It’s called “Reclaim the Flame,” a $400 million rebranding push with everything from ads to menu tweaks to store makeovers.
Smart News says it’s all go now, with a goal to finish up with around 3,000 BK joints by 2026.
The upgrades include tech boosts, kitchen fixes, and physical facelifts to up the customer experience. Innovations like three-lane drive-thrus and slick delivery systems not only match modern tastes but also put Burger King in the fast-food fight.
Smart News lists McDonald’s, Wendy’s, Five Guys, and Shake Shack as the top rivals. The company says it’s already seeing profits in these early days.
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