Can Burger King Make A Comeback?

In September 2022, Burger King owner Restaurant Brands International announced the chain’s $400 million Reclaim the Flame plan. Now the No. 3 burger chain behind McDonald’s and Wendy’s, Burger King is pouring $150 million into advertising and digital investments to “Fuel the Flame” and $250 million toward a “Royal Reset” involving restaurant technology, equipment and remodels, and relocations. In connection with the big revamp, the company also hired two former Domino’s executives: Tom Curtis, Burger King U.S. president, and Patrick Doyle, executive chair of RBI. Wendy’s snatched the No. 2 spot from the chain in 2021 after years of declining sales due to complex menu items, outdated restaurants and slow operations. BK profits fell about 20% from 2019 through 2022. It remains to be seen if the overhaul will be enough to put the mother of the Whopper back into the burger supremacy race.

Chapters:
00:00 — Introduction
01:34 — Reclaim the Flame
05:01 — History
08:03 — Restaurant Brands International
11:37 — Will $400M save BK?

Produced, Shot and Edited by: Darren Geeter
Senior Managing Producer: Tala Hadavi
Additional Camera: Natalie Rice, Juliana Broste
Animation: Jason Reginato, Alexander Wood, Christina Locopo

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Can Burger King Make A Comeback?

[chrisufo]

I think BKs problems are mostly with their franchisees. Most BKs are poorly run, dirty, under staffed. Their food is ok with the expectation that they're fast food, but the restaurant experience is underwhelming.

[norwegianblue]

They should do what Dominos did, admit that their food has gone downhill and show how they are going to improve it. Offer deep discounts for a while to regain customers to see how much better they have gotten. Nobody cares about window-dressing remodels. Just keep the place clean and well run.

[ryanstevens]

The last time I walked into a BK, looked around, so disgusted by the utter mess I walked out with out ordering. Chick Fil A took their business because Chick is friendly, has what people want and is well run.

[jaysasso]

Nothing beats a well made whopper. The problem is finding a well made whopper. My local BK used to be great but now has poor management and uncaring workers. Such a shame. I probably would have to go a few towns over to get a decent whopper.

[robertgray]

When I was a kid in the 80's you could smell the burgers as you road past BK because they were cooked on a literal grill. The "Whopper" was the best burger hands down, but they got away from their roots with ownership passing through so many hands. If they ever returned to their roots, revamp their locations and properly staff their locations I believe they'd rise again.

[AwokenEntertainment]

I believe they can bounce back, Burger King was very popular in my area 15-20 years ago.. I believe quality control and marketing can take them back to that era

[garys]

The problem with most fast food restaurants, is that pricing has doubled in the past 10 years while portions have gotten smaller. I used to be able to get a combo meal for $6-$7 and now it's north of $12. Even McDonald's dollar menu is much more than a dollar. It's just cheaper for me to eat at home and get better quality food.

[hemaccabe]

The Whopper for $.99 got me through college. That was a great burger. You go to a BK now and you’ll get a grey, stale microwaved thing for $10. No thank you.

[bmillwood]

It doesn't help when managers fudge wait times on drive thru when they push you to overflow parking. When you pay your order is closed. So much fudging numbers.

[joanclayton]

The problem is the food quality. The whoppers jr are too small, the meat is too thin, the french fries are awful. The hamburgers taste AWFUL. Take $400 millions and invest in the food taste. You hardly see any customers at Burger King.

[randomxxjojo]

There's a reason why Burger King's international markets do so well. They innovate, they create specialty burgers or sides almost every quarter, and they use fresher ingredients. BK in the USA used to do this but rarely does any of this anymore.

[GlamorousTitanic]

The thing that made Burger King iconic was the fact that they grilled their burgers on an actual grill. The smell of that is amazing from experience. But after so much corporate handover and turmoil, the brand is faded and has become synonymous with being a second-rate chain. Maybe they can reclaim what was lost. Only time will tell.

[bladegtr]

2 different Burger King locations around my area closed due to poor performance numbers. The main problem I noticed was uncaring workers turning customers away an hour before closing, often using excuses like registers are down, or just completely ignoring drive thru customers when they would approach the drive thru window.

[mathmanchris]

Maybe if they started improving their food, they could make a strong comeback...

[donutdude]

Around 1983 you could drive past BK and see and smell 'huge' clouds of smoke coming from the roof smoke stacks, it made it hard to not stop and the food was piping hot and McDonalds, Wendys and others when you walked in had burgers on the flat tops sizzling and cooking. Those days are gone and its all garbage.

[FairBeautyEssentials]

Burger King clearly do not care🙄All locations in my local area are all empty, outdated, dirty, have about one or two people the most on staff working.

[thetruthstand]

Burger King has always had some of the worst service ever. The wait times, particularly through drive-thru are ridiculous!

[rowandixon]

The problem with BK in Nz is that the franchisee stores are run badly. I have experienced dirty stores, missing items, drive thrus closing early and cold food. I actually like the product and food over MD but the consistency isn’t there with the quality and service.

[coachingmanagersandleaders]

I eat at Buger King maybe once or twice a year because somebody "forced" me to. And every time I go, extremely rude service, long wait times and COLD FOOD! every single time.

[snoopaka]

The secret to their success will be to improve the quality and taste of the whopper. right now the whopper taste like some thing that was partially grilled over some kind of a flame and then microwaved for service. It is really flavorless. I first started going to Burger King in the mid-1960s. When you came in the restaurant then, there was a big broiler, running down the middle of the restaurant. You came in and placed your order, and someone took a fresh patty and put it on the grill, and it made its way across the length of the broiler. wow that was going on. Somebody was putting the toppings on your bun. By the time the burger made it through the broiler all they had to do was take the Patti out put it on your bun and wrap it up. It was extremely hot and fresh, and actually tasted like a flame grilled burger. It was outstanding and I ate there a ton. I was in high school then and drop by whenever I had an opportunity. What they’re serving today taste nothing like I remember that burger tasting. I just can’t get the feeling that the meat has been pre-cooked somewhere and then just heated for service. I wish them luck because I have I have always liked a good flame grilled burger. That’s the main thing they need to concentrate on and not all the advertising and re-branding. They need to figure out a way to get back to the actual flame. Grilled hot off the grill burger. Good luck to Burger King. There is one about a half a mile from my house and I don’t ever eat there because the product is just not any good.