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 Wendy’s snatched the No. 2 spot from the chain in 2021 after years of declining sales due to complex menu items, outdated restaurants and slow operations.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?