“There will always be a minority [of franchisees] who aren’t dedicated, enthusiastic operators. We’ll work with them to leave the system and move on to do something else,” Chairman Patrick Doyle says.
“There simply is no room for franchisees who are not willing or able to work hard to operate restaurants that are better than the system average over the long term.”
Their goal is to close the least profitable stores and to focus on the company’s turnaround plan to boost sales and fight its competition.
In an attempt to answer to the challenge of securing its position in the fast-food industry, Burger King introduced the ambitious “Reclaim the Flame” re-branding campaign in 2022, amounting to $400 million in investments which include restaurant renovations, advertising, streamlined menu offerings, and more.
The company’s commitment to modernization is an intensive one and focuses on various technological enhancements, kitchen upgrades, and physical renovations, all for the sake of providing customers with the ultimate experience.
One thing is certain, the company is keeping track with its consumer preferences.
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Credit: Kuluckada