Burger King is shifting its turnaround efforts by focusing on a “family-first” marketing approach, aiming to attract families back to its restaurants. This new phase includes limited-time menu items inspired by the “live action” remake of How to Train Your Dragon. These include the Dragon Flame-Grilled Whopper with a marbled red and orange bun, Fiery Dragon Mozzarella Fries, Soaring Strawberry Lemonade, and a Viking’s Chocolate Sundae topped with Hershey’s syrup and cookie crumbles.

The company, part of Restaurant Brands International, has been in a turnaround phase for over two and a half years. Its U.S. president, Tom Curtis, explained that after operational improvements and restaurant upgrades, the brand is now inviting families back. This approach targets a wide age range, from millennials to Generation Alpha, leveraging parents’ social media activity to spread the word faster.

Burger King’s use of natural colorants like beet juice and ube to dye the buns responds to growing health concerns over artificial food dyes. This fits with regulatory moves, such as the FDA phasing out synthetic dyes following advocacy from public health figures.

Movie tie-ins are not new to Burger King, which first did so in 1977 with Star Wars glasses. More recently, the chain has partnered with Spider-Man: Across the Spider-Verse and the Addams Family, both of which were top-selling promotions. These collaborations have proven to boost sales, especially among families who tend to spend more per visit.

Despite a recent quarter’s slight sales decline amid broader industry challenges, Burger King’s performance has outpaced rivals like McDonald’s and Wendy’s. Curtis remains confident, noting competitors are even copying Burger King’s strategies.

The How to Train Your Dragon promotion, expected to run until early July, is planned to have stronger advertising support than past tie-ins. The company learned from previous promotions, such as launching an online tracker during the Spider-Verse campaign to help customers find special menu items.

Looking ahead, Burger King plans to deepen its franchise collaborations with more movie tie-ins and marketing efforts, aiming to build long-term loyalty and continue its successful turnaround.