- Burger King workers are required to tell every customer “you rule” as part of a marketing campaign
- Employees must also offer a cardboard crown to all visitors, regardless of their age or if they are with children
- The policy has been in effect since the end of 2022, PEOPLE confirms, and the restaurant has checks in place to ensure locations follow the rule
Burger King has a rule, which is that “you Rule.”
Fast food chain employees are required to offer every customer a crown — regardless of age or order. They must also say, “You rule,” according to Bloomberg. It’s said to be an effort to boost franchise scores after the company announced it was offering expansion opportunities to top scorers.
Let’s say it’s a guy who’s about 38 years old, no kids in the car, and I have to say to him, ‘Do you want a crown?’ You can’t help but smile when you say it, and he can’t help but smile back,” said Deborah Derby, chief executive officer of Burger King’s largest U.S. franchisee, Carrols Restaurant Group Inc. “That requires an extra two minutes of engagement.”
A Burger King spokesperson told PEOPLE that the policy is effective as of October 2022.
“‘You Rule’ is more than just a marketing campaign,” they said, “it affects every guest touch point including the restaurant experience, where we encourage team members to spread the joy of ‘You Rule’ every opportunity they get, whether it’s about personally welcoming guests or thanking them for the ride. ‘You Rule’ is about outwardly appreciating everyday royalty – YOU!”
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Derby said that when customers have a memorable experience at Burger King, they are more likely to leave happy and with a “positive aura,” according to Bloomberg. Along with the crown and tag-line, all franchises aim to have a faster turnaround between the order and the food in the customer’s hand.
Towards the outlet, The chain sent people to monitor the restaurants, making sure they followed the requirements.
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In September 2022, Burger King announced a two-year, $400 million initiative to “accelerate sales growth” at franchises across the United States. The press release stated that $150 million will go to advertising and $250 million to a “Royal Reset,” or equipment and technology improvements, as well as renovations.
Categories: Trends
Source: HIS Education