Burger King launches dragon-themed menu ahead of movie release
- Burger King is rolling out a menu inspired by the 'How to Train Your Dragon' movie to attract families back to their restaurants.
- This limited-time menu will feature themed items such as the Dragon Flame-Grilled Whopper and Fiery Dragon Mozzarella Fries, available beginning on May 27.
- The initiative forms part of a broader strategy aiming to improve U.S. sales and enhance customer engagement through family-oriented marketing.
In the United States, Burger King announced a limited-time menu inspired by the upcoming live-action adaptation of 'How to Train Your Dragon' on May 27, 2025. This initiative is part of the fast-food chain's efforts to attract families back to their restaurants amid a turnaround strategy that has been ongoing for more than two and a half years. The menu features three food items: the Dragon Flame-Grilled Whopper, Fiery Dragon Mozzarella Fries, and Viking's Chocolate Sundae, along with a drink called Soaring Strawberry Lemonade. The Whopper will have a distinct marbled red and orange bun to align with the movie's theme. As Burger King seeks to strengthen its family-first marketing approach, this collaboration marks a significant pivot point for the company, which has previously partnered with franchises such as 'Spider-Man: Across the Spider-Verse' and the Addams Family. The chain's President for the U.S. and Canada, Tom Curtis, aims to create menu items that resonate with a broad audience, spanning from millennials to Generation Alpha, highlighting a strategic shift in attracting a younger demographic while retaining existing customers. This co-promotion with Universal Pictures comes at a crucial time, as Burger King looks to improve domestic sales significantly after falling behind rivals like McDonald’s and Wendy’s. Moreover, the chain employed a more colorful marketing strategy, utilizing natural dyes in response to public health concerns regarding artificial food dyes. This approach also reflects a broader trend in fast-food marketing, leveraging popular culture entities like movie releases to enhance customer experience and engagement. The expected sales lift from the upcoming menu is critical for the chain's ongoing efforts. With more than 19,700 locations globally, Burger King is keen to adapt its operations and enhance customer retention strategies through these targeted initiatives. By diving deeper into franchise partnerships, Burger King plans to solidify its market presence, aiming for long-term customer loyalty and increased operational efficiency.