QSR May 2023

BURGER KING’S COMEBACK

The bad news is that Burger King has been here before. The good news is, so has Patrick Doyle. The CEO who led Domino’s out of the pizza wilderness to the No. 1 position in the industry over the course of a decade now is at the controls of Burger King, which has spent decades parrying with Wendy’s for the No. 2 spot in the burger world behind McDonald’s. The goal of Doyle, and of Restaurant Brands International, the parent company that tapped him as executive chairman, is to get Burger King permanently ensconced as the unquestioned runner-up that is con tinually nipping at the dominance of the Golden Arches. In the effort, Doyle isn’t just a hired hand: He’s got $30 million of his own money invested in putting Burger King on a better long-term trajectory, and a five-year contractual commitment to see it succeed. He’s also got a track record of success with Domino’s and comes to his new challenge with a roadmap for addressing many of the same issues at Burger King. “I’ve done this before,” Doyle says. “I understand the dynamics and what it takes to get a [fast-food] business mov ing forward quickly and how to accelerate growth. Some of it is just experience. You can move quickly and confidently when you’ve done it before.” Can a proven turnaround expert get Burger King back on solid footing? He’s betting $30 million on it. RECLAIM THE FLAME BY DALE BUSS

www.qsrmagazine.com | QSR | MAY 2023

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