Restaurant Brands International (RBI), the company overseeing Burger King, is progressing with a comprehensive strategy to enhance the brand’s sales growth and drive franchisee profitability.
The initiative, known as “Reclaim the Flame,” was first unveiled in 2022 and includes significant investments in advertising, digital upgrades, remodelling and improved restaurant technology.
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Following the acquisitions of Carrols Restaurant Group, its largest Burger King franchisee on 16 May 2024 and PLK China on 28 June 2024, RBI has formed a new segment known as Restaurant Holdings.
The new segment consolidates the performance of Carrols’ Burger King outlets and PLK China’s restaurants, streamlining RBI’s operational structure.
The “Reclaim the Flame” plan encompasses two main investment areas: “Fuel the Flame,” focusing on advertising and digital enhancements, and “Royal Reset,” which targets remodelling, restaurant technology updates, kitchen equipment upgrades and building improvements.
The Fuel the Flame investments were completed in the fourth quarter of 2024.
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By GlobalDataAs of 31 December, RBI has allocated $133m towards the Royal Reset investments from a planned $550m budget to be utilised by the end of 2028.
RBI CEO Josh Kobza was quoted by Nation’s Restaurant News: “Our commitment to modernising the Burger King system remains very strong.
The company completed 370 remodels in 2024, including 60 Carroll’s restaurants.
Kobza stated: “We have about 220 remodels that have been open for more than six months now and they continue to deliver an average of mid-teens year-one sales uplift net of control and even stronger improvements in franchisee profitability.
“We’re on track to reach 85% plus modern image by 2028, and we are confident this transformation will further strengthen Burger King’s position in the industry.”
Kobza explained that the company has built 80 of its Sizzle prototype Burger King units, adding: “We’re thrilled with the early results and excited to see how these restaurants will inspire both our franchisees and our guests with a transformed Burger King experience.”
