Burger King went big on self-deprecating Oscars ads. Now it needs to prove it's fixed past missteps.

"In the "There's a New King, and It's You" spot, Burger King owned up to past mistakes like slow service, burgers that got squished by substandard packaging, and fast food that "fell off." The company said it had fired its King mascot, reinvested in its restaurants, and improved its decades-old Whopper burger recipe."

"Curtis told Business Insider's Katherine Tangalakis-Lippert last month that he had received tens of thousands of voicemails and texts, with the Whopper "consistently one of the top topics." Another of Burger King's Oscar's ads that aired on Sunday night directly referenced how the company listened to customer feedback to improve the Whopper."

"Burger King set the wheels in motion for its turnaround in 2022, with the launch of its $400 million "Reclaim the Flame" strategy. The program included the refurbishment of restaurants, the modernization of its equipment, and a significant investment in advertising."

Burger King executed a major advertising campaign during the 2026 Academy Awards, airing multiple commercials and securing host-read sponsorship callouts throughout the ceremony. The centerpiece was a 90-second advertisement titled "There's a New King, and It's You," in which the company acknowledged past operational failures including slow service, poor packaging, and quality issues. Burger King announced it had removed its King mascot, reinvested in restaurants, and improved its Whopper recipe. This campaign supports the company's broader premiumization strategy, which includes a direct feedback initiative where customers can contact the US and Canada president. The turnaround effort began in 2022 with the "Reclaim the Flame" strategy, a $400 million program focused on restaurant refurbishment, equipment modernization, and advertising investment.

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