Burger King is dedicating an additional $300 million to renovating around 1,100 of its 7,000 U.S. locations, as part of its larger $2.2 billion effort to rejuvenate the brand's U.S. business. This comes after the company previously set aside $250 million for updating restaurants and technology, and $150 million for mobile app and advertising enhancements.
Restaurant Brands International, Burger King's parent company, aims to modernize up to 90% of its U.S. restaurants by 2028 . This initiative is part of Burger King's broader "Reclaim the Flame" strategy, which was designed with franchisee collaboration and has the support of over 93% of U.S. Burger King locations.
The company plans to invest $400 million over two years in advertising, restaurant upgrades, remodels, and technological improvements. Franchisees who participate in the remodeling program will receive cash incentives, and Burger King has observed a sales increase of around 20% at the 50 remodeled restaurants that have been open for at least six months. These investments aim to refresh the brand, enhance customer experience, and drive more traffic to its locations.