All major fast food chains rely on one key strategy to keep customers coming back through their doors in all seasons: the constant rotation of something new to try (perhaps with a Saltbae-inspired dash of FOMO sprinkled in for good measure).
Whether its mixing something tried and true with something unusual, like Popeyes’ recent announcement of a pickle-themed menu, or remixing its standby ingredients into new combinations (as Taco Bell often does to great results), consistent innovation seems to keep customers coming back again and again.
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McDonald’s and Starbucks are the two quick-service chains that seem to have mastered this tactic best. McDonald’s CosMc launch in 2024 was a bold effort to take on the coffeehouse-loving crowd that’s paid off for the brand and put its foot firmly into the growing $100 billion specialty beverage market.
Related: Burger King answers McDonald’s new restaurant format move
Starbucks has been good at this tactic for a long time, and its consistency has paid off, as it’s now the second-largest chain in the world by total location count (38,587 locations as of 2023). Aside from being literally everywhere, Starbucks is keeping customers interested by leaning further into its oatmilk latte offerings and debuting new drinks like its Iced Cherry Chai.
Burger King (QSR) is also playing the game and has just announced a new drink for summer that should tantalize longtime fans of the chain.
Burger King has been remodeling restaurants.
Image source: Shutterstock
Burger King introduces a new summer drink
Burger King’s latest menu addition is a frozen Fanta Strawberry, which you can order in small, medium, and large sizes for $2.29, $2.49, and $2.89, respectively.
This is an addition to the chain’s already-popular regular Fanta Strawberry, which has been on its drink menu for a while alongside a Frozen Fanta Blue Raspberry flavor and the longtime classic Frozen Coke.
Birger King has big plans in the works
Burger King has ambitious plans for 2025 and beyond, as it announced back in 2022 when it detailed its “Reclaim the Flame” plan, which included a $700 million investment through the end of 2028 to turn up the heat on its advertising strategy, remodel key locations, and improve its kitchen equipment. As of December 31, 2024, the chain confirmed it had funded $133 million out of up to $550 million planned toward what it calls the “Royal Reset” investments.
Related: Burger King menu adds new side dish, sandwich, Whopper
Customers can get a look at what the changes look like in Burger King’s new “Sizzle” restaurants, which offer kiosks and in-store mobile orders and pickups, as well as mobile orders and pickups at the drive-thru. Restaurant Brands International has said it plans to spend $200 million on these new designs, which it spent a year ideating on before making the move forward.
The good news is that the strategy is working. Profitability per restaurant has soared nearly 50 percent in 2023, from $140,000 to over $205,000, with an aim to reach $300,000 per store.
“We’ve got to be intent and thoughtful about every step,” North America president Tom Curtis told QSR Magazine in an interview in 2023. “And so, we’re more excited, more fired up, than we’ve ever been. But we’re still not overconfident. This isn’t a layup; it’s a 3-point shot.”
However, Burger King’s American arm still seems to be waiting on taking the menu risks that get its fellow players heavily shared on social media. Overseas, however, its customers seem to enjoy wilder items, such as the Mexican Avocado Whopper it just announced in the Japanese market. That said, as the brand continues to push its new plans forward, it’s not impossible we could see more experimental items hit US menus.
Burger King was in 7th place in terms of revenue in 2024, following McDonalds, Starbucks, Chick-Fil-A, Taco Bell, Wendy’s and Dunkin.
Related: Burger King Menu adds new Whopper customers demanded
