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Updated 6/13/2024
Burger King has been making moves to get back on track as being one of the top fast food chains. The latest move is called “Sizzle”, and it’s a new store design format.
The focus seems to be on remodeling restaurants, and adding digital kiosks which includes a smaller restaurant format.
Tom Curtis, President of Burger King US and Canada said about Sizzle:
“We’re shaving 200 to 300 square feet of the prototype and it is offered in 40-, 60- and 80-seat versions”.
With the Sizzle format opening locations nationwide, it’s hoping to provide a more cozy experience for patrons.
“The Sizzle design is extremely warm and inviting on the outside,” he said. “It’s very warm and inviting on the inside.” That also allows for digital additions, such as kiosks, which have been tested in the Miami restaurants. The design also minimizes steps for staff to assemble orders, Curtis added.
The $400 million revitalization plan that Burger King set in motion last fall started with a marketing campaign You Rule, and technological upgrades for many locations.
But with closures left, and right it seems the chain is fighting an uphill battle. The general consensus among social media users is that the chain’s quality has fallen off in recent years. One user shared a picture of a chicken sandwich she’d ordered which contained a dried, shriveled up lettuce core among dried up bits of lettuce.
The user called the health department to file a complaint.
5/2/2024
The King Is Dropping Another $300 Million On Royal Reset
The fast-food giant’s parent company, Restaurant Brands International (RBI), announced an additional $300 million investment to accelerate the renovation of Burger King restaurants across the United States. This brings RBI’s total investment in the brand’s revival to a whopping $2.2 billion.
The investment comes as part of Burger King’s “Royal Reset 2.0” program, which builds on the success of the initial renovation initiative launched in 2022. The program will provide financial incentives to high-performing franchisees to encourage quality upgrades and rebuilds. With this additional funding, Burger King expects to remodel roughly 1,100 more U.S. restaurants by 2028.
This aggressive renovation push underscores Burger King’s belief that a modern and inviting atmosphere is key to attracting customers. The company hopes the revamped restaurants, featuring a fresh design and new technology, will lead to increased sales and a more positive overall dining experience.
This isn’t the only step Burger King is taking to reignite its flame. In January, RBI acquired Carrols Restaurant Group, the chain’s largest U.S. franchisee. This move gives Burger King more control over the renovation process and paves the way for a more uniform brand image.
Perhaps Burger King should sink some of those millions into quality control, and a better menu before remodeling restaurants to have some Sizzle?
After all, what’s the point if more and more customers aren’t happy with the output?
