"Ultimately, the success of this Reclaim the Flame plan comes down to execution at the restaurant level and we are so fortunate to have Franchisees who love this brand and are working closely with us to focus on the right priorities. "I'm very proud and thankful that our franchisees have stepped up once again to invest in our performance together, reflecting the genuine partnership and mutual respect we have built between the franchisor and franchisees," Curtis said in a statement. The Domino's veteran was promoted to his role in August 2021, around the time Cil first indicated Burger King was formulating a bigger, long-term solution. ![]() Burger King franchisees, which comprise 93 percent of the domestic system, will co-invest in advertising dollars.īurger King president of North America Tom Curtis said the plan is based on three anchors-operational excellence, refreshed image, and enhanced marketing. The fast-food giant will spend $400 million in the next two years, including $150 million for advertising and digital investments and $250 million for technology, kitchen equipment, building enhancements, and remodels/relocations. franchise convention, is a multi-layered strategy aimed at growing sales and driving operator profitability. The so-called "Reclaim the Flame" plan, shared at the chain's annual U.S. He delivered on his promise, to the tune of $400 million. Restaurant Brands International CEO Jose Cil foreshadowed in early August that Burger King was preparing to announce a significant turnaround strategy.
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