Burger King is launching a new menu inspired by the upcoming live-action remake of “How to Train Your Dragon.” This includes items like the Dragon’s Flame Green Whopper, Dragon Mozzarella Fries, soaring strawberry lemonade, and Viking’s Chocolate Sundae. This initiative is part of Burger King’s broader strategy to attract families, as the brand works to recover from sales declines and stiff competition from rivals like McDonald’s and Wendy’s.
President Tom Curtis emphasized the importance of a “family-first” marketing approach aimed at engaging a wide age range, including millennials and Gen Alpha. The recent decline in sales, particularly in the last quarter, has prompted Burger King to enhance its promotional strategies, including leveraging past successful partnerships like the one with the Addams Family.
The menu tie-in reflects Burger King’s historic connection with film promotions, and they plan a more vigorous advertising strategy for this partnership. Curtis is confident that this approach will help drive long-term customer loyalty, aiming to sustain sales growth as they prepare for future offerings.
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