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Burger King Will Invest US$ 700 Million to Transform 2,000 Restaurants in the U.S. by 2028, Bold Plan Promises to Boost Sales with Modern Design and Focus on Technology
The competition among fast food companies is constant. In this scenario, Burger King, one of the largest chains in the world, will renovate 400 of its restaurants in the United States in 2025 as part of a multi-year modernization plan.
The one who made this decision public was Joshua Kobza, CEO of the parent company of Burger King, Restaurant Brands International (RBI), according to a transcript from S&P Global Market Intelligence. According to the thorough analysis conducted by the company, sales are between 13% and 17% higher in units that have undergone renovations. “We still have many remodels to do,” Kobza stated. He added, “We have many restaurants that still do not have a modern image.”
This Is Burger King’s Plan
In a project spanning several years of work, the company aims to complete 2,000 renovations by 2028. The goal is that by then, more than 85% of restaurants in the United States have adopted the new modern image called Sizzle, which prioritizes digital orders and drive-thru service.
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Within the company, this plan is called Reclaim the Flame. It was announced in 2022 with the aim of promoting improvements in each unit in the U.S. To give a concrete example, Restaurant Brands International, based in Miami, plans to invest up to US$ 700 million by 2028 as part of its revitalization strategy for Burger King.
In addition to operating Burger King, RBI also owns the Tim Hortons, Popeyes, and Firehouse Subs chains — major names in the food industry. Coincidentally, the modernization of the restaurants helped Burger King stand out from its competitors in the first quarter of the year, a period when the fast food sector experienced a decline in sales.
Burger King reported a 1.1% decrease in comparable sales at its restaurants in the United States during this period, outperforming McDonald’s, which had a 3.6% decline. Wendy’s, in turn, recorded a 2.6% decrease in the quarter. “Burger King in the U.S. continued to outperform the rest of the quick-service burger segment (QSR), reflecting the ongoing progress of our Reclaim the Flame plan to gain market share,” Kobza stated.
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