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Pillsbury's Executive Vice President of Restaurant Operations Norman E. Brinker was tasked with turning the brand around, and strengthening its position against its main rival McDonald's. One of his initiatives was a new advertising campaign featuring a series of attack ads against its major competitors. This campaign started a competitive period between Burger King, McDonald's, and top burger chains known as the Burger wars.[15] Brinker left Burger King in 1984, to take over Dallas-based gourmet burger chain Chili's.[16]

In August 2014, 3G announced that it planned to acquire the Canadian restaurant and coffee shop chain Tim Hortons and merge it with Burger King with backing from Warren Buffett's Berkshire Hathaway. The two chains will retain separate operations post-merger, with Burger King remaining in its Miami headquarters.[50] A Tim Hortons representative stated that the proposed merger would allow Tim Hortons to leverage Burger King's resources for international growth. The combined company will be the third-largest international chain of fast food restaurants.[51][52] The deal lead to a controversy over the practice of tax inversions, in which a company decreases the amount of taxes it pays by moving its headquarters to a tax haven, a country with lower rates but maintains the majority of their operations in their previous location. As a high-profile instance of tax inversion, news of the merger was criticized by U.S. politicians, who felt that the move would result in a loss of tax revenue to foreign interests, and could result in further government pressure against inversions.[52][53][54][55]

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Burger King was formerly headquartered in a nine-story office tower by the Miami International Airport in unincorporated Miami-Dade County, Florida.[80] Elaine Walker of the Miami Herald stated that the headquarters has a "Burger King" sign that drivers on State Road 836 "can't miss". In addition, the chain planned to build a neon sign on the roof to advertise the brand to passengers landing at the airport. On Monday July 8, 2002, 130 employees began working at the Burger King headquarters with the remainder moving in phases in August 2002. Prior to the moving to its current headquarters in 2002, Burger King had considered moving away from the Miami area to Texas; Miami-Dade County politicians and leaders lobbied against this, and Burger King stayed.[81] In August 2014, the future of the company's Miami headquarters was again in doubt as reports surfaced that Burger King was in talks about buying the Canadian restaurant chain Tim Hortons, with a view to relocating its headquarters to Canada where the corporate tax rate was lower.[82][83] The merger between Burger King and Tim Hortons created the fast food company now known as Restaurant Brands International Inc.[84]

On November 19, 2019, a lawsuit was filed by a vegan from Atlanta, Georgia against Burger King for allegedly failing to clearly disclose that Impossible Whopper burgers were heated on the same grill as their beef burgers.[153] The lawsuit was dismissed.[154]

When the predecessor of Burger King first opened in Jacksonville in 1953, its menu consisted predominantly of basic hamburgers, French fries, soft drinks, milkshakes, and desserts. After being acquired by its Miami, Florida, franchisees and renamed to its current moniker in 1954, BK began expanding the breadth of its menu by adding the Whopper sandwich in 1957. This quarter-pound (4 oz (110 g)) hamburger was created by Burger King's new owners James McLamore and David Edgerton as a way to differentiate BK from other burger outlets at the time.[163] Since its inception, the Whopper has become synonymous with Burger King and has become the focus of much of its advertising.[164] The company even named its new kiosk-style restaurants Whopper Bars.[165]

In order to appeal to as many demographic groups as possible and better compete with its competitor, Wendy's, Burger King added a multi-tiered value menu in 1993 with items priced at 99, US$1.99 and $2.99.[22] The additions, part of then CEO James Adamson's back-to-basics program called Operation Phoenix, were an attempt to add not only a value menu, but also a line of value meals.[175] The tiered menu was replaced with a more standard value menu in 1998 while the value meals were separated into their own menu segment.[176] This value menu featured seven products: Whopper Jr., five-piece Chicken Tenders, a bacon cheeseburger, medium-sized French fries, medium soft drink, medium onion rings, and a small milkshake. In 2002 and 2006, BK revamped its value menu, adding and removing several different products such as chili and its Rodeo Cheeseburger.[177] Many of these items have since been discontinued, modified or relegated to a regional menu option.[178] To better appeal to a more adult palate and demographic, BK introduced several new products to its menu in 2003, including several new or revamped chicken products, a new salad line and its BK Joe brand of coffee. Some of the new products, including their Enormous Omelet Sandwich line and the BK Stacker line, brought negative attention due to the large portion size, and amounts of unhealthy fats and trans-fats.[179][180][181] Many of these products featured higher quality ingredients like whole chicken breast, Angus beef, and natural cheeses such as cheddar and pepper jack.[182] Again, not all these products, such as the BK Baguette line, have met sales expectations.[36]

After successfully testing vegan products at meat-free temporary restaurants in Leicester Square and Bristol, Burger King UK announced that in 2023 it would offer a Vegan Royale Bakon King, made with vegan bacon, vegan cheese and a vegan burger made by The Vegetarian Butcher.[194]

Shortly after the acquisition of Burger King by TPG Capital, L.P. in 2002, its new CEO Brad Blum set about turning around the fortunes of the company by initiating an overhaul of its flailing advertising programs. One of the first moves by the company was to reinstate its famous "Have it your way" slogan as the corporate motto. BK handed the effort off to its new advertising agency, Miami-based Crispin Porter + Bogusky (abbreviated as CP+B). CP+B was known for having a hip, subversive tack when creating campaigns for its clients, exactly what BK was looking for.[36][37] One of CP+B strategies was to revive the Burger King character used during BK's 1970s/1980s Burger King Kingdom children's advertising campaign as a caricatured variation, now simply called "the King".[209][210] The farcical nature of "the Burger King" centered advertisements inspired an internet meme where the King is edited into unusual situations that are either comical or menacing, many times followed with the phrase "Where is your God now?"

Burger King Brazil this week unveiled a Barbie-themed meal. The BK Barbie Combo features a cheeseburger topped with bacon bits and dressed with a bright pink sauce that Burger King says has a "smoky" flavor.

The revamped logo replaces the previous design introduced in 1999, which was made up of a more stylised burger surrounded by a blue crescent. According to Smith removing the artificial-looking blue swish was a reference to improvements in the brand's food.

"We wanted to use design to help close the gap between the negative perceptions a lot of people have of fast food, and the positive reality of our food story by making the brand feel less synthetic, artificial and cheap, and more real, crave-able and tasty," she continued. "Put simply, to make the Burger King brand and the food even more craveable."

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Burger King is among the chains working to appeal to these younger consumers who tend to avoid fast food in favor of fast casual restaurants that offer healthier items. Successfully reaching millennials and Gen Zers translates to offering greater convenience and memorable marketing, especially as mobile platforms become key battlegrounds for QSRs offering order-ahead and delivery capabilities.

Founded in 1954, the Burger King brand is a global quick service hamburger chain known for food quality and value and as the only place guests can get the iconic flame-grilled Whopper sandwich. The Burger King system operates more than 18,700 locations in more than 100 countries and U.S. territories. Almost 100 percent of Burger King restaurants are owned and operated by independent franchisees, many of them family-owned operations that have been in business for decades. To learn more about the Burger King brand, please visit the official brand website at www.bk.com or the newsroom at news.bk.com, and follow us on Facebook, Twitter, Instagram and TikTok.

Burger King is the latest company in the crosshairs. In August, a federal judge in Florida refused to dismiss a class action lawsuit that claims Burger King's ads overstate the amount of meat in its Whopper burger and other sandwiches.

While the case against Burger King was filed in Miami, where its parent company has its U.S. headquarters, one of the attorneys who filed it has similar cases pending in New York against Wendy's, McDonald's and Taco Bell. That attorney, James Kelly, didn't respond to a message seeking comment.

In the Burger King case, plaintiffs in multiple states sued in March 2022, claiming that advertisements and photos on store menu boards show burgers that are about 35% larger __ with double the meat __ than the burgers they purchased. The plaintiffs said they wouldn't have bought the sandwiches if they had known the actual size. ff782bc1db