Burger King’s New & Improved Whopper Eats into McDonald’s Sales

Burger King’s updated Whopper is doing more than generating social media buzz—it may be helping the chain gain ground on McDonald’s.

According to a new note from Evercore ISI restaurant analyst David Palmer, which was obtained by Yahoo! Finance, Burger King has outperformed McDonald’s in recent weeks as the two chains continue to battle for burger dominance.

Palmer said McDonald’s U.S. same-store sales slowed sharply, moving from 3% growth in early March to essentially flat over the last three weeks. He pointed to several factors, including broader economic pressures, but said Burger King’s recent momentum has also played a role.

“It is also true that McDonald’s has been underperforming peers such as Burger King in the wake of viral ‘CEO burger-bites’ videos and the subsequent taste tests of the Whopper vs. the Big Arch burger,” Palmer wrote.

The latest attention began earlier this year when Burger King U.S. and Canada president Tom Curtis posted a TikTok featuring the chain’s revamped Whopper. In the clip, Curtis took a large bite of the sandwich and joked that the only thing missing was “a napkin.”

@burgerking

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The video quickly took off online, especially because it arrived just days after McDonald’s CEO Chris Kempczinski went viral for promoting the company’s new Big Arch Burger.

Kempczinski’s video, posted to Instagram, showed him describing the Big Arch as a “product” before taking a notably small bite. The clip spread widely across TikTok, X, and Instagram, where it became the subject of comparisons and parody.

https://www.youtube.com/shorts/wQ1lIthaMEc

Burger King never directly mentioned McDonald’s in its TikTok, but the timing was impossible to miss. The chain leaned into the moment further by showcasing the changes it recently made to the Whopper for the first time in nearly a decade.

The new version of Burger King’s signature burger includes a softer, more premium bun and a reformulated mayonnaise designed to taste creamier. The toppings—lettuce, tomato, onions, and pickles—have also been adjusted to appear fresher and more evenly layered.

Perhaps the biggest change is how the sandwich is served. Instead of the traditional paper wrapper, the Whopper now arrives in a box designed to prevent it from flattening before customers open it.

The contrast between Burger King and McDonald’s is now showing up beyond social media. Shares of McDonald’s have fallen 6% over the last month, while Restaurant Brands International, Burger King’s parent company, has climbed 6% during the same period.

McDonald’s is expected to respond later this month with a new value menu and updated drink lineup, including a vanilla cold brew. Beginning April 21, the chain plans to offer lower-priced items such as a $2.50 McDouble and a $1.50 Sausage McMuffin.