The fast-food giant is set to undertake an ambitious plan to accelerate sales growth and drive franchisee profitability.
The $400M plan is a multi-point rejuvenation effort called “Reclaim the Flame” and is part of a larger plan to energise the company’s lagging US sales. The investment will be spent over the next two years and include $250M for s “Royal Reset” modernisation program. The other $150M is being set aside for advertising and digital investments.
“We are relentlessly pursuing a better experience for our customers,” said Tom Curtis, President of Burger King North America. “This is the driving force behind all the initiatives that we are executing collaboratively with our franchisees. 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 customers.”
