Tom Curtis took so many calls that his wife made him stay on the porch—and the conversations are fixing broken signs and shaping the menu. By Jonathan Small | edited by Dan Bova | May 08, 2026 When Burger King President Tom Curtis gave out his number to customers, he didn’t expect to get banished to the porch by his wife while taking call after call from customers . Curtis ultimately took 1,500 calls from Burger King fans around the country, and the company has fielded 64,000 total so far this year, according to Restaurant Business . But what started as a marketing campaign turned into something with more concrete results. When one Montana customer complained about a broken sign at his local restaurant, Burger King used AI to identify 81 restaurants with broken or missing signs, and many have already been fixed. The company is now using these customer calls to plan product innovation and menu improvements.…