system
• 2:11
  for
• 2:11
  recording
• 2:12
  it
• 2:12
  and
• 2:13
  recapping
• 2:13
  it
• 2:14
  and
• 2:14
  finding
• 2:14
  the
• 2:14
  themes
• 2:15
  that
• 2:15
  matter
• 2:16
  most
• 2:16
  and
• 2:17
  then,
• 2:17
  you
• 2:17
  know,
• 2:18
  have
• 2:18
  an
• 2:18
  outlet
• 2:18
  to
• 2:19
  discuss
• 2:19
  them
• 2:19
  with
• 2:20
  your
• 2:20
  team
• 2:20
  too.
• 2:20
  Of
• 2:21
  like
• 2:21
  here's
• 2:21
  what
• 2:22
  I
• 2:22
  heard.
• 2:22
  Do
• 2:22
  you
• 2:23
  feel
• 2:23
  like
• 2:23
  this
• 2:23
  is
• 2:23
  in
• 2:24
  line
• 2:24
  with
• 2:25
  other
• 2:25
  things
• 2:25
  you
• 2:26
  all
• 2:26
  are
• 2:26
  hearing?
• 2:27
  And
• 2:27
  then
• 2:27
  it
• 2:27
  sounds
• 2:28
  like
• 2:28
  he's
• 2:28
  going
• 2:28
  to
• 2:28
  broaden
• 2:28
  this
• 2:29
  out
• 2:29
  throughout
• 2:29
  the
• 2:29
  organization
• 2:30
  too
• 2:30
  for,
• 2:31
  for
• 2:31
  further
• 2:33
  to
• 2:33
  in
• 2:33
  an
• 2:34
  attempt
• 2:34
  to
• 2:34
  put
• 2:34
  people
• 2:35
  in
• 2:35
  further
• 2:35
  connection
• 2:36
  with
• 2:36
  the
• 2:36
  customers
• 2:37
  directly
• 2:37
  too?
• 2:37
  So
• 2:38
  I
• 2:38
  think,
• 2:38
  you
• 2:38
  know,
• 2:38
  you
• 2:39
  got
• 2:39
  to
• 2:39
  design
• 2:39
  the
• 2:39
  process
• 2:40
  around
• 2:40
  it.
• 2:40
  But
• 2:40
  for
• 2:40
  both
• 2:41
  him
• 2:41
  and
• 2:41
  and
• 2:41
  then
• 2:42
  for
• 2:42
  the
• 2:42
  other
• 2:42
  Burger
• 2:42
  King
• 2:43
  team
• 2:43
  members
• 2:43
  that
• 2:43
  end
• 2:43
  up
• 2:44
  doing
• 2:44
  this
• 2:44
  as
• 2:44
  well.
• 2:45
  So,
• 2:45
  I
• 2:45
  mean,
• 2:45
  I
• 2:46
  just,
• 2:46
  I,
• 2:46
  I
• 2:46
  think
• 2:47
  it's
• 2:47
  a
• 2:47
  brilliant,
• 2:48
  brilliant
• 2:49
  move
• 2:49
  here
• 2:50
  too.
• 2:50
  I
• 2:50
  mean,
• 2:50
  you
• 2:50
  get,
• 2:51
  it
• 2:51
  puts
• 2:52
  you
• 2:52
  close
• 2:52
  to
• 2:52
  the
• 2:52
  customer,
• 2:53
  you
• 2:53
  get
• 2:53
  the
• 2:53
  pr.
• 2:54
  You
• 2:54
  also
• 2:54
  align
• 2:55
  your
• 2:55
  whole
• 2:56
  organization
• 2:56
  around
• 2:57
  the
• 2:57
  customer
• 2:57
  being
• 2:58
  important.
• 2:58
  Like,
• 2:59
  you
• 2:59
  can
• 2:59
  imagine
• 3:00
  you,
• 3:00
  you
• 3:01
  can
• 3:01
  imagine
• 3:01
  some
• 3:01
  of
• 3:02
  the
• 3:02
  execs
• 3:02
  out
• 3:02
  there
• 3:02
  fielding
• 3:03
  phone
• 3:03
  calls.
• 3:03
  It's,
• 3:04
  it's
• 3:04
  enough
• 3:04
  just
• 3:05
  to
• 3:05
  try
• 3:05
  to
• 3:05
  get
• 3:05
  them
• 3:06
  to
• 3:06
  work
• 3:06
  in
• 3:06
  stores.
• 3:07
  You
• 3:07
  know,
• 3:07
  that's
• 3:07
  hard
• 3:08
  enough.
• 3:08
  But
• 3:09
  to,
• 3:09
  to
• 3:09
  get
• 3:09
  them
• 3:09
  fielding
• 3:10
  phone
• 3:10
  calls,
• 3:10
  like
• 3:11
  that's
• 3:11
  a
• 3:11
  pretty
• 3:11
  bold
• 3:11
  move.
• 3:12
  And
• 3:12
  so,
• 3:12
  you
• 3:13
  know,
• 3:13
  I've
• 3:13
  always
• 3:14
  said
• 3:14
  on
• 3:14
  this
• 3:14
  show
• 3:14
  that
• 3:15
  I'm
• 3:15
  a
• 3:16
  big
• 3:16
  advocate
• 3:16
  of
• 3:16
  working
• 3:17
  in
• 3:17
  the
• 3:17
  store,
• 3:18
  of
• 3:18
  working
• 3:18
  in
• 3:18
  the
• 3:19
  call
• 3:19
  centers.
• 3:19
  I
• 3:19
  think
• 3:20
  those
• 3:20
  should
• 3:20
  be
• 3:20
  mandatory
• 3:21
  activities.
• 3:21
  So
• 3:22
  kudos
• 3:22
  to
• 3:22
  Mr.
• 3:22
  Curtis
• 3:23
  for
• 3:23
  eating
• 3:23
  what
• 3:23
  he
• 3:24
  cooks.
• 3:24
  And
• 3:24
  that's
• 3:25
  my
• 3:25
  big
• 3:25
  takeaway
• 3:25
  on
• 3:25
  this.
• 3:26
  Yeah,
• 3:27
  I
• 3:27
  mean,
• 3:27
  I,
• 3:27
  I
• 3:28
  agree.
• 3:28
  I
• 3:28
  love
• 3:28
  the
• 3:29
  ideas,
• 3:29
  the
• 3:30
  idea
• 3:30
  of
• 3:30
  executives
• 3:31
  spending
• 3:31
  more
• 3:31
  time
• 3:31
  in
• 3:32
  front
• 3:32
  of
• 3:32
  the
• 3:32
  customers
• 3:32
  or
• 3:33
  on
• 3:33
  the
• 3:33
  phone
• 3:33
  with
• 3:33
  them,
• 3:33
  I
• 3:34
  will
• 3:34
  always
• 3:34
  be
• 3:35
  a
• 3:35
  proponent
• 3:35
  of
• 3:35
  that.
• 3:36
  But
• 3:37
  this
• 3:37
  is
• 3:37
  but
• 3:39
  100%
• 3:40
  a
• 3:40
  marketing
• 3:41
  play
• 3:41
  and
• 3:41
  a
• 3:41
  really
• 3:41
  smart
• 3:42
  marketing
• 3:43
  play.
• 3:43
  That's
• 3:43
  what
• 3:44
  this
• 3:44
  is
• 3:44
  more
• 3:44
  than
• 3:44
  anything
• 3:45
  else.
• 3:45
  Do
• 3:45
  I
• 3:45
  think
• 3:45
  this
• 3:46
  is
• 3:46
  going
• 3:46
  to
• 3:46
  be
• 3:46
  a
• 3:47
  thing
• 3:47
  ongoing
• 3:47
  beyond
• 3:48
  two
• 3:48
  weeks
• 3:48
  from
• 3:48
  now,
• 3:49
  maybe
• 3:49
  to
• 3:50
  get
• 3:50
  a
• 3:50
  sound
• 3:50
  bite
• 3:51
  from
• 3:51
  a
• 3:51
  customer
• 3:51
  and
• 3:52
  then
• 3:52
  turn
• 3:52
  that
• 3:52
  into
• 3:52
  a
• 3:53
  campaign
• 3:53
  to
• 3:53
  say,
• 3:54
  Joe,
• 3:54
  you
• 3:55
  know,
• 3:55
  wanted
• 3:56
  more
• 3:56
  Whopper
• 3:57
  sauce
• 3:57
  on
• 3:57
  the
• 3:57
  side.
• 3:58
  So
• 3:58
  now
• 3:58
  we
• 3:58
  have
• 3:58
  a
• 3:59
  new
• 3:59
  product
• 3:59
  because
• 3:59
  they
• 4:00
  show
• 4:00
  that
• 4:00
  they're
• 4:00
  listening
• 4:01
  to
• 4:01
  their
• 4:01
  customers.
• 4:01
  So
• 4:02
  wonderful,
• 4:03
  brilliant
• 4:03
  marketing
• 4:04
  strategy.
• 4:04
  Do
• 4:05
  I
• 4:05
  think
• 4:05
  this
• 4:05
  is
• 4:05
  really
• 4:06
  the,
• 4:06
  the
• 4:06
  key
• 4:07
  to
• 4:07
  executives
• 4:08
  hearing
• 4:08
  and
• 4:09
  responding
• 4:09
  to
• 4:09
  what
• 4:09
  the,
• 4:10
  the
• 4:10
  actual
• 4:10
  Burger
• 4:11
  King
• 4:11
  customer
• 4:12
  thinks
• 4:12
  for
• 4:12
  an
• 4:13
  ongoing
• 4:13
  basis?
• 4:14
  No,
• 4:14
  I
• 4:15
  don't.
• 4:15
  I
• 4:15
  think
• 4:15
  they're
• 4:15
  going
• 4:15
  to
• 4:16
  get
• 4:16
  much
• 4:16
  more
• 4:16
  value
• 4:16
  from
• 4:16
  actually
• 4:17
  being
• 4:17
  in
• 4:17
  the
• 4:17
  stores,
• 4:18
  having
• 4:18
  the
• 4:18
  executives
• 4:19
  work
• 4:19
  a
• 4:20
  shift
• 4:21
  in
• 4:21
  the
• 4:21
  store,
• 4:23
  maybe
• 4:23
  listening
• 4:24
  to
• 4:24
  a
• 4:24
  few
• 4:24
  phone
• 4:24
  calls
• 4:25
  here
• 4:25
  and
• 4:25
  there.
• 4:25
  But
• 4:25
  this
• 4:25
  is
• 4:26
  100%
• 4:26
  a
• 4:27
  really
• 4:27
  smart.
• 4:27
  And
• 4:29
  when
• 4:29
  Adweek
• 4:29
  gives
• 4:30
  awards
• 4:30
  at
• 4:30
  the
• 4:30
  end
• 4:30
  of
• 4:30
  the
• 4:30
  year,
• 4:31
  this
• 4:31
  is
• 4:31
  going
• 4:31
  to
• 4:31
  be
• 4:31
  a
• 4:32
  campaign
• 4:32
  that
• 4:32
  absolutely
• 4:33
  win
• 4:33
  think.
• 4:34
  Customers
• 4:34
  are
• 4:34
  going
• 4:34
  to
• 4:34
  love
• 4:34
  it
• 4:35
  and
• 4:35
  they'll
• 4:35
  get
• 4:35
  more,
• 4:36
  more
• 4:36
  traffic
• 4:37
  to
• 4:37
  Burger
• 4:37
  King
• 4:38
  because
• 4:38
  of
• 4:38
  it.
• 4:38
  But
• 4:39
  is
• 4:39
  this
• 4:39
  like,
• 4:40
  is
• 4:40
  this
• 4:40
  the
• 4:41
  we're
• 4:41
  listening
• 4:41
  to
• 4:41
  our
• 4:42
  customers
• 4:42
  ploy
• 4:43
  and
• 4:43
  we're
• 4:43
  going
• 4:43
  to
• 4:43
  make
• 4:43
  our,
• 4:43
  our
• 4:44
  executives
• 4:44
  listen
• 4:45
  to
• 4:45
  them?
• 4:45
  No,
• 4:46
  no,
• 4:46
  no.
• 4:47
  So
• 4:47
  you
• 4:47
  don't,
• 4:47
  you
• 4:47
  know,
• 4:47
  you
• 4:47
  think
• 4:48
  a
• 4:48
  year
• 4:48
  from
• 4:48
  now
• 4:48
  he's
• 4:48
  not
• 4:48
  doing
• 4:49
  this
• 4:49
  anymore.
• 4:49
  That's
• 4:49
  your
• 4:49
  two
• 4:50
  weeks
• 4:50
  now
• 4:50
  he's
• 4:51
  only
• 4:51
  doing
• 4:51
  this
• 4:51
  for
• 4:51
  two
• 4:51
  weeks
• 4:52
  and
• 4:52
  then
• 4:52
  he's
• 4:52
  going
• 4:52
  to
• 4:53
  do
• 4:53
  it
• 4:53
  on
• 4:53
  a,
• 4:53
  a
• 4:54
  random
• 4:54
  basis?
• 4:55
  Like,
• 4:55
  no,
• 4:56
  this
• 4:56
  is
• 4:56
  100%.
• 4:58
  You're
• 4:58
  in
• 4:58
  a
• 4:58
  two
• 4:59
  week
• 4:59
  marketing
• 5:01
  you
• 5:01
  know,
• 5:01
  experience.
• 5:02
  And
• 5:03
  then.
• 5:04
  Then
• 5:04
  we're
• 5:04
  gonna
• 5:04
  figure
• 5:05
  this
• 5:05
  out.
• 5:05
  Like
• 5:06
  I
• 5:06
  said,
• 5:06
  he
• 5:06
  could
• 5:06
  be
• 5:06
  in
• 5:07
  the
• 5:07
  stores.
• 5:07
  That.
• 5:07
  That
• 5:08
  would
• 5:08
  be
• 5:08
  great.
• 5:08
  If
• 5:08
  that
• 5:08
  comes
• 5:09
  to
• 5:09
  this.
• 5:09
  I
• 5:09
  just.
• 5:09
  I
• 5:09
  don't
• 5:10
  see
• 5:10
  that
• 5:10
  happening.
• 5:11
  Well,
• 5:11
  if
• 5:11
  that
• 5:11
  happens,
• 5:11
  then
• 5:12
  I
• 5:12
  hate
• 5:12
  it,
• 5:12
  because
• 5:12
  then
• 5:12
  you're
• 5:13
  just.
• 5:13
  Then
• 5:13
  you're
• 5:13
  just
• 5:13
  pissing
• 5:14
  me
• 5:14
  off
• 5:14
  as
• 5:14
  an
• 5:14
  employee.
• 5:14
  I'm
• 5:15
  like,
• 5:15
  if
• 5:15
  you're
• 5:15
  gonna
• 5:15
  do
• 5:15
  this,
• 5:15
  stick
• 5:16
  by
• 5:16
  it,
• 5:16
  make
• 5:16
  it.
• 5:17
  Make
• 5:17
  it
• 5:17
  part
• 5:17
  of
• 5:17
  the
• 5:17
  culture.
• 5:17
  That's.
• 5:18
  That's
• 5:18
  my
• 5:18
  take,
• 5:19
  but.
• 5:19
  Wow.
• 5:19
  All
• 5:20
  right,
• 5:20
  hot
• 5:20
  take
• 5:20
  coming
• 5:21
  in
• 5:21
  from
• 5:21
  Anne
• 5:22
  at
• 5:22
  the
• 5:22
  end
• 5:22
  of
• 5:22
  the
• 5:22
  show.