Brand offers $1M bounty for creative dream sandwich
Burger King this week launched its first Million Dollar Whopper Contest in the United States, offering the monetary bounty with the fame of having a sandwich creation featured at restaurants nationwide.
The Miami-based burger division of the Toronto-based Restaurant Brands International Inc. said customers can submit their ingredient combination via the artificial intelligence website, BK.com/MDW, or on the smartphone app through March 17. Entries can feature eight toppings and require a free Royal Perks loyalty account to log in.
“Burger King is all about Having It Your Way, and this contest is a true embodiment of that,” said Pat O’Toole, Burger King’s chief marketing officer, in a statement. “More than 50% of guests customize their Whopper sandwich, and now the possibilities of what those customizations include are endless.
“And, whether or not your Whopper ends up in restaurants nationwide, we’re giving guests the opportunity to experience and share their creation using the power of A.I. technology,” O’Toole said.
The flame-grilled Whopper, which debuted in 1957, offers more than 200,000 possible combinations. The Whopper has been reimagined by the Burger King culinary team in such variations as the Angry Whopper and the Ghost Pepper Whopper.
After submitting a Million Dollar Whopper contest entry, participants will receive a preview A.I. version of their creation, to which they can then add a personalized A.I. generated-jingle, and a themed background. The final image or video can then be shared across social media platforms.
Later this year, three Whopper sandwich creations will be selected by contest judges, and the three finalists representing the selected Whopper sandwich ideas will be invited to Burger King headquarters in Miami.
The finalists will be given the opportunity to refine their concepts before they appear on menus nationwide for a limited time. Customers will then have a chance to try out the three final Whopper creations and vote on their favorite, with the finalist who receives the most votes getting the $1 million prize.
Burger King is also creating a “Million Dollar Whopper World” experience Feb. 17 and Feb. 18 at Santa Monica Pier in the Los Angeles area.
The pop-up experience will allow customers to sample a California-inspired Whopper sandwich, or create their own Million Dollar Whopper Contest-inspired sandwich, using a number of ingredients that can’t be found in a restaurant, snag exclusive merchandise and more.
Burger King, founded in 1954, has more than 19,000 locations in more than 100 countries and U.S. territories. Parent RBI also owns the Tim Hortons, Popeyes Louisiana Kitchen, and Firehouse Subs brands.
Contact Ron Ruggless at [email protected]
Follow him on X/Twitter: @RonRuggless
