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One of the country’s largest fast-food chains has reclaimed its “throne” as the nation’s No. 2 burger chain, with Burger King betting that better food without higher prices can keep cost-strained customers coming through the door.
“You can outrun costs with traffic if you’re building your business and that’s what we’ve been doing and that’s what we’ll continue to do in each chapter of elevation as we move through the menu… to elevate everything on there,” Burger King U.S. and Canada President Tom Curtis told FOX Business.
“We’ll ask our owners to hold tight because consumers need it right now,” he added.
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Curtis joined “Mornings with Maria” alongside Burger King U.S. and Canada Head Chef Amy Alarcon as the chain celebrates reclaiming the No. 2 spot from Wendy’s in U.S. systemwide sales, behind industry leader McDonald’s, while posting 8.5% U.S. same-store sales growth in the second quarter.
The comeback has been years in the making. Burger King launched its “Reclaim the Flame” plan in 2022, investing hundreds of millions of dollars in the brand to improve restaurant operations, food quality and company culture, Curtis said.
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“Really the last nine months have been about us telling that story, and it’s really resonated with consumers,” he added.
A key part of that strategy has been listening to customers, even when their feedback is tough to swallow.
After customers offered what Curtis described as “sometimes scathing feedback” about the chain’s chicken nuggets, Alarcon and her team went back to the kitchen. The result is a revamped nugget recipe designed to be crispier on the outside and juicier on the inside.
The “elevated” nugget is rolling out nationwide Sept. 1, along with revamped dipping sauces.
“It hurt me to the core,” Alarcon said of the criticism. “You don’t ever want someone saying that about your food. So we fixed it.”
The nuggets follow Burger King’s effort to upgrade its signature Whopper, a change Curtis said required franchisees to absorb additional costs rather than immediately pass them along to customers.
“We asked our franchisees once again when we relaunched the Whopper, when we elevated the Whopper, ‘Hey, we need you to hold price here. Consumers are hurting, and we’ve got to be there for them in these tough times,’” he said.
That strategy is being tested as soaring beef prices squeeze restaurants and consumers alike. Curtis acknowledged that the pressure has been difficult for Burger King franchisees but said the company is trying to offset higher costs by attracting more customers rather than simply raising menu prices.
“I think it’s just holding the line and giving people more for the same amount,” he added.
