Burger King has invested heavily in its “Reclaim the Flame” efforts to turn around its brand.

The $400 million U.S. turnaround plan, launched in 2022, combines marketing, advertising, and operational upgrades. About $150 million is dedicated to advertising and digital investments, while $250 million funds the “Royal Reset,” including restaurant technology, kitchen equipment, and high-quality remodels, according to the Burger King newsroom.

Burger King prioritized its top-800 stores with funds for remodeling.

“Senior management may see a Darwinian outcome,” Tim Powell, the managing principal at the consultancy Foodservice IP, told Business Insider.

“It seems what will happen now is the stores that already are high performers will be rewarded with new stores, while others in low-income and sketchy areas — where safety and labor are scarce — will be forced to shutter. Perhaps the latter is the ultimate goal.” 

It’s a bold strategy that has also involved spending on advertising to win customers back. That has included leaning heavily into the Whopper and letting customers select some of the chain’s limited-time promotions.

Burger King adds the people’s Whopper

Last year, as part of its efforts to win back consumers, Burger King introduced its “Whopper by You” platform “that makes our guests the star of the menu,” Burger King’s parent company, Restaurant Brands International, shared in a press release.

The platform launched with the BBQ Brisket Whopper.

The BBQ Brisket Whopper featured slow-cooked BBQ brisket, crispy onions, American cheese, and a sweet & golden BBQ sauce, piled on a quarter-pound flame-grilled beef patty with lettuce, tomato, and creamy mayo. It was also offered in a Whopper Jr. version.

Now, the company has revisited Whopper by You with the new Ultimate Steakhouse Whopper hitting menus on January 6.  

“Inspired by 600K+ guest submissions, the Ultimate Steakhouse Whopper delivers bold, steakhouse-style flavor with 100% flame-grilled beef, golden onion rings, crispy bacon, sautéed mushrooms, Swiss cheese, and creamy peppercorn aioli — all on a toasted sesame seed bun,” the company added.

To round out the menu, Burger King is also bringing back a fan-favorite dessert: warm Cinnamon Apple Pie, also available starting January 6. Burger King is also adding its Double Cheeseburger with fries and a drink all month long for $4.99.

Burger King has remodeled some of its restaurants.

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Burger King’s results have been strong

Restaurant Brands International CEO Joshua Kobza shared some Burger King results during the chain’s third-quarter earnings call.

“We’ve outperformed the Burger QSR category for many quarters by staying true to our balanced marketing strategy,” he shared.

The CEO pointed out that value and the Whopper are the two pillars the company is building on.

“We’re leaning into the Whopper, providing everyday value that guests can trust and reigniting Burger King’s connection with families through innovation and fun partnerships,” he said.

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He also spoke highly of the chain’s Whopper innovations.

“Our Whopper By You platform is delivering strong results, engaging our guests through personalized takes on their favorite flame-grilled burger. The Barbecue Brisket and Crispy Onion Whoppers exceeded expectations, reinforcing the power of our flagship product, and the platform’s extension to Whopper Junior is broadening our reach with women and Gen-Z guests,” he added.

Burger King has been changing

While Burger King’s results have improved, I remain a lapsed customer because the chain has fallen behind Chipotle, Five Guys, Shake Shack, Panda Express, and a number of other places competing for my lunchtime business.

The chain has done a good job making its stores look more modern, and I like that it still has actual people, not kiosks like McDonald’s, to take your order.

A quick look at Burger King’s changes

• $400 million turnaround plan launched (2022): Focused on modernizing stores, upgrading digital tools, revamping operations, and refreshing marketing to drive U.S. growth. Source:Burger King newsroom
• Hundreds of remodeled restaurants: Upgraded designs, new prototypes, self-service kiosks, and tech improvements have improved the guest experience. Source:The Sun
• Brand refresh and marketing campaign: Introduced the “You Rule” tagline and modernized messaging to appeal to younger and returning customers. Source: Business Wire
• Franchisee co-investment program expanded: An extra $300 million was allocated to incentivize remodels and support high-performing locations, accelerating systemwide modernization. Source: rbi.com
• Early performance improvements: Remodeled stores are reporting mid‑teens sales lifts. Source:Restaurant News Resource

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