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Burger King plans to invest $300 million to renovate approximately 1,100 U.S. stores, marking an important next step in its ongoing turnaround efforts. The initiative is part of a plan announced by parent company Restaurant Brands International in 2022 to modernize the fast-food giant’s facilities.
“This $300 million will be used purely to upgrade and modernize the restaurants in the Burger King system, working with our franchisees to achieve our 85-90% modern image goal by 2028,” a spokesperson said. said. entrepreneur.
Improvements include: A sleek, updated look for the restaurant, including new equipment, dining room seating, and an ordering kiosk.
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Image credit: Burger King
“Bring back the flame”
The $300 million investment is an extension of “.bring back the flame” The strategy was launched in September 2022. Restaurant Brands International has earmarked $250 million for a “royal reset” that includes renovations, technology upgrades and new equipment. An additional $150 million will be used to strengthen Burger King’s mobile app and increase advertising efforts. the company says. We are seeing positive results.
A Burger King spokesperson said: “As a result of this first ‘Royal Reset’ investment, we have seen a significant increase in sales with the refurbishment of 100 re-opened Royal Reset locations completed over a period of at least six months.” Stated.
As part of this plan, Burger King is developing a long-term menu strategy focused on customer preferences and brand identity, including investing in its signature Whopper sandwich, improving staff training, and This includes upgrades, etc. The company is also developing strategies to promote new burgers, breakfast items, beverages, snacks and plant-based options.
RELATED: Burger King hopes Whopper makeover and revamp will draw customers to its stores.
Image credit: Burger King
carols purchase
Earlier this year, Restaurant Brands International acquired Carroll’s Restaurant Group, Burger King’s largest U.S. franchisee with operations in 23 U.S. states, for $1 billion. The acquisition includes the renovation of more than 600 former Carroll’s stores and, combined with previous investments, will mean approximately three-quarters of Burger King’s stores will be modernized by 2028. .
Burger King said the $300 million investment, along with the acquisition and its Reclaim the Flame initiative, will help the company meet its primary goal of modernizing 85% to 90% of Burger King locations by 2028. It is said to mean.
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Image credit: Burger King