Burger King hasn’t exactly been the top gunner in the fast food industry. The pandemic was an especially rough era for Burger King, who couldn’t seem to keep up with more major competitors. Now, the parent company (Restaurant Brands International) is hoping to help give Burger King a breath of fresh air.
Over the next two years, Restaurant Brands International is planning to invest $400 million to improve the Burger King brand. Approximately $250 million will go towards updating the restaurant technology, kitchens, and remodeling. About $150 million will go towards advertising and digital products. Franchisees will invest in improving the brand as well.
Burger King was to especially make sure customers remember what makes the chain unique: The Whopper.
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Additionally, Burger King is hoping to improve its advertising and remind customers about what it is they loved about the Whopper all this time. Burger King is evaluating if changes will need to be made to the Whopper itself, but they also do not want to change it dramatically.
Burger King also wants to build a portfolio of chicken sandwiches with the launch of the Royal Crispy Chicken sandwich. They’ve called the plan “Reclaim the Flame.”
In a statement, president of Burger King North America said that the initiatives are focused on providing a “superior experience” for customers.
“I’m very proud and thankful that our franchisees have stepped up once again to invest in our performance together, reflecting the genuine partnership and mutual respect we have built between the franchisor and franchisees.
“Ultimately, the success of this ‘Reclaim the Flame’ plan comes down to execution at the restaurant level, and we are so fortunate to have franchisees who love this brand and are working closely with us to focus on the right priorities. I believe in this team, this plan and a bright future as we evolve and enhance our guest experience and drive profitable growth for the business.”
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