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Burger King considers its new plan of bringing back the Whopper brand to its former glory days, known as "reclaiming the flame," mission-critical for jump-starting its sales in 2022.
The plan focuses on better marketing of the Whopper sandwich, providing fewer coupons for it, and making it easier to assemble the sandwich to get diners in and out of the drive-thru faster.
Restaurant Brands CEO José Cil said they felt it was important to invest behind it and elevate the flagship and iconic product and make sure that it becomes the centerpiece of their game plan going forward.
Cil said that new extensions and innovations around the Whopper, some of which are already proven winners in our international markets, will be tested and expected to perform well in the US.
Burger King's US same-store sales rose 1.8 percent in the fourth quarter, trailing the 7.5 percent gain posted by its arch-rival and Big Mac seller McDonald's.
The Whopper maker registered a 4.7 percent same-store sales increase in the US in 2021.
Burger King's overseas sales have fared better, with a 13.6 percent increase for 2021.
