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Burger King aims to make customers feel valued through its "You Rule" slogan and training programs for employees. Joel Yashinsky, Burger King’s chief marketing officer, told Fox News Digital that the company encourages genuine interactions with guests without making them feel forced. The philosophy is integrated into employee training at “Burger King University,” now an online program emphasizing hospitality. While the goal is to make customers feel important, there are still practical limitations such as menu item availability based on approved times and locations.
Written locally by qwen2.5:14b on 2026-10-06,
using this article's own text rather than the other coverage of the
same event (that is the story summary below).
Story summary
In 2022, Burger King launched its "You Rule" slogan and reinforced it earlier this year with the phrase "There’s a New King and It’s You." The company's chief marketing officer, Joel Yashinsky, emphasized that they want to ensure guests feel valued without making interactions seem forced. He spoke about working closely with franchise operators to encourage genuine engagement based on the belief that customers are at the center of their business philosophy. While Burger King aims for authenticity in its customer service approach, it still adheres strictly to brand guidelines; a Reddit post suggested employees aren’t allowed to serve items not approved by the company, indicating the challenge of balancing authenticity with adherence to corporate rules.
Written for “Burger King Customer Experience” on 2026-10-06,
grounded in this article and the 0 other(s) covering the same event.
Why this leaning score
This article does not take a side on a contested political
question, so it has no leaning score. That is an
answer rather than a gap: a match report or a rescue can be warmly
or critically written without being left or right, and scoring it
anyway is how approval of a subject gets recorded as a political
position.
No political leaning scored for article 60371 · logged 2026-10-06
Now, the Miami-based fast-food chain wants its employees to make sure guests feel like they rule.
asserted
they → base → ?
The philosophy is reflected in Burger King’s more recent “You Rule” slogan — and in how the company approaches hospitality inside its restaurants.
asserted
company → reflect → restaurants
“We’re certainly encouraging our restaurants to bring that conversation to the forefront,” Joel Yashinsky, Burger King’s chief marketing officer, told Fox News Digital.
asserted
Yashinsky → encourage → Digital
“We really want to make that real.”
asserted
that → want → ?
That means working with franchise operators “to really think about how we can communicate very clearly to the guests that they do rule,” Yashinsky said.
asserted
Yashinsky → mean → guests
But those interactions can’t feel forced, he added.
asserted
he → feel → ?
“It has to be authentic,” he said.
asserted
he → have → ?
“We can’t force it, but we are trying to, obviously, encourage that type of engagement to take place because we are truly trying to live it and mean it.”
asserted
we → force → it
The “You Rule” slogan was introduced in 2022.
asserted
slogan → rule → 2022
The newest catchphrase, “There’s a New King and It’s You,” was introduced earlier this year.
asserted
It → ’ → ?
Burger King leadership has been talking with general managers about how to make that philosophy a “natural engagement” with guests, Yashinsky said.
asserted
Yashinsky → talk → guests
“The guest does rule,” he said, “and we need to make sure that we acknowledge that.”
asserted
we → rule → that
Chick-fil-A has become known for employees responding to customers with “my pleasure,” a phrase closely associated with the chain’s approach to customer service.
asserted
employees → become → service
At Burger King, part of instilling its own hospitality philosophy begins with employee training.
asserted
part → instill → training
Burger King employees are required to attend “Burger King University,” which once had a physical campus at the chain’s Miami headquarters, according to the Miami Herald.
uncertain
which → require → Herald
An emphasis is placed on being hospitable, Yashinsky said.
asserted
Yashinsky → place → ?
“If we can give an authentic greeting and a welcome and a smile, it goes a long way,” he said.
asserted
he → give → way
Making guests feel like they rule, however, doesn’t mean employees can fulfill every request, including restrictions on when certain menu items can be sold.
asserted
items → make → restrictions
Burger King’s breakfast menu features items like the Croissan’wich and hash browns — but guests who arrive too late might not be able to order them.
uncertain
who → feature → them
“We technically are not allowed to serve anything in any capacity that is not brand-approved,” someone claiming to be an employee said in a Reddit post about why ham couldn’t be added to lunch or dinner items.
asserted
ham → allow → items
Breakfast hours vary by location, but the industry standard is 10:30 a.m. for the changeover to lunch, USA Today reported.
asserted
Today → vary → lunch
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