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Provide documentation of income for all adults (18+) in the household (examples of income are tax documents or pay stubs).Provide basic information (first name, last name, date of birth) about all household members.The company also wants to make make it easier for customers to use the chain’s mobile app, revamp its rewards program by offering customized digital deals, and make delivery and to-go orders more convenient. A few years ago, it shared what remodeled restaurants might look like: triple-lane drive-thrus, burger pickup lockers and takeout counters. The brand changed its logo last year, switched packaging, uniforms and signage to the new look. In a rural town, it might have more seating.īurger King has already started updating its image. A Burger King in a city might be smaller, with a higher focus on digital ordering. The idea is to have consistent branding, but with customized layouts that make sense for the environment, Curtis said. The chain plans to remodel about 800 restaurants over the next two years. To help boost sales and restaurant traffic, Burger King is making other improvements, including making restaurants look more modern. So our Royal Crispy Chicken, which we just launched, offers both.”Īs Burger King continues to work on other menu innovations, it will have to balance ease of execution with items that excite customers, Curtis added.
“The best thing for the guest is great flavor and consistency. The Ch’King “was a great product that was difficult or challenging for teams to execute on,” Curtis said. Sales at McDonald’s US restaurants open at least 13 months jumped 3.7% in that period.īurger King recently retired the Ch’King, replacing it with the Royal Crispy Chicken sandwich. In the second quarter of this year, sales at Burger King US restaurants open at least 13 months grew by just. The issues set Burger King back as competitors advanced. The product “created a ton of bottlenecks operationally,” Cil said. Specifically Cil is talking about the Ch’King, a hand-breaded chicken sandwich that the chain introduced last year. “We, in fact, complicated things,” Cil said, “we added menu items … that were more difficult and not necessarily intuitive and typical for us to serve.” Workers scrambling to fill online orders could at least avoid complicated preparations. In the pandemic, many restaurants quickly slimmed down menus in order to simplify kitchen operations when delivery orders suddenly went through the roof. “Over the last few years during the pandemic and coming out of the pandemic … didn’t do a great job of adjusting our business to the environment, ” RBI CEO Jose Cil told CNN Business. What went wrongĭuring the pandemic, restaurants had to quickly adjust their business models to contend with disrupted supply chains, closed dining rooms and a spike in demand for delivery. “ a little bit in the camp of if it ain’t broke, don’t fix it,” Curtis said. But the team also doesn’t want to risk messing with its best known offering. The brand is “evaluating whether or not there are changes to the Whopper that could make it a better product,” he said. But some other tweaks could be in store as well, Curtis said. “And I’m looking forward to putting it back in its rightful place as our lead act.” Through advertising, Burger King wants to remind customers that the Whopper is flame-grilled and customizable. I just don’t think we’ve celebrated it enough,” Curtis said. “I don’t think we’ve talked about it enough. The fast food giant is also going to lean in to advertising its signature burger. The plan is to make sure workers are well trained in making the best possible Whopper, and that kitchens support consistency and ease of preparation. “What we really want to do in the short term is reintroduce America’s love affair with the Whopper,” Tom Curtis, President of Burger King North America, told CNN Business. One key part of that plan? Reminding customers of what Burger King is all about: The Whopper. Franchisees will also invest in improving the brand. In the next two years, Burger King, which is owned by Restaurant Brands International, is planning to invest $400 million in improving the brand - $250 million will go toward updating restaurant tech, kitchens and remodeling, and $150 million to advertising and digital products. Over the past few quarters, Burger King has been playing catch up, and now the company is hoping a major investment in restaurants and advertising will help spark growth and propel it ahead of its peers. Missteps during the pandemic caused the chain to lag behind competitors. (CNN) - The past few years have been tough for Burger King.
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