Restaurants Brands International’s Burger King has been in a multi-year turnaround effort dubbed “Reclaim the Flame.” That involves a large investment in advertising and remodeling many restaurants.
The chain has also leveraged its lone billion-dollar product, The Whopper, to gain media attention. That’s something Restaurant Brands International’s QSR CEO Joshua Kobza talked about during its second quarter earnings call.
“On core equities, we’re leaning into the Whopper with innovation in our Have It Your Way promise through guest-led ideas from our recently launched Whopper By You platform. The Barbecue Brisket Whopper is a standout, a delicious guest-designed take on the classic that highlights our flame-grilled flavor,” he shared.
Burger King has repeatedly gone back to the Whopper well all over the world. Kobza shared some insight on how the sandwich is being used to revitalize the chain in China.
I think that the team there is just really moving quickly and doing all the things that we wanted to do in terms of building a great team, cleaning up the store base, fixing operations, bringing marketing back to relevance, focusing on the Whopper and an amazing new chicken sandwich called the Crisper.
Now, in the United States and part of the rest world, the company is leaning on the Whopper once again.
Invest smarter for less, TheStreet Pro is $100 off for a limited time.
Key components of Burger King’s Reclaim the Flame
Reclaim the Flame is a multi-year investment plan aimed at modernizing Burger King’s U.S. operations. It includes:
- Advertising & Digital Investment: $150 million allocated to boost media presence and digital platforms, including the Burger King app and Royal Perks loyalty program.
- Restaurant Modernization: $250 million directed toward upgrading approximately 3,000 restaurants with new technology, kitchen equipment, and building enhancements.
- Sizzle Store Design: Introduction of a new store prototype featuring a warm and inviting atmosphere, digital kiosks, and efficient kitchen layouts.
- Franchisee Collaboration: Over 93% of U.S. franchisees have endorsed the plan, agreeing to co-invest in increased advertising efforts.
Source: Restaurant Brands International
Image source: Burger King
Burger King adds a Halloween Whopper (and more)
Burger King has added a new “Monster Menu,” which went on sale in U.S. restaurants Sept. 30. It’s built around a new Whopper, but that’s only part of it, according to a press release.
- Jack-O-Lantern Whopper: A flame-grilled Whopper, stacked with American cheese, bacon, tomatoes, lettuce, onions, pickles, ketchup, and mayo, on a Jack O’ Lantern orange bun topped with black sesame seeds that gets its festive hue from natural spice.
- Vampire Nuggets: Crispy chicken nuggets shaped like vampire fangs and bats served in a carton designed as a coffin, perfect for dipping and sharing with your coven.
- Mummy Mozzarella Fries: Crispy mozzarella sticks “wrapped” in golden breading, paired with a marinara dipping sauce and served in a special limited-edition mummy-themed box.
- Franken-Candy Sundae: Creamy vanilla soft serve topped with a “franken-mix” of Oreo cookie crumbles, purple franken-candy syrup, and purple and green popping candy.
Burger King has also added its first new King Jr. meals “in years” with a new offering including Vampire Nuggets and an exclusive lineup of collectible toys inspired by Scooby-Doo and the Mystery Gang.
In addition Burger King customers can also collect limited-edition Monster Menu-inspired Halloween Buckets starting Oct. 13, at participating restaurants while supplies last.
Reclaim the Flame progress and outcomes
- Remodels: As of early 2025, 370 restaurant remodels have been completed, with plans to reach 85% of the target by 2028.
- Sales Growth: Comparable sales increased by 1.5% in the fourth quarter of 2024, outperforming competitors like McDonald’s.
- Franchisee Profitability: Record average U.S. franchisee profitability was achieved in 2023, with remodeled restaurants showing significant sales uplifts.
Source: Restaurant Brands International
Expert comments on Burger King’s Reclaim the Flame
Ari Vivekanandarajah, a senior management professional with over two decades of experience driving strategic growth and operational excellence, wrote about Burger King’s turnaround on Hype Insight.
“They’re not just back — they’re loud, bold, and kind of genius about it. The reason? A major brand revitalization strategy known as Reclaim the Flame. This isn’t just a marketing campaign with flashy ads. It’s a full-blown transformation — a commitment to remembering who they are, reconnecting with their audience, and leaning into culture instead of chasing it,” he wrote.
Vivekanandarajah also noted that the company has made the Whopper more relevant.
“Let’s talk about the Whopper jingle for a second. That song was everywhere. You couldn’t scroll on TikTok or watch a football game without it sticking in your head. But what made it powerful wasn’t the tune — it was what it represented: a brand that finally remembered how to be fun, weird, and completely unignorable,” he added.
Related: Forget Kroger, another national grocery chain closing stores
#Burger #King #menu #adds #wild #Whopper #comeback #bid