Burger King’s chief aims to bring back restaurant’s greatness with investments in makeover and promotion

Burger King was one of the most favorite burger joints in the United States, and in fact, for decades, it has been the country’s No. 2 in terms of sales. However, many fast-food chains started to surpass the brand, and it is now lagging behind chains such as Wendy’s Co. and Chick-fil-A.

Burger King’s chief executive officer is now aiming to reclaim its previous position in the fast-food industry and bring back the glowing fame that it had before. To achieve this goal, the firm’s CEO, Jose Cil, is planning to implement new investments for the brand’s promotion and store remodelling.

Cil hopes that through these efforts, Burger King will be able to recover after losing its ranking in the fierce fast-food business battleground. The race to catch up with McDonald’s and other leading restaurants has started, so customers can expect new things from BK, including store upgrades, new ads, and offers.

“We made some bad decisions in the last couple of years,” the CEO of Burger King and its parent company, Restaurant Brands International Inc., said in a statement. “We have made some significant changes as a result.”

The Wall Street Journal reported that RBI is pushing to turn the chain around after appointing new management leadership and investing $400 million to fund Burger King’s rehabilitation plans and improve advertising.

The company will revamp everything from the store designs to how the burgers are made using the allotted funds. Top management officials blamed slow operations, out-of-date restaurants, and extremely complicated menu items for the decline of Burger King over the years. They said that these have caused the brand to lose its standing with customers and investors.

Meanwhile, as part of its turnaround plan, Burger King recently unveiled its new tagline, “You Rule.” In the press release, the company said that the new tagline is an important part of the latest BK brand positioning and is expected to create an impact on every customer through new advertising and an in-restaurant experience that will feature the slogan.

“As with our entire Reclaim the Flame plan, we worked closely with our Franchisees on this new positioning over the last few months,” Burger King North America president, Tom Curtis, said. “This campaign celebrates our brand equities and delivers on our brand purpose: to relentlessly pursue a better experience for our Guests.”