Burger King is sending off a mission to contribute $400 million over the course of the following two years to zero in on US development and rebranding as a top notch drive-through joint. The "Reclaim the Flame" lobby comprises of two pieces: $150 million in advertising and digital investments, and $250 million for updating restaurant equipment, remodeling older locations, and relocating underperforming stores. It was first declared by Burger King North America president Tom Curtis at the chain's yearly show toward the beginning of September. A piece of the mission will zero in on "premium branding," by endeavoring to raise the impression of the mark Whopper and making a "destination worthy chicken sandwich portfolio," Burger King said in an explanation. Burger King has been amidst a significant rebrand for quite a while at this point. In 2021, the chain redesignd logos and marking without precedent for 20 years, getting back to an exemplary look that underlined the Whopper and normal tones. The chain spent quite a bit of 2022 paring down menus to work on tasks and give clients a superior requesting experience, close by the expansion of computerized menu sheets all things considered drive-through eateries. The progressions were important for an arrangement to cut drive-through times, which made up 80% of deals starting around 2021. Burger King has a lot of ground to cover to contend in the cheap food world. It had the seventh most noteworthy US cheap food deals in 2021, as per QSR's yearly Top 50 Report. Burger King lingered behind Mcdonald's, Chick-fil-A, Taco Bell, Wendy's, and other enormous names as far as US deals in 2021, in spite of having a bigger number of US areas than Chick-fil-An and Wendy's. Burger King's progressions so far haven't shown a material improvement in deals. US deals contracted somewhat in the latest quarter that finished in June, down 0.3% over the earlier year. Other burger contenders were up in a similar period, McDonald's at 3.7% and Wendy's at 3.5%. The rebrand could be what Burger King needs to infuse life back into the brand. US franchisees have embraced the rebrand and resolved to added interest in promoting, as per an assertion. "We believe now is the time to make a significant investment to accelerate the work given the quality of the team, focus of the plan, commitment of our Franchisees and the opportunity that clearly exists for our iconic brand to Reclaim the Flame and be the first choice for a high-quality meal, an exceptional experience, and a great value," Jose Cil, CEO of Burger King parent company Restaurant Brands International, said in a statement.