- Restaurant Brands International (QSR), the parent company of Burger King, has announced a major brand refresh of the iconic burger chain
- The company’s “Reclaim the Flame” modernization project is a collaboration with franchise owners across the United States in a bid to accelerate sales growth
- Burger King will invest $400 million over the next two years, including $150 million in advertising and digital investments and $250 million to renew infrastructure
- More than 93 percent of the company’s American franchise locations have endorsed the plan and have agreed to co-invest
- Restaurant Brands International is up 0.13 percent, trading at $79.39 at 2:28 pm ET
Restaurant Brands International (QSR), the parent company of Burger King, announced a major brand refresh of the iconic burger chain.
The company’s “Reclaim the Flame” project was built in collaboration with franchisee leaders from across the United States and will be shared with all U.S. stores.
The ultimate goal is the refresh of the 68-year-old fast food icon, in a bid to accelerate sales growth.
The plan includes Burger King investing $400 million over the next two years, divided between $150 million in advertising and digital investments and $250 million to renew infrastructure.
The infrastructure renewal involves things like new restaurant technology, kitchen equipment, building enhancements and high-quality remodels and relocations.
More than 93 percent of the company’s American franchise locations have endorsed the plan and have agreed to co-invest in increased advertising spending.
The modernization investment is being combined with the company’s brand re-positioning plan, menu enhancements and focus on operational excellence, as it hopes to drive more traffic back to its restaurants over time.
Parent company Restaurant Brands also operates Popeye Louisana Chicken, and Tim Hortons.
Restaurant Brands International is up 0.13 percent, trading at $79.39 at 2:28 pm ET.
