Confirmed: Burger King makes a drastic decision with 400 locations in the United States

The rivalry in the fast food sector is more intense than ever in the United States. Major chains fiercely compete to attract customers with new offerings and improvements in their services. In this scenario, every detail counts to gain presence in a saturated market, and it seems that Burger King is very clear about this.

Companies seek to differentiate themselves with new proposals and experiences for consumers. Innovation in the design and operation of their locations has become an essential aspect. Burger King is no exception and has just announced a strategic decision that will mark the future of its restaurants in the United States.

Burger King has made a strategic decision in the United States

Burger King plans to remodel 400 of its locations in the United States during 2025. This was confirmed by Joshua Kobza, CEO of Restaurant Brands International, the parent company of the brand. This process is part of a multi-year plan that extends until 2028 and seeks to transform the customer experience.

According to Kobza, the branches that have been renovated record sales between 13% and 17% higher. However, there are still many restaurants that do not have the modern image the chain wants to project. Therefore, the "Reclaim the Flame" plan seeks to accelerate this transformation and update the majority of its locations.

The goal is to carry out 2,000 remodels in the coming years. The main objective is for more than 85% of the restaurants in the United States to exhibit the new image called "Sizzle." This initiative focuses especially on facilitating digital orders and optimizing drive-thru service, trends that are gaining more and more ground.

Restaurant Brands International, based in Miami, will allocate up to 700 million euros to carry out this strategy. The firm not only manages Burger King, but also oversees other brands like Tim Hortons, Popeyes, and Firehouse Subs, reflecting its significant weight in the fast food industry.

The push for remodels has helped Burger King stand out in a challenging first quarter for the sector. Although it reported a 1.1% drop in comparable sales in the United States, it managed to outperform its main competitors like McDonald's and Wendy's, which had even more significant declines.

According to Kobza, these results show that Burger King is already gaining market share thanks to improvements in its locations and the commitment to the "Reclaim the Flame" plan. The company bets that modernization will be key to keeping its relevance and growth in a highly competitive sector.

With this ambitious initiative, Burger King wants to establish itself as a leader in the U.S. market and anticipate the changes demanded by consumers. The success of this strategy will set a precedent in the fast food industry, where innovation is the key to not falling behind.