Though the Burger Wars are now a memory, competition in the Quick Service Market (QSR) remains fierce with more players in the market with massive shifts in technology, consumer preferences, and, of course, a tumultuous year that upended many aspects of the industry. Burger King hasn’t given the crown a deep polish in twenty years, and the brand felt it was due for a significant refresh to appeal and connect to a landscape much different than the one at the turn of the millennium.

Burger King wants to bring focus on its competitive advantages, like all-natural ingredients and flame-broiled goodness. The king needed guests to feel good about its food, and in 2021 that includes quality, in-person and mobile experiences, as well as its environmental impact. Burger King, not playing around, enlisted the services of agency Jones Knowles Ritchie (JKR), who’ve provided the Midas Touch recently to other QSR brands such as Dunkin, Popeyes, and Baskin Robbins.