Burger King is set to renovate approximately 1,100 locations in the US with an investment of $300 million, signaling a significant next phase in ongoing revitalization efforts. This initiative is part of a plan announced by the parent company International restaurant brands in 2022, aims to modernize the premises of the fast food giant.
“This $300 million will be used simply to upgrade and modernize the restaurants in the Burger King system, taking us to that 85-90% modern image goal by 2028 in partnership with our Franchises“, said a spokesperson entrepreneur.
of improvement They include new fixtures, dining room seating and a sleek, updated look for the restaurants, including ordering kiosks.
Image credit: Burger King
'Return of the Flame'
The $300 million investment is an expansion of “Regain the Flame” The strategy launched in September 2022. Restaurant Brands International committed $250 million to a “Royal Reset,” including renovations, technology upgrades and new equipment. It led an additional $150 million to improve Burger King's mobile app and to bolster its advertising efforts, the company says it's seeing positive results.
“As a result of this initial 'Royal Reset' investment, we have seen strong sales growth from 100 Royal Reset remodels that have been closed and reopened for at least six months,” a Burger King spokesperson said.
As part of the plan, Burger King has developed a long-term menu strategy focusing on customer preferences and brand identity, including investing in its signature Whopper sandwich, improving staff training and upgrading kitchens. The company is also creating strategies to promote new burgers, breakfast items, beverages, snacks and plant-based options.
Connected: Burger King hopes the Whopper's remodeling and renovation will bring customers into the stores.
Image credit: Burger King
Buying cars
Earlier this year, Restaurant Brands International acquired Carrols Restaurant Group – Burger Kingthe largest US franchise, operating in 23 US states – for $1 billion. The acquisition included remodeling commitments for more than 600 former Carrols locations and, combined with previous investments, meant that around three-quarters of Burger King locations would be modernized by 2028.
According to Burger King, the latest $300 million, combined with the acquisition initiative and Reclaim the Flame, means the company is on track to achieve a key goal: Modernizing 85-90% of Burger King locations by 2028.
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Image credit: Burger King