What is the story behind Burger King’s comeback effort?
This week’s episode of the Restaurant Business podcast A Deeper Dive features Tom Curtis, president of Burger King in the U.S. and Canada.
Curtis has overseen Burger King over the past two years after coming over from Domino’s. And he has come at a time when the chain has been in trouble. The brand struggled during the pandemic, particularly after its upgraded chicken sandwich, the Ch’King, didn’t perform well.
Struggling sales and high inflation last year proved to be an ugly combination. Two major franchisees of the brand filed for bankruptcy and a Michigan operator closed all its locations.
But the company has shown some real progress of late, thanks to marketing and improved operations and the company’s $400 million “Reclaim the Flame” investment announced last year.
We talk with Curtis about all of this, how that investment has paid off, what changes in operations the company has made and how it can keep customers after marketing gets their attention. We also asked why the Ch’King didn’t work.
We’re talking Burger King on A Deeper Dive so please have a listen.
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