Burger King has announced plans to invest $400 million over the next two years in advertising, digital platforms, technology, remodels, and relocations to spur franchise growth in the United States.
The Miami-based division of Toronto-based Restaurant Brands International Inc. said its “Reclaim the Flame” plan includes $150 million in advertising and digital investments over the next two years and $250 million for restaurant technology, kitchen equipment, building enhancements, remodels, and relocations.
Tom Curtis, president of Burger King North America, unveiled the plan at the annual U.S. franchisee convention this week. It was developed in collaboration with Burger King Franchisees and endorsed by more than 93 percent of U.S. restaurants.
“Our plan is focused on a few important priorities — operational excellence, refreshed image, and enhanced marketing — that when put together, provide a superior experience for our guests,” Curtis said in a statement.
Major parts of the plan include brand positioning.
“Burger King is refreshing and modernizing its brand, adding meaning and relevance to historical brand anchors like ‘Flame Grilling’ and ‘Have it Your Way’ while also introducing new brand elements to broaden its attraction for a younger and more diverse base of guests,” the company said.
Founded in 1954, Burger King has more than 18,700 locations in more than 100 countries and U.S. territories.
