There’s a big difference between having a fast food hamburger “your way” and having one that you helped design.
A few years ago, I made fun of Burger King for trying to demonstrate customer centricity by forcing staff to greet every guest with the words “You rule” and offering them a cardboard crown.
As it prepares to release the latest offering in its “Whopper By You” strategy, however, I have to admit it is going beyond lip service.
The king and his co-creators
First announced in mid-2025, Whopper By You takes ideas directly from Burger King customers and brings them together for new variations on its classic menu item. First came the BBQ Brisket, followed by the Crispy Onion Whopper.
Next week, the company is reportedly debuting the Peppercorn BLT Whopper, which will consist of a quarter-pound flame-grilled beef patty, creamy peppercorn aioli, crispy bacon, lettuce, tomato, and cheese all placed on BK’s recently updated toasted sesame seed bun.
The end result may not be that innovative, but the point is what it means for Burger King customers. Co-creation initiatives will definitely change the experience of eating at the fast food chain. The feeling is no doubt akin to trying out a new recipe at home with your family. You wonder if it will be any good.
As customers sink their teeth into the Peppercorn BLT Whopper, you can imagine a sense of heightened anticipation and excitement, and maybe even a deeper level of satisfaction.
Here’s what makes Whopper By You work from a customer experience standpoint:
- It’s easy to participate: You can offer your ideas via Burger King’s website, rather than having to download a mobile app.
- You get rewarded: Burger King has linked Whopper By You to its Royal Perks loyalty program. Contributing gets you a randomly-assigned perk such as a $0.01 Whopper sandwich each week for a year, free hamburgers, cheeseburgers, or Whopper Jr. sandwiches with purchase, and more.
- They’re limited editions: Consumer tastes can be fickle, and by avoiding these as permanent menu items, Burget King makes these hamburgers feel like an event.
There’s more Burger King could do here. It would be interesting to get a closer inside look at how customer feedback was assessed and integrated into the resulting Whopper.
It could also be interesting to hear from customers about why they leaned towards certain ingredients, and how they felt about eating the Whopper they weighed in on.
From co-creation to community
While this initiative is dubbed “Whopper By You,” it should really be “Whopper By Us,” because it fosters a spirit of community rather than personalization. For all the focus on the latter, brands with a strong community tend to achieve greater loyalty, word of mouth and recognition.
Even if you work in an industry far outside of fast food, think about whether there’s a version of “Whopper By You” that might be worth exploring.
Most organizations think they’re doing well if they establish a Voice of the Customer program. Burger King has embarked on the more noble quest of establishing a Taste of the Customer program instead.