[A Burger. Photo credit to Unsplash]

Last April 14, Burger King Korea uploaded an image announcing that they won’t sell the “Whopper” anymore, after having sold it for 40 years.

“Whopper” fans couldn’t believe the announcement, but Burger King Korea emphasized in a paragraph: “We need to say goodbye to “Whopper” that was beside ours for 40 years. Thank you and goodbye Whopper.”

This reinforced the decision, which led fans to accept the news.

This announcement shocked Korean Burger King customers because the “Whopper” is the most popular and oldest item on Burger King’s menu.

Many customers expressed that there would be no reason to visit Burger King without the Whopper.

After the announcement, many customers rushed to buy Whoppers before they were discontinued.

However, shortly after, Burger King Korea uploaded another announcement, this time about how the original Whopper would change to the New Whopper.

They clarified that the differences between the New Whopper and the old one are that the beef patties are softer and a glazed bun is used.

Following this second announcement, customers criticized Burger King’s marketing, feeling tricked and confused by the seemingly exaggerated marketing tactics that implied the Whopper would no longer be available, when in reality, it was just undergoing minor changes.

There was a similar marketing ploy in rival burger industry, Lotteria, in 2020.

Lotteria announced, “Lotteria quits selling the burger,” using the homonyms “quit” and “fold” in Korean to cleverly introduce a new menu item, a folded burger.

While this approach was humorous to customers, the New Whopper marketing was perceived differently, leaving customers feeling deceived.

In response to the backlash, Burger King Korea addressed the issue on their YouTube channel, explaining the changes and offering an apology: “Dear Burger King customers who love the Whopper, In commemoration of 40 years since Burger King entered Korea, we have been preparing to improve the product for a long time because we want to make the Whopper even more beloved and delicious.

Although there was a lot of internal preparation and effort, we understand that we caused concern with the announcement of ending Whopper sales. However, those who tried the New Whopper noticed minimal changes in taste: better buns, softer beef meat, and a richer flavor of fire and pepper.”

This incident serves as a reminder of the cutthroat competition among Korea’s top three burger chains - McDonald’s, Lotteria, and Burger King - and the crucial role marketing plays in shaping consumer preferences.

While successful campaigns can elevate brands to new levels, missteps such as this can lose customers’ trust and tarnish reputations.

Despite the initial chaos, Burger King Korea’s proactive efforts to address the situation and improve the Whopper have begun to restore faith among its devoted fanbase.

As the dust settles, one thing remains clear: in the battel for burger supremacy, only the tastiest innovations will survive.