Burger King Menu Adds a Crispy New Take on the Whopper

Burger King has spent the past few years struggling with declining same-store sales, losing franchisees, and increased expenses. That's something its parent company, Restaurant Brands International (QSR) has addressed aggressively with its “Reclaim the Flame” initiative.

Call it a massive reset for the chain: Reclaim the Flame seeks to reinvent Burger King for consumers, while also actually modernizing the brand. The project, launched in 2022, has made steady progress.

At the time of launch, the chain had big plans to change how people think about the Burger King brand.

“We are relentlessly pursuing a better experience for our guests. This is the driving force behind all the initiatives that we are executing collaboratively with our Franchisees. 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.” Burger King North American President Tom Curtis said in a media release.

And while it wasn't said at the time, the Whopper has been a core part of that turnaround plan.

Burger King has fully leveraged the Whopper brand.

Image source: The Packaging Company/TheStreet

Burger King has a new Whopper

The Whopper is Burger King's only $1 billion brand. Curtis fully understands the burger's importance to the company.

“It’s something a lot of people think about when they think about Burger King. We believe it’s the best burger in the business. And consumers think it is,” he told Restaurant Business Online.

In recent years, the chain has issued variants of the classic, which first debuted in 1957. Some, like the Whopper Melts line, were a true reimagining.

Others, including the Halloween Whopper, the various “Angry” Whoppers, and the “Proud Whopper,” were meant to leverage media attention.

For its latest Whopper promotion, Burger King has been asking customers for help.

Earlier this year, Burger King launched the “Whopper By You” platform, which gave the world the BBQ Brisket Whopper. Now, the chain has introduced the second Whopper sourced from customer ideas.

“The Crispy Onion Whopper features more than ¼ lb. of beef flame-grilled to perfection topped with crisp lettuce, juicy tomatoes, creamy mayo, melty American cheese, bacon and crunchy pickles with golden onion rings, crispy onions and a sweet & smoky BBQ sauce,” the chain shared.

For a smaller taste of the new burger, Burger King is also offering the latest Whopper innovation as a Whopper Jr.

Burger King's“Reclaim the Flame” plan:

Advertising and digital

$150 million over 2 years for ads and digital upgrades.
$30 million to improve app, loyalty program, delivery, and pickup.

Restaurant modernization

$250 million to upgrade tech, kitchens, and interiors.
Refresh around 3,000 locations; remodel 800 with new “Sizzle” design.

Focus on quality menu items, everyday value, and innovative offerings.
Improve guest experience and operational efficiency.

Franchisee collaboration

93% of U.S. franchisees support co-investment in advertising and remodels.

This plan aims to modernize the brand and boost growth across the U.S.

Source: Restaurant Brands International

Analysts do see some traction from Burger King's turnaround efforts.

“The strong performance in BK’s franchisee profitability (up 46% [year over year]) validates our hypothesis that the Reclaim the Flame acceleration is gaining momentum,” Bernstein analyst Danilo Gargiulo told Yahoo Finance last February.

Burger King believes in the Whopper

“We're leaning into the Whopper with innovation in our Have It Your Way promise through guest-led ideas from our recently launched Whopper By You platform. The Barbecue Brisket Whopper is a standout, a delicious guest-designed take on the classic that highlights our flame-grilled flavor,” RBI CEO Joshua Kobza said during the chain's second-quarter earnings call.

Patrick Doyle, who serves as Restaurant Brands International's chairman, made his thoughts on the Whopper, and its importance to the brand, clear during a conversation with analysts.

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He also gave McDonald's some credit.

“McDonald’s is pretty good at the burger business. Their units look terrific today. I think their loyalty program has been working very well for them. There is a lot that has gone right over there,” he said.

But, Doyle added, “They do not sell the Whopper. That’s the point of leverage. That is ultimately how we compete effectively with them.”

Doyle also said “the Whopper may actually be a better brand than Burger King,” CNN reported.

Burger King's recent Whopper history

Struggles & Reset: Burger King has faced weak same-store sales, franchisee losses, and higher expenses, prompting its parent RBI to launch the $400M “Reclaim the Flame” turnaround plan in 2022.

Whopper at the core: The chain’s only $1 billion brand is central to the revival.
- Tom Curtis: “It’s something a lot of people think about when they think about Burger King. We believe it’s the best burger in the business.”
- Whopper Innovation:
  - Past: Whopper Melts, Halloween Whopper, Angry Whoppers, Proud Whopper.
  - Present: Whopper By You platform led to new items like the BBQ Brisket Whopper and Crispy Onion Whopper (also available as a Jr.).