Burger King climbs to No. 2 by improving menu while keeping prices steady

Burger King announced it has retaken the No. 2 position in U.S. systemwide sales, trailing only McDonald’s, after posting 8.5% same-store sales growth in Q2. President Tom Curtis credited the “Reclaim the Flame” plan launched in 2022, which invested hundreds of millions in operations, food quality and culture. Recent menu changes include an upgraded Whopper and a newly formulated chicken nugget that will debut nationwide on Sept. 1 with new dipping sauces, following critical customer feedback.

Head chef Amy Alarcon said the revised nuggets address earlier complaints about texture and juiciness. To shield price-sensitive diners from soaring beef prices, the chain asked franchisees to hold prices steady, hoping that better food will draw more customers rather than relying on price hikes.