Tom Curtis, president of the Burger King North America fast food operation, on September 9 shared details of its “Reclaim the Flame” program to accelerate sales growth and drive franchisee profitability during parent company Restaurant Brands International’s (RBI) convention in Las Vegas, Nevada.
The plan includes a $400 million investment over the next two years, consisting of $150 million in advertising and digital expenditure to “Fuel the Flame” and $250 million for a “Royal Reset” involving restaurant technology, kitchen equipment, building enhancements, remodels and relocations. This represents an annual increase of approximately 30% to the brand’s media purchasing budget.
Burger King franchisees representing more than 93% of the chain’s restaurants in the USA have endorsed the program and agreed to co-invest in increased advertising firepower over the coming years. These corporate expenditures are in addition to Burger King recently expanding its field team to provide increased support to franchisees as they continue improving restaurant-level profitability and execution.
The chain will focus on premium branding to reaffirm the elevated position of its flame-grilled Whopper and is developing new flavor extensions, while also focusing on employee training and rolling out kitchen enhancements.
In promoting a better chicken sandwich portfolio, Burger King has launched the Royal Crispy Chicken sandwich with flavor variations built around a simplified menu and improved operations. This menu addition complements the long-standing Original Chicken Sandwich.
Meanwhile, Burger King is developing other innovations in burger, breakfast, beverage, snacking and plant-based product categories. In addition, it will continue to provide everyday value offerings.