Fast Food Giant To Upgrade, Remodel 400 Of Its US Restaurants In 2025

Your local Burger King may be getting a makeover.

About 400 BKs have been tapped for remodeling this year, according to a report by USA Today.

The glow-ups will include improvements to restaurant technology and kitchen equipment as well as optics, and are part of a multi-year $400 million investment initiative plan called "Reclaim the Flame."

The plan, first announced in September 2022 by parent company Restaurant Brands International, comes as Burger King seeks to reverse stagnant sales and reclaim its position in the fast-food market.

Tom Curtis, president of Burger King North America, emphasized that the plan centers on “operational excellence, refreshed image, and enhanced marketing,” all designed to improve the overall customer experience.

"Ultimately, the success of this plan comes down to execution at the restaurant level," Curtis said.

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According to RBI, the company has shifted its remodel incentive structure to provide more upfront financial support for high-performing operators. The company also expects the remodeled restaurants to deliver improved returns, building on prior remodeling efforts that showed a 12 percent average first-year sales uplift.

Despite these efforts, Burger King has faced a challenging market. According to industry publication QSR Magazine, the brand has struggled to maintain pace with competitors like McDonald’s and Wendy’s. While new product launches, such as the Royal Crispy Chicken sandwich, have generated some excitement, analysts have pointed to inconsistent store conditions and outdated designs as deterrents to customer retention.

In response, the “Reclaim the Flame” plan includes not only a digital upgrade and brand refresh but also a strengthened loyalty program through its app, integration of digital ordering systems, and strategic pricing to remain competitive during a period of elevated food costs.

All that burnishing and tinkering may be paying off. Burger King reported a 1.1 percent decrease in comparable sales in its U.S. restaurants for the three month-period ending March 31, outpacing McDonald's, which saw a 3.6 percent decrease. Wendy's reported a 2.6 percent drop for the quarter, according to the USA Today report.

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The Burger King upgrades come amid a broader industry push for modernization. Competitors like McDonald’s and Taco Bell have aggressively invested in remodeling, drive-thru technology, and delivery integration to match evolving consumer preferences for speed, digital convenience, and comfort.

Additionally, Burger King’s announcement arrives as federal health regulators move to set new standards in food safety and transparency. While not directly tied to the remodel effort, industry shifts prompted by U.S. Department of Health and Human Services (HHS) and FDA initiatives, such as efforts to phase out petroleum-based synthetic dyes in the food supply, add further pressure on national brands to modernize their product offerings and public image.

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Founded in 1954, Burger King is the world’s second-largest fast-food hamburger chain behind McDonald's, with over 18,700 locations globally, nearly all of which are franchisee-operated. The company’s parent, RBI, also owns Tim Hortons, Popeyes, and Firehouse Subs, collectively generating more than $35 billion in system-wide sales annually.