Burger King is closing the gap in the burger wars with a simple formula: Better food and a star executive who takes customers’ calls himself

The burger wars has a new contender for the throne: Burger King.

The fast-food giant has reclaimed its place as America’s second-largest burger chain, overtaking Wendy’s and trailing only McDonald’s in sales.

The results demonstrate that Burger King’s multi-year renovation and marketing campaign may be paying off.

“Burger King U.S. was a standout performer this quarter with our elevation strategy driving another major step forward in sales and expanding our outperformance versus the industry to the high single digits,” Restaurant Brands International CEO Joshua Kobza said in the parent company’s Q2 earnings call this month.

“I’m incredibly proud of what our teams and franchisees have accomplished so far this year.” At the center of the strategy is Burger King’s most popular menu item: the Whopper.

In February, Burger King announced its first major makeover of the sandwich in nearly a decade.

The new version includes a glazed bun, reformulated mayonnaise, and a sturdy new box.

This month, the chain reported a 20% increase in sales since the revamped version debuted.

The upgrade package cost franchisees an estimated $4,000 a year, but Burger King urged operators not to pass that expense directly to customers, according to CNN.

That decision matters in a competitive fast-food market where customers have grown intensely sensitive to price.

McDonald’s is chasing the same value-conscious customer, but its efforts have been bumpier.

CEO Chris Kempczinski acknowledged that a crowded calendar of menu launches and promotions had complicated restaurant operations and blurred the company’s affordability message.

Wendy’s faces a more severe challenge.

The fast-food chain experienced six consecutive quarters of declining sales.