Burger King is planning to invest more than $400 million over two years in advertising, restaurant enhancements and remodels and to support tech and digital improvements.
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.
It was built in collaboration with leaders from across the country and endorsed by more than 93% of restaurants in the US.
The investment is intended to modernize the Burger King restaurant portfolio and improve the customer experience, attracting more traffic to the brand.
Burger King said 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.
