by Burger King is turning up the heat with its new Dragon-themed menu and bold rival trolling to attract families back to its restaurants.
Despite these efforts, the fast-food giant still ranks far behind top burger chains in the U.S., according to a recent Yelp survey.
What Happened
Burger King launched a limited-edition family-friendly menu inspired by the upcoming How to Train Your Dragon movie, releasing it ahead of the film’s premiere on June 13, 2025.
The campaign includes playful digs at competitors McDonald’s and Wendy’s as part of a broader marketing push.
Key Details
- Dragon-Inspired Menu Items
- Dragon Flame-Grilled Whopper
- Fiery Dragon Mozzarella Fries
- Soaring Strawberry Lemonade
- Viking’s Chocolate Sundae
- The promotion begins Tuesday, May 27, and runs through early July 2025.
- Tom Curtis, President of Burger King U.S. and Canada, stated on CNBC that the chain aims to bring families back, with early results showing increased customer return rates.
- Burger King continues its long history of rival trolling, accusing McDonald’s and Wendy’s of copying its ideas and engaging in playful social media battles, including giveaways and advertising jabs.
Reactions or Statements
Tom Curtis openly acknowledged the competitive landscape, saying, “I know that they’re scrambling,” referring to McDonald’s and Wendy’s. He called their imitation “the sincerest form of flattery,” which only strengthens Burger King’s resolve.
Past playful digs include:
| Year | Incident | Rival Targeted |
|---|---|---|
| 2020 | Mascot photo outside Wendy’s mocking their patties | Wendy’s |
| 2023 | Launch of spicy nuggets after Wendy’s removed theirs | Wendy’s |
| Recent | “Work for a king, not a clown” hiring poster | McDonald’s |
Investigation or What’s Next
Burger King plans to accelerate growth in 2025 with new offerings like a premium coffee range, aiming to rival McDonald’s McCafe. These initiatives fall under Restaurant Brands International’s broader strategy to boost U.S. market performance.
However, according to Yelp’s recent survey analyzing 119,000 reviews, Burger King remains behind in customer popularity:
| Rank | Burger Chain |
|---|---|
| 1 | In-N-Out Burger |
| 2 | The Habit Burger Grill |
| 3 | Shake Shack |
| 4 | Culver’s |
| 5 | Islands Restaurants |
McDonald’s ranks 17th, Burger King 19th, and Wendy’s 22nd, indicating a challenging market for the big three.
FAQs
Q1: When does Burger King’s Dragon Menu promotion start and end?
A1: The promotion starts May 27, 2025, and runs through early July 2025.
Q2: What inspired the new Burger King menu?
A2: The menu is inspired by the new How to Train Your Dragon movie releasing June 13, 2025.
Q3: How is Burger King handling competition with rivals?
A3: Burger King uses playful trolling and marketing jabs at McDonald’s and Wendy’s while focusing on unique menu items.
Q4: How does Burger King rank compared to other U.S. burger chains?
A4: Burger King ranks 19th on Yelp’s list of top burger chains, behind smaller regional favorites.
Q5: What other growth plans does Burger King have for 2025?
A5: They introduced a premium coffee range and aim to improve sales through creative promotions.
Summary / Final Takeaway
Burger King’s 2025 Dragon Menu and rival trolling reflect its bold attempt to reclaim family diners and boost sales. Despite these creative efforts, the brand remains behind leading burger chains in customer preference.
As National Hamburger Day approaches, the competition highlights that innovation and playful rivalry are essential but not enough to secure top rankings.
Burger King’s future success will depend on combining unique flavors, engaging marketing, and consistent customer loyalty.
