RAPID CITY, SD — Burger King has taken direct customer feedback into their own hands. Or, in Burger President Tom Curtis’ case, into his own phone.

After being President of Burger King for four years, Curtis said he has now opened his personal phone to calls and texts. This, he said, is in an effort to reconnect with guests and better understand how the Burger King brand can improve.

“In today’s day and age, we get a lot of our information from spreadsheets and data and AI,” Curtis said. “And there’s nothing like the human connection.”

The phone number, posted publicly in official Burger King statements and spreading like wildfire on social media, has already been contacted by more than 15,000 calls and texts. Curtis said he is determined to get back to as many customers as possible despite the onslaught.

“I’ve only been able to get to about 800 of the 15,000, but we’re still pushing forward,” he said. “I’m on the phone until 10 o’clock at night, and I start around eight.”

The feedback, as one can expect, ranges from positive, nostalgic comments to hyper-local constructive criticism. The Burger King team, though, is listening to everything with an equal ear. Curtis said that this variety is crucial to Burger King’s forward movement. 

“How in the world would we ever know where to improve if somebody didn’t tell us?”

Organization has also been key to this process. The Burger King communications team helps track everything from issues at specific restaurant locations to positive comments on current menu items. One instance even went so far as to ensure a specific restaurant was still holding up to one of Burger King’s most recognizable branding strategies: their iconic paper crowns handed out in every location.

This current phone number strategy is temporary, but Curtis said the program will evolve into scheduled office hours shared among Burger King’s leadership team.

“That way we can keep the information flowing,” he said.

Curtis also said the conversations are shaping the company’s plans for 2026. This is particularly so when it comes to menu improvements, something he said is very near and dear to the Burger King customer base.

“We have to be very careful,” he said. “You don’t want to mess with something that most people love.”

Still, Curtis said guests have been vocal about potential changes and that he and his team are always taking this into account. “I think we can make improvements to the Whopper, to our French fries and to our nuggets,” he said.

Amidst all of this, Curtis needed to make one thing clear: “There’s just a lot of love expressed for the original chicken sandwich,” he said. “And for some reason, [customers] have some sneaking suspicion that I’m going to take it off the menu.” He emphatically stated, “I’m not.”

Overall, Curtis said hearing directly from customers across the country has reinforced the importance of brands like Burger King taking customer feedback seriously and to heart. 

If you’d like to contact Tom Curtis and the communications team at Burger King, the phone number is (305) 874-0520. And while the phone number is only active for a limited time, Burger King has made it clear that they’re willing to put their money and time into their time-honored slogan: Have It Your Way.