Want changes at Burger King? President Tom Curtis just opened his phone line to customers directly for tips
'Guests are our most important advisors,' Curtis said.
Most major corporations collect customer feedback through surveys and automated systems. Burger King is trying something far more direct. In a recent video shared on TikTok and Instagram by @burgerking, President Tom Curtis appeared on camera and said, "Hi, I'm Tom Curtis," before adding, "and here's my number (305) 874-0520," inviting customers to call or text him personally. The TikTok video has garnered over 363k views and 18.8k likes so far.
@burgerking You have thoughts about Burger King, I want to hear them. My phone number is (305)-874-0520. By participating, you agree to program terms at bk.com/yourwayterms.
♬ original sound - Burger King
The initiative, announced on February 18, 2026, gives diners direct access to the president of Burger King in the United States and Canada. On-screen text in the video reads, "Call Tom Curtis, President of Burger King (305) 874-0520." Curtis framed the move as an effort to build stronger relationships with customers. "Guests are our most important advisors," he said. "We're grateful that they provide the feedback that is shaping our brand today and in the future."
In a LinkedIn post explaining the decision, Curtis wrote that he wants "even more real conversations with real guests." He asked openly, "What are we doing well? What can we improve upon? What should we stop doing? What should we start doing?" He added, "I personally want to have the opportunity to hear as much direct feedback as possible." Burger King says customer suggestions have influenced past menu updates, technology changes, and promotions, including the Million Dollar Whopper contest. The company now appears to be extending that approach by reducing the distance between leadership and customers.
The video itself received a ton of responses from viewers, who shared a lot of suggestions and feedback. @MegaroniDo said, "Random drop-ins. You will see dirty stores. Poor service from the cashiers. Cold food." @CynthiaTom added, "When was the last time you popped into a random Burger King as an anonymous customer? If you do that, you know exactly what the problems are." @OnixEvery suggested, "Burger King I've been to lately is understaffed, unfriendly, food is never hot & fresh, and they always get something wrong on my order." As per Inc., Curtis, who has led Burger King since 2021 after more than three decades at Domino's Pizza, acknowledged that the idea may seem unusual.
But marketing analysts have noted a wider shift toward transparency and direct executive communication. The 2025 study published in Advances in Consumer Research examined how transparency and ethical marketing influence consumer trust in digital brands. Researchers analyzed how openly communicating decisions, admitting shortcomings, and visibly responding to customer concerns affect long-term brand relationships. The findings showed that when companies demonstrate transparency and engage directly with consumers, trust levels increase significantly, particularly among younger, digitally native audiences.
The study also noted that perceived authenticity plays a central role in whether customers remain loyal or disengage. In short, visible leadership communication and open dialogue were linked to stronger emotional connection and sustained brand trust. Curtis said he plans to respond to "as many daily calls as possible," framing the move as a way to hear feedback firsthand rather than through layers of internal reporting. For now, the phone number remains public, and customers who have thoughts about the menu, store experience, or brand direction have a direct line to the top.
You can follow Burger King on Instagram and TikTok for more updates.
More on Scoop Upworthy
Burger King celebrates 70-year anniversary with heartwarming tribute to elderly couples
'Undercover Boss' finds out struggling employee is neck-deep in debt — changes his life overnight
Share on Facebook
