Burger King’s President Actually Worked A BK Shift And It’s Awkward

Fast-food executives don’t usually spend much time in the spotlight unless they’re announcing a new menu item or explaining the company’s latest earnings. And after McDonald’s CEO was roasted online for appearing to take a tiny bite during a viral burger taste test, it’s easy to see why most leaders prefer to stay behind the scenes.

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Burger King’s president, however, has been taking the opposite approach. The brand’s latest Instagram video is another attempt to connect with customers, although it makes many wonder: is this the start of meaningful change or just another choreographed PR move?

The Whole Thing Feels A Little… Staged

In a recent Instagram video shared by Burger King, President Tom Curtis quietly entered one of their restaurants before greeting employees and sharing some concerns from customers. “I stopped going because the customer service was just horrendous,” one customer said. “It’s just that inconsistency. I’d go there a lot more if it was one of those stores where they treat me well and they greet me at the door.”

To Curtis’s credit, he doesn’t try to explain away the criticism or get defensive in any way. Instead, he listens, pens down a few notes, and later uses the feedback as the basis for a conversation with the restaurant team about improving consistency. “One of the themes that I’m getting is that we’re a little bit inconsistent sometimes with the way that we serve people… and the friendliness that we have,” Curtis said. “I know you guys do a fantastic job here, but we need to figure out how we can do this everywhere, consistently, every day. How can we get better?”

Even so, the entire setup makes it clear that this is a carefully produced PR video, not a random visit.

Burger King Has Been Trying To Listen More Lately

The latest Burger King Instagram video featuring the president looks like a follow-up to the one shared on February 24, 2026. In the video, Curtis calls customers―and reactions were exactly what most people would expect. One customer, Hannah, could hardly believe the call was real. “Oh my God, Tom? I’m freaking out a little right now,” she said before jokingly asking if it was AI.

The new video takes that same idea one step further. Rather than picking up the phone, Curtis is shown visiting a Burger King restaurant in person and referencing feedback he got from speaking with customers.

Will Actual Concerns Be Addressed?

The video itself feels awkward. Obviously, BK employees knew to expect the president of the company walking into their location. The employees filmed even posed similarly: hands to their sides and a polite smile as they nodded to every comment Curtis made. And look, we get it. It’s a PR move. And watching a company president share customers’ feedback with staff shows they are at least making efforts to listen more to their customers. But, just like the infamous McDonald’s tiny bite, the vibe comes off as inauthentic and out-of-touch.

And most importantly, whether those conversations ultimately lead to more consistent experiences across thousands of restaurants remains to be seen.