Burger King To Shell Out $400M To Ramp Up Sales In US

Restaurant Brands International Inc QSR said its fast-food hamburger chain Burger King is planning to spend $400 million in two years on advertising and renovation of its restaurants.
The move is a part of its 'Reclaim the Fame' strategy to revive sales in the U.S.
The investment includes $150 million in advertising and digital investments and $250 million in technology developments.
Burger King Franchisees representing more than 93% of all U.S. restaurants have endorsed the plan and have agreed to co-invest in increased advertising.
"Our plan is focused on a few important priorities — operational excellence, refreshed image, and enhanced marketing — that when put together, provide a superior experience for our Guests," said Burger King North America president Tom Curtis.
In 2023 and 2024, QSR expects these investments to have an average annual impact to adjusted EPS of approximately ($0.10) to ($0.12), before considering benefits from any potential sales improvements.
The company expects the impact to be accretive to adjusted EPS in 2025 and beyond.
Price Action: QSR shares closed higher by 0.51% at $60.89 on Friday.