Burger King says its “Reclaim the Flame” comeback could take two decades, but early changes are already showing up in restaurant performance, food upgrades to the Whopper, and improved same-store sales.
The company’s executives talk about time in a way that stands out in quick-service dining: Burger King leadership says “Reclaim the Flame” is a two-decade strategy, even as the changes are already reshaping how customers experience the brand.
At a press briefing. Tom Curtis. Burger King US and Canada president. described the initiative as “frankly. a two-decade strategy because of everything that has to be done.” The program launched in 2022 after years of declining sales and operational struggles. with the stated goal of boosting traffic and franchisee profitability through restaurant remodels. operational improvements. and investments in the Whopper.. Curtis also noted that when he joined Burger King in 2021. a former boss showed him an article predicting the chain would disappear within a decade.
When Burger King introduced “Reclaim the Flame,” it pledged to invest $400 million into the effort over the following two years. In the same period, Red Lobster’s comeback plan was backed by $60 million in funding.
By August 2025. Burger King still ranked third among US burger chains by sales. according to QSR Magazine. behind McDonald’s and Wendy’s.. Yet leadership says the turnaround is taking shape four years after the program began. driven by changes meant to improve the restaurant experience and the food itself.. Joel Yashinsky. chief marketing officer. said the company has been working “the last four years to improve the restaurant experience — our operations. our technology in the restaurants. remodeling — and we’re also elevating our food.”
As part of that push. Burger King is also leaning into what it calls long-standing customization culture tied to its “Have It Your Way” slogan introduced in 1974.. Yashinsky said the company wants customers to feel more connected to the brand: “We want the guest to have ownership in the brand. ” adding that “Burger King was the first to really realize people liked customization.”
The effort is showing up in the way the Whopper is built and presented.. Burger King recently updated its Whopper with a new box, bun, and mayonnaise.. Executives say the focus is not only on new items, but on listening to customer feedback and acting on it.. Curtis said the chain found “an interesting way to do it through listening and taking action. ” and that “consumers see us listening to the feedback.”
One specific complaint shaped the packaging upgrade.. Burger King had been receiving feedback that Whoppers often ended up smushed in the bag because they were wrapped only in paper.. As of February, the Whopper is served in a cardboard box.. The chain also upgraded some components, adding a creamier mayonnaise and a new, glossier bun.. Yashinsky framed the approach as value delivered without asking customers to pay more: “It’s all about putting the guest first and delivering what they’re looking for from Burger King.”
He said Burger King kept the Whopper at the same price even as it upgraded the burger and its packaging.. “The fact that we’re investing and not shrinking value through cutting sizes or cutting cost in different ways. but actually investing in the packaging and investing in a better bun. those little things matter. and customers notice that. ” Yashinsky said.
On the performance side, Burger King leadership points to momentum coming out of the latest comparisons.. In the first quarter, Burger King reported 5.8% same-store sales growth in the US, outperforming competitors in the QSR burger segment.. McDonald’s same-store sales increased 3.9%, while Wendy’s sales declined by 7.8% in Q1.. It was also an increase from the same period last year, when the chain reported 1.6% same-store sales growth.
Company leadership cited new family-focused initiatives. including King Junior meals and a SpongeBob-themed meal collaboration. as part of the reason for the growth.. Curtis said on an earnings call that kids’ meal sales had risen about 40% over the past six months. and that Whopper sales are up as well.. QSR Magazine reported that. in the last quarter. Burger King restaurants posted their highest average Whopper sales per location in more than three years.
The timeline of “Reclaim the Flame” is also paired with campaigns built around price and habit.. Burger King. like others in the QSR industry. has leaned heavily on value-focused marketing. including “Whopper Wednesday. ” $5 Duos. and $7 Trios to draw in customers.. Curtis also referenced future consumer momentum efforts tied to the Whopper brand. including promoting “Wednesdays should be fun” to support Whopper Wednesday on April 15. 2026.
What the company is attempting is a long overhaul built on short. measurable moves: Burger King launched “Reclaim the Flame” in 2022 with a pledge to invest $400 million over two years. and then four years into the plan leadership pointed to same-store sales rising 5.8% in the US in the first quarter. alongside operational and packaging changes like serving the Whopper in a cardboard box.
Looking ahead. Yashinsky told MISRYOUM newsroom that Burger King plans to continue modernizing restaurants. expanding its franchisee network. launching new innovations. and elevating its most popular menu items while staying true to the chain’s roots.. “Burger King will feel different [in five years] than it does today pretty significantly. but we’re not changing who we are. ” he said.. “We’re going back more toward ‘Have It Your Way.’”
Burger King Reclaim the Flame Whopper turnaround plan same-store sales franchisee profitability restaurant remodeling QSR Magazine Have It Your Way King Junior Whopper Wednesday $5 Duos $7 Trios customization