Burger King's chicken nuggets just got a Whopper-like makeover — fries are next

The turnaround at Burger King in the US continues to sizzle.

Burger King's US comparable sales increased a stunning 8.4% in the third quarter, parent company Restaurant Brands International ( QSR ) said in its third quarter earnings release this week.

"I think people still look at fast food as a treat, and they want to treat themselves once in a while, and when they want to treat themselves, they don't want to compromise. They don't want to say, 'Well, I'm going to go get the cheap meal. Or the least expensive product, or the lowest-quality product.' They want to feel like they are treating themselves and they're being treated well. So, when you're talking about elevation and improving your products at a time where they're struggling, it's like that's their reward," Burger King US president Tom Curtis said on Sozzi Unleashed .

The sales strength at Burger King — almost unseen in the wider fast food scene — could be directly tied back to the chain's operational improvements under Curtis.

BK recently reintroduced its chicken nuggets following guest feedback, offering improved breading and a juicier nugget. Curtis is locked in on fries next.

"I think [fries are] a very passionate topic for consumers. So we'll do something with fries. Not sure exactly what and when yet, but it takes a while to figure all of it out," Curtis said.

This is on the heels of Burger King making several subtle but meaningful changes to its Whopper for the first time in nearly a decade.

The updated burger now features a more premium, better-tasting bun and a reformulated, creamier mayonnaise. Toppings like lettuce, tomatoes, onions, and pickles are prepared to taste fresher and stack more neatly.

Another major change is the packaging: Instead of being wrapped in paper, the burger is now served in a box to prevent it from getting squished and to maintain its presentation.

The company has marketed all of these improvements to consumers with Curtis serving as the frontman.

Curtis released a TikTok video earlier this year in which he took an enthusiastic bite of a Whopper — in response to a viral moment by the CEO of McDonald's — and joked that the only thing missing is a napkin. He also gave out his phone number so people could share what they thought about the brand.

Curtis ended up talking to 1,500 people and getting tens of thousands more messages. He has poured these findings back into his operational improvements for Burger King.

"The brand could capitalize on the increased consideration (from 70% to 78%), further menu elevation and remodels, that generate meaningful sales uplift. The challenge appears to be sequencing these opportunities effectively, rather than finding new growth levers," Bernstein analyst Danilo Gargiulo wrote.

Follow Brian Sozzi on X @BrianSozzi , Instagram , and LinkedIn . Tips on stories? Email him at brian.sozzi@yahoofinance.com.