Burger King will spend $400 million to upgrade its reputation by renovating and relocating stores as well as doubling down on ads

Burger King is going to invest $400 million over the next two years in order to grow in the US.

$150 million in advertising and digital investments is part of the "Reclaim the Flame" campaign. At Burger King's annual convention in September, it was announced by the president.

Burger King intends to elevate the perception of the Whopper and create a "destination worthy chicken sandwich portfolio" as part of the campaign.

Burger King has been in the process of changing their name. The chain went back to a classic look that emphasized the Whopper and natural colors in 2021.

In order to simplify operations and give customers a better ordering experience, the chain cut down on the number of menu items in its restaurants. As of 2021, 80% of sales were due to the change.

Burger King has a lot of work to do to stay relevant in the fast-food world. It was the seventh highest selling fast food in the US in 2011. In terms of US sales, Burger King was behind other big names, even though it had more US locations than others.

Burger King's changes have not improved sales. US sales decreased in the most recent quarter that ended in June. McDonald's and Wendy's were both up in the same time.

The brand needs to be injected with life. According to a statement, US franchisees have endorsed the rebrand and committed to more advertising.

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