Burger King is gearing up to reclaim lost ground in the battle of the burger giants
Restaurant Brands said it is pushing to turn around the chain, having installed new leadership and earmarking $400 million to boost advertising and revamp everything from restaurant design to the way its flagship burgers are constructed. Executives said that overly complex menus, slow operations and outdated restaurants had tarnished Burger King’s standing with diners and investors.
to head Burger King’s U.S. business. It was a shift for the private-equity backed company, which has tended to promote from within. Mr. Curtis toured restaurants to get a sense of franchisee concerns, he said, and found some of the chain’s challenges could be traced to the kitchen. Mr. Curtis said the Ch’King was a great sandwich, but his restaurant tours convinced him that it added too much complexity for workers. Burger King last month scrapped the Ch’King and substituted a new crispy chicken option, which uses a patty breaded before arriving at restaurants. The new option is selling well, the company said.
Burger King is developing tools to measure the complexity of its operations, and has eliminated some salads and chocolate milk from its menus to help speed up service times, Mr. Curtis said. The chain also removed the Whopper from its discount menu earlier this year in a strategy change, Mr. Curtis said, with the sandwich’s average national price now $5.49.
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