In a new customer service initiative, Burger King employees are being instructed to hand out cardboard crowns to every patron, regardless of age, and say, "You rule!" This directive comes from the top echelons of Carrols Restaurant Group, the largest Burger King franchisee in the United States.
Deborah Derby, the CEO of Carrols Restaurant Group, shared with Bloomberg News that this unique interaction is designed to create a "positive aura" around the dining experience. It's part of a broader strategy to enhance customer engagement and satisfaction.
This policy isn't just a passing suggestion; it's been active since October 2022. Burger King takes this initiative seriously, with reports indicating that the company has been sending monitors to various locations.
These monitors ensure that all Burger King employees adhere strictly to these new customer interaction guidelines. This move reflects the company's commitment to a consistent and enjoyable experience for every customer who walks through their doors.
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Burger King Employees Must Crown Customers, Say "You Rule"
In an unconventional approach to customer service, Burger King's staff are now required to offer every customer a crown, irrespective of their age or order. This practice, accompanied by the phrase "You rule," is not just a quirky interaction but a strategic move, as reported by Bloomberg.
The initiative is part of Burger King's larger scheme to improve the performance of its franchises. The company has announced that expansion opportunities will be offered to the highest-scoring franchises, making this new customer engagement method a potential game-changer.
Derby commented on the new policy. She illustrated the scenario humorously: "Say it's a guy who's like 38 years old, no kids in the car, and I got to say to him: 'Do you want a crown?'" Derby noted that this kind of interaction brings a smile to the employees' faces and elicits a laugh from the customers, creating a more engaging and memorable experience.
A Burger King spokesperson confirmed to PEOPLE that this policy has existed since October 2022. They emphasized that the "You Rule" initiative is more than a marketing strategy. It's a comprehensive approach to enhancing every aspect of the guest experience, whether in-person greetings or drive-thru acknowledgments.
The spokesperson explained that "You Rule" is about showing appreciation for the everyday royalty - the customers themselves - in every possible way.
Burger King's "You Rule" Policy: A Test of Authentic Engagement
Burger King's latest customer service initiative, where employees offer crowns and a cheerful "You Rule" to every patron, brings a new dynamic to the dining experience. This strategy aims to inject friendliness and warmth, but its effectiveness varies among customers. Some might find it a delightful addition, while others could see it as insincere or forced.
The key to success lies in balancing a scripted greeting and genuine interaction. Burger King must train employees to deliver these phrases authentically, fostering real customer connections. This approach faces a challenge with customers who might not resonate with receiving child-like items after a tiring day.
Replacing the discontinued "Have it your way" slogan from 2014, which emphasized customization over connection, the "You Rule" policy reflects the evolving customer-service provider relationship in fast food. It's part of an industry-wide shift towards enhancing customer experiences, aiming to leave patrons with a meal and a positive, memorable interaction.
As the brand navigates this new strategy, it remains to be seen how this lighthearted, friendly approach will fare in building lasting customer relationships.
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