Burger King Launches "How to Train Your Dragon" Menu: A Colorful Strategy for Family Engagement

Burger King is rolling out an enticing new menu inspired by the much-anticipated live-action remake of How to Train Your Dragon, featuring dishes designed to capture the attention of families and young diners. This strategic move marks a key aspect of the fast-food chain’s efforts to revitalize its brand and boost U.S. sales.

The new offerings, starting Tuesday, include the Dragon Flame-Grilled Whopper, Fiery Dragon Mozzarella Fries, Soaring Strawberry Lemonade, and the Viking’s Chocolate Sundae. Each menu item is not only unique but also visually striking, featuring vibrant colors and flavors that are sure to excite children and adults alike. Tom Curtis, President of Burger King U.S. and Canada, stated, “Where we’re really starting to lean in now that we’ve made some progress… is on a family-first marketing strategy.”

A Turnaround in Focus

As Burger King continues its turnaround strategy, the fast-food chain is making significant investments in restaurant renovations, operational improvements, and marketing. After trailing behind competitors like McDonald’s and Wendy’s, the company is determined to capture a bigger share of the family market.

Curtis emphasized the importance of appealing to families across various age groups. He noted, “We’re inviting families back in, and we’re finding that we’re getting better retention when they do come back in.” This approach comes at a crucial time, as the company is facing challenges with slumping same-store sales. As families become a focus for the brand, the hope is to create a more lasting customer relationship.

Embracing Movie Collaborations

Burger King has a long history of collaborating with popular movies, starting as far back as 1977 with its Star Wars drinking glasses. This tradition continues as the chain aims to leverage the success of its previous movie tie-ins, such as Spider-Man: Across the Spider-Verse and The Addams Family, both of which showcased colorful, themed Whoppers. These previous promotions have shown promising sales numbers, leading to a more aggressive marketing strategy this time around.

Curtis explained, "Not having artificial dyes and colors is something that’s been important to us for a while." As consumers become increasingly health-conscious, the chain’s use of natural coloring agents aligns with shifting consumer preferences away from artificial additives, a move that could bolster the brand’s appeal among health-conscious families.

Anticipating a Big Summer Blockbuster

The live-action How to Train Your Dragon is expected to be one of the season’s major blockbusters, having grossed over $1.6 billion from the animated trilogy. Burger King is optimistic about the anticipated success of its menu tie-in, with Curtis reporting that the company has dramatically increased its forecasts for this promotion.

The partnership isn’t just a superficial association; Burger King is also revamping its advertising strategy to effectively communicate this collaboration. Curtis shared that in previous campaigns, the connection to the movie property was more understated. This time around, they aim to showcase the partnership boldly within their advertising platforms.

To manage supply effectively, the chain has adopted a more proactive approach to inventory by monitoring popular items and ensuring that they can meet demand. They learned this lesson during the Spider-Verse promotion when high demand led to supply shortages.

Looking Forward

Burger King’s exciting initiatives come at a pivotal time, as the chain looks to solidify its place in the fast-food landscape. By incorporating innovative menu items tied to popular culture and prioritizing family-friendly marketing, the brand hopes to reposition itself favorably against its competitors.

As Burger King continues to navigate its comeback strategy, the direction it takes in partnering with franchises will likely be a significant factor in its long-term success. Curtis hinted at future collaborations, noting, “We’re doing a couple more than we have in the past… and we’re getting some lined up for next year as well. In every one of those, we’ll go all in.”

Ultimately, whether these strategies can breathe new life into the chain remains to be seen, but one thing is for certain: Burger King is ready to reclaim its spot in the hearts and bellies of families everywhere. With the How to Train Your Dragon menu on the horizon, all eyes will be on how it unfolds this summer.