Burger King To Invest 400 Million In US Over Next 2 Years In Advertising, Restaurant Developments, And Remodels2 min read

The global fast-food giant Burger King has reportedly decided to invest around USD 400 Million over the next two years in Restaurant enhancement, advertising, and remodels. The investment will also have an objective to have an impact on the tech and digital improvement of the brand.

In a press release Friday, the chain’s owner, Restaurant Brands International, shared details of a plan it calls “Reclaim the Flame” aimed at accelerating sales growth and driving franchisee profitability.

The investment has been directed to update the Burger King restaurant portfolio and improve the customer experience, attracting more traffic to the brand. Reportedly, Burger King stated that it would invest in premium branding to “reaffirm the elevated position of its flame-grilled Whopper,” in addition to building a chicken sandwich portfolio with the launch of the Royal Crispy Chicken sandwich.

The brand also noted that, as the cost of food at home continues to face pressures from inflation, it will continue to provide “a strong everyday value offering in its menu.”

Key Notes:

  • Reportedly, to “Fuel the Flame,” $150 million will go toward advertising and digital investments and $250 million is allocated for a “Royal Reset” involving restaurant technology, kitchen equipment, building enhancements and high-quality remodels and relocations.
  • Through 2024, Burger King will invest $30 million in excess of the digital fees collected from franchisees to support the Burger King app.
  • For the “Royal Reset,” $50 million as well as a comparable co-investment from franchisees, will reportedly go toward a restaurant refresh program for approximately 3,000 locations.
  • Reportedly, an additional, $200 million will go to remodeling approximately 800 restaurants.

Burger King reportedly noted that it did not expect any material negative impact on the income statement from the program and said that — if it is successful in generating sales uplifts consistent with historical experience or better — quite naturally then the program will generate a positive return on investment.

So, are you ready for some brilliant campaigns and other surprises from Burger King in the upcoming times? As we are sure that we are going to experience some brilliance for sure. Let us know your thoughts and for more brand updates, be with Markedium.

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