Burger King is introducing a new limited-time menu inspired by Universal Pictures’ upcoming live-action remake of How to Train Your Dragon. The collaboration will debut on May 27, just ahead of the film’s June 13 theatrical release.
The themed offerings—part of a broader strategy to strengthen family appeal—include four dragon-themed items, combining the chain’s signature flame-grilled flavors with visuals and ingredients linked to the film’s universe. The launch continues Burger King’s history of cinematic partnerships, aiming to boost foot traffic and brand engagement.
A Family-First Strategy for a Competitive Fast-Food Market
As part of its ongoing brand revitalization, Burger King has prioritized family-oriented marketing.
The “How to Train Your Dragon” menu is the latest move in this effort, according to Restaurant Brands International. The fast-food giant, which operates over 19,700 locations globally, has spent the past two and a half years overhauling its U.S. business to reclaim market share from competitors like McDonald’s and Wendy’s.
Tom Curtis, President of Burger King U.S. and Canada, described the themed campaign as the beginning of a new “family strategy chapter.”
Speaking to CNBC, he noted that the campaign targets multigenerational groups—from millennials to Gen Alpha—leveraging shared nostalgia and social media to widen its reach. “We’re inviting families back in,” Curtis said, adding that returning families also tend to spend more than solo diners.
The menu itself features four items: the Dragon Flame-Grilled Whopper, served on a red-and-orange marbled bun colored with natural vegetable dyes; Fiery Dragon Mozzarella Fries, breaded with Calabrian chili peppers; a Soaring Strawberry Lemonade made with real fruit juice; and the Viking’s Chocolate Sundae, topped with Hershey’s syrup and cookie crumbles in black and green.
Movie Tie-Ins Drive Customer Engagement and Digital Integration
This campaign also underscores Burger King’s evolving approach to cross-promotional advertising. According to Burger King’s official press release, the company will promote the menu more actively than previous tie-ins by integrating themed content into its app and website.
The company is launching a digital game called Night Fury Flight, which will be available through July 15 to Royal Perks members. Participants can earn daily rewards, including sweepstakes entries for Universal Orlando Resort vacations and AMC Theatres gift cards. These features are designed to extend the customer experience beyond the restaurant and drive engagement across digital platforms.
Joel Yashinsky, Chief Marketing Officer for Burger King U.S. and Canada, said the goal is to create “an awesome experience for families” that merges entertainment with dining. Drawing on previous successful campaigns like its Spider-Verse and Addams Family tie-ins, Burger King is betting on pop culture to boost loyalty and sales as it navigates a crowded market.
