Burger King to spend $400 million to rebrand reputation: Here are all the changes to come

As reported by Business Insider, US fast-food giant Burger King is looking at a major overhaul of its brand image while setting its eyes firmly on becoming one of the most popular fast food chains in the US.

Although Burger King has been steadily working on its branding and image over the last couple of years, the current rebranding campaign has still taken the restaurant industry by storm owing to its budget and scale.

Burger King’s attempt to ‘Reclaim the Flame’

The campaign which has been called 'Reclaim the Flame,' would see Burger King spending a staggering $400 million over two years. Out of this, $150 million would be spent in advertising and digital investments, and $250 million would be invested in upgrading restaurant equipment, remodelling older locations, and relocating underperforming stores.

According to Jose Cil, CEO of Restaurant Brands International, which is Burger King's parent company,

We believe now is the time to make a significant investment to accelerate the work given the quality of the team, focus of the plan, commitment of our Franchisees and the opportunity that clearly exists for our iconic brand to Reclaim the Flame and be the first choice for a high-quality meal, an exceptional experience, and a great value.

Burger King’s rebranding and menu priorities

Tom Curtis, President of Burger King North America, said in the press release by Burger King that one of the goals of the campaign is for Burger King to ‘provide a superior experience for our Guests’.

Burger King plans to invest in premium branding to reaffirm the positioning of its flame-grilled Whopper. They are also building ‘a destination worthy Chicken Sandwich portfolio.’

The brand also claims to be currently developing innovative products burgers, breakfast, beverages, snacking, and plant-based products and also aspire to continue providing value for money for customers, especially amidst the current inflationary pressure.

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