America's Third Largest Burger Chain
Burger King hasn't exactly been the fast-food king in recent years. The chain has been falling behind competitors like McDonald's and Wendy's, grasping at straws to remain relevant to younger
Hungrier audiences. Along the way, the chain made some pretty big changes and additions but has most recently announced plans of going back to basics.
Just like the Big Mac at McDonald's, the Whopper is Burger King's bread and butter; the signature menu item that's come to be synonymous with the company's flame-grilled ethos.
The fact that Burger King's fourth-quarter sales in the U.S. rose 1.8%, while the Big Mac-slinger outpaced it handily with a 7.5% gain. With sales lagging, Burger King is bringing out.
In a recent earnings call, executives from parent company Restaurant Brands International touted the nostalgic glory of the Whopper as a key focal point for kickstarting Burger King sales in 2022.
This includes marketing the sandwich better and making it faster to prepare, thus easier to get in the hands of drive-thru diners—and alleviating pesky wait times.
"While we always strive to provide excellent value for money on a full menu basis, going forward, we will be purposeful and targeted when we choose to promote this iconic asset,"
The chain is also whittling down the menu in general, to streamline preparation processes for workers, speed up orders for customers, and ensure that the Whopper is more front-and-center.
"For example, we have multiple hamburgers. And we have six ways of putting cheese on hamburgers. Put it on first, last, top, bottom, three slices, two slices.
In many ways, it's a back-to-basics approach for Burger King's Whopper revival, to simplify operations and keep the spotlight on the sandwich that made it famous.
Iconic And Controversial Fast Food