MIAMI — Burger King has released the details of its $400 million investment plan designed to accelerate sales growth and increase franchisee profitability.
The two-year “Reclaim the Flame” plan will refresh the company’s brand through increased advertising and restaurant modernization investments, in collaboration with its franchisees.
“We are relentlessly pursuing a better experience for our guests,” said Tom Curtis, president of Burger King’s North American operating unit. “This is the driving force behind all the initiatives that we are executing collaboratively with our franchisees. Our plan is focused on a few important priorities — operational excellence, refreshed image, and enhanced marketing — that when put together, provide a superior experience for our guests."
Approximately $120 million will go toward the company’s advertising fund, an annual increase of roughly 30%. An additional $30 million will go toward improving Burger King’s app integration, which represents nearly $900 million of the company’s yearly sales in the United States.
The remaining $250 million will be divided between modernizing restaurant technology, kitchen equipment and building enhancements ($50 million), and remodeling projects ($200 million).
As part of the remodel program, Burger King also will change its incentive structure to improve capital returns for franchisees. Changes include increased baselines incentives, additional contributions access in exchange for higher royalty rates and upfront cash incentives following remodeling.
“Our $400 million investment into the Burger King US system represents a substantial deployment of capital toward important marketing and image investments aimed at accelerating our sales growth and modernizing our iconic brand across the US,” said Matt Dunnigan, chief financial officer at Restaurant Brands International.Mr. Dunnigan said these investments are expected to have an average annual impact of roughly 10¢ to 12¢ on earnings per share across 2023 and 2024.