February 19, 2026
CBS News recently published an article featuring Greg Stoller, Master Lecturer of Strategy and Innovation, discussing Burger King’s new initiative that lets customers text or call the company president directly with feedback and complaints.
Burger King President Tom Curtis will be taking calls daily and responding to messages personally. Since assuming leadership, Curtis has prioritized improving operations, remodeling restaurants, and strengthening marketing efforts. Experts note that while some customers may voice minor complaints, the strategy offers valuable insight and strengthens customer engagement.
“What I find very clever about what he is doing is he’s actually willing to take phone calls. It’s one thing to be able to look through texts or emails and cherry pick the types of customers that you want to be talking to, but literally you have no idea who’s going to be on the other end of the phone call,” Stoller adds.
Other corporate leaders, including those at Macy’s and Apple, have launched similar programs, underscoring a broader trend among major companies to embrace direct, personal engagement as a strategic tool for understanding and connecting with customers.
