Burger King is redefining its restaurant manager role with a new, more distinct uniform and new responsibilities to better address guest concerns. The chain’s new managerial role, the Your Way Champion, will have a new uniform and greater customer-facing responsibilities. This change is part of the company’s efforts to improve the guest experience.
Redefined Role
The Your Way Champion will serve as a dedicated point person, clearly identifiable in a Your Way Champion uniform, who welcomes guests, ensures orders are prepared the way they are requested, and is available to make things right whenever needed. The new role will build on Burger King’s turnaround efforts, like tweaks to its Whopper recipe, and its guest-engagement focused marketing.
Tom Curtis, the U.S. President of Burger King, said in a statement, “We’re not going to get everything right every single time, but we’re committed to listening intently and improving every day.” This change is based on guest feedback, according to the company.
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Investing in Training
Burger King will invest in more training for restaurant-level workers and provide more resources to support the shift toward the Your Way Champion model. The new managers will be tasked with creating a welcoming store environment, double checking orders, focusing on order customization, and serving as points of contact for customer problems.
As part of this effort, Burger King is also adding a “Whopper Guarantee.” Consumers dissatisfied with a Whopper can request it be remade and will be offered a complimentary Whopper to be redeemed on their next visit. This pledge reflects the centrality of the Whopper and burger customization to the chain’s identity.
Other major chains have also redefined positions or launched major hiring campaigns recently. For instance, they created new assistant store manager roles for which they will eventually hire or promote thousands of candidates, similar to Starbucks.
Turnaround Efforts
Burger King’s changes are part of a multi-year brand turnaround that began with significant remodels and marketing spend and came to encompass culinary changes, marketing shifts, and a push to hire workers as sales growth accelerated. The company’s efforts to improve the guest experience are likely to continue, with a focus on listening to customer feedback and making improvements accordingly.
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They will continue to gather feedback from guests. By doing so, Burger King may be able to improve the overall guest experience, and to increase customer satisfaction.
The Your Way Champion role is a key part of these efforts, and will play a critical role in ensuring that guests have a positive experience at Burger King restaurants. As Burger King continues to evolve and improve, it will be important to monitor the impact of these changes, and to make further adjustments as needed.
It is a new step.