Burger King surprises McDonald's with its announcement in America: many restaurants

The competition in the fast food market in the United States is becoming increasingly intense and fierce. Major chains are fighting to capture consumers' attention through constant innovations and aggressive commercial strategies. Special offers, image renovations, and service improvements are just some of the tactics used to keep the public's preference.

Burger King has announced a significant renovation that will affect 400 of its locations in the United States. This initiative is part of a long-term plan to modernize its branches and adapt to new market demands. The main goal is to boost sales and offer a more comfortable and technological experience to its customers.

Renovations and Promising Results

The CEO of Restaurant Brands International, Joshua Kobza, explained in an earnings call that the already remodeled locations have increased their sales by around 15%. This shows that the renovation strategy is bearing fruit and that the investment in modernization is profitable. Kobza also mentioned that many branches still need to be updated to achieve the modern image that Burger King wants to project.

The New "Sizzle" Concept

The reforms will include the new visual concept called "Sizzle," which combines contemporary design with advanced technology. Among the new features are the boost to digital orders and self-service, key to improving service and speed in the restaurants. Although the exact locations of the branches to be remodeled were not specified, it is expected that by 2028 about 2,000 renovations will have been completed.

A Far-Reaching Strategic Plan

This initiative is framed within the strategic plan "Reclaim the Flame," presented in September 2022. The goal is to revitalize the Burger King brand in the United States and regain ground in a highly competitive sector. Thanks to this plan, the company has managed to stay above the industry average, even when other chains experience declines in their sales.

Kobza highlighted that Burger King continues to gain market share in the fast food sector. "Burger King in the United States continued to outperform the broader category of quick-service burger restaurants," said the CEO. This confirms that the "Reclaim the Flame" plan is yielding results and strengthening the chain's position in the market.

Technological Future and Comfort

The renovation with "Sizzle" aims at a future where technology facilitates the ordering process and improves customer comfort. The focus on digital and self-service is a reflection of current trends in the gastronomic industry. Burger King thus seeks to offer a modern and efficient service that attracts more consumers.