Burger King vs Wendy's

Burger King and Charles & Charlotte End Social Media Partnership

The Berlin-based agency Charles & Charlotte has ended its collaboration with Burger King, just over a year after winning the social media account in spring 2025. Both parties confirmed the split. Charles & Charlotte had taken over the mandate after a pitch from the now-dissolved agency David + Martin. The details of the separation were not disclosed. The partnership apparently did not last long, and both the advertiser and the agency have agreed to part ways.

• Charles & Charlotte and Burger King have ended their collaboration.
• Charles & Charlotte won the Burger King social media account in spring 2025.
• The mandate was previously held by the now-dissolved agency David + Martin.

Chipotle Launches Unscripted Creator Campaign Via Agency Kids

Chipotle has launched a new iteration of its 'Behind the Foil' campaign, granting 100 creators complete creative control in its kitchens with no scripts, storyboards, or brand oversight. The creators filmed themselves working across 50 restaurants in the US, Canada, and London. This campaign represents the first major launch under Chipotle's Chief Brand Officer, Fernando Machado, and is the debut work from the brand's newly appointed creative agency partner, Kids. Content from the creators will be shared across their channels—reaching a combined audience of over 100 million followers—and compiled into national television advertisements.

• Chipotle launched an unscripted campaign featuring 100 creators filming inside 50+ restaurants.
• The campaign is the first major national launch under Chief Brand Officer Fernando Machado since he joined the company.
• The project marks the first campaign delivered by Chipotle's new creative agency partner, Kids.

Burger King Reclaims No.2 with Focused Brand Turnaround

This analysis explains how Burger King reversed years of inconsistent marketing by launching a long-term turnaround program—'Reclaim the Flame'—starting in 2022 with a $400 million investment split between advertising and restaurant remodels. The brand centralized its creative platform ('You Rule'), improved product quality (Whopper reformulation and guarantee), invested in remodels and operations, and reported five consecutive quarters of U.S. same-store-sales growth (latest +8.5%). As a result, Burger King recently overtook Wendy’s to retake the No. 2 U.S. burger chain spot. Wendy’s, by contrast, has seen continued declines, posting a sixth straight quarterly drop (-7%), withdrawing guidance, cutting its dividend and changing CEOs.

• Burger King launched the 'Reclaim the Flame' turnaround program in 2022 with a total investment of $400 million.
• Of the $400 million, more than $150 million was allocated to advertising and $250 million to remodeling restaurants.
• Burger King has grown U.S. same-store sales for five consecutive quarters, with the latest quarter up 8.5%.

McDonald's Rolls Out AI-Powered Dynamic Pricing

McDonald's uses an AI-powered pricing platform, developed by Tiger Analytics, to set menu prices at nearly 14,000 US restaurants. The system analyzes millions of daily transactions to determine local willingness to pay, leading to significant price variations, such as a Big Mac costing $5.69 in one Fresno store and $6.89 in another just three kilometers away—a 21% difference. While McDonald's claims the tool is optional, internal documents reveal franchisees face pressure and are tracked for deviations from AI recommendations, causing conflicts as franchisees balance rising costs against AI-suggested price cuts to boost foot traffic. The practice raises antitrust and regulatory concerns, with the FTC warning that undisclosed personalized pricing may be illegal, and states like Maryland and New York enacting laws. A 2023 Connecticut lawsuit alleging the system suggested an $18 Big Mac meal was dismissed.

• McDonald's uses an AI pricing tool, developed by Tiger Analytics, analyzing millions of daily transactions across nearly 14,000 US restaurants.
• The system calculates local willingness to pay, causing price variations up to 21% for the same product, e.g., a Big Mac at $5.69 and $6.89 in Fresno stores 3 km apart.
• Franchisees are tracked for deviations from AI recommendations, creating internal pressure despite the tool being described as optional.

Wendy's Canada Introduces the OREO Brownie Frosty and Asks Canadians to Settle a Debate - Do you Dip or Dunk Fries in a Frosty?

Wendy's Canada introduces the OREO Brownie Frosty, a new limited-time flavor, and launches a social media campaign asking Canadians to settle the debate on dipping or dunking fries in a Frosty.

Leading the Way: Celebrating Wendy's 2025 Top General Managers

Wendy's blog features a new post celebrating its 2025 Top General Managers, published September 1, 2026.