Burger King brings back fan-favorite Whopper

Burger King has struggled over the past few years, falling behind Wendy's to lose its place as the number two burger chain behind McDonald's.

That's a position the Restaurant Brands International company has been fighting to regain as it has struggled with closing locations, and seeing one of its largest franchise operators filing Chapter 11 bankruptcy.

Meanwhile, other quick‑service brands, including Wendy's, which is closing hundreds of restaurants, have adjusted their footprints and menus to navigate industry pressures, highlighting the challenges Burger King faces.

While that has been happening, Burger King has heavily invested in its "Reclaim the Flame" turnaround plan.

"The plan includes Burger King investing $400 million over the next two years, comprised of $150M millionin advertising and digital investments to 'Fuel the Flame' and $250 million for a "Royal Reset" involving restaurant technology, kitchen equipment, building enhancements and high-quality remodels and relocations," the company shared in a press release.

It's a bold attempt to reinvent the brand that has been supported by menu innovation, including allowing customers to dictate new Whoppers. Now, Burger King has listened to its customers again and has brought back a fan-favorite version of its iconic answer to the Big Mac.

Burger King brings back fan-created Whopper

Burger King's Whopper By You platform allows customers to suggest new versions of the classic sandwich. Now, the chain has decided to bring back a popular version of the Whopper that fans created, according to an email sent to TheStreet.

"Burger King is letting Guests call the shots, again! Following the return of the Guest-inspired platform Whopper by You earlier this year, Burger King is bringing back a fan-demanded, limited edition Whopper: the Maple Bourbon BBQ Whopper available in restaurants beginning Feb. 24 for a limited time," the chain shared.

Allowing fans to help design menu items aligns with a broader quick-service trend of user-generated menu innovation, a tactic other chains have used to boost engagement and sales.

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The Maple Bourbon BBQ Whopper features a quarter-pound flame-grilled beef patty, topped with maple bourbon BBQ sauce, crispy onions and jalapeños, smoked maple candied bacon, and American cheese, on a toasted sesame seed bun.

"The popular build that BK knows guests wanted back follows the Ultimate Steakhouse Whopper earlier this year, as well as last year’s BBQ Brisket Whopper and Crispy Onion Whopper, all part of the Whopper by You platform, which allowed guests to submit their dream Whopper builds, from spicy twists to cheese-loaded mashups and everything in between," Burger King added.

Burger King's turnaround is working

Restaurant Brands International RBI reported both a strong quarter and a strong year in its fourth-quarter earnings release. The results include the other brands RBI owns, which include Tim Horton's, Popeye's, and Firehouse Subs.

Analysts say these results indicate that Burger King’s Reclaim the Flame initiatives, including fan-driven menu innovations like Whopper-by-You, are driving measurable growth and helping the brand outperform the broader burger QSR industry.

• Consolidated system-wide sales grow 5.8% in the fourth quarter and 5.3% in 2025
• Consolidated comparable sales up 3.1%in Q4, led by 6.1% at INTL, 2.8%at TH Canada, and 2.6% at BK US
• Achieves 2025 targets for organic Adjusted Operating Income growth and net leverage

"Turning now to Burger King, which represents roughly 18% of our operating profit. U.S. comparable sales grew 1.6% for the full year, including 2.6% in the fourth quarter. We have now outperformed the burger QSR industry in 9 out of the last 12 quarters, demonstrating how Reclaim the Flame is strengthening the brand and its relative value proposition for guests," RBI CEO Joshua Kobza shared during the company's Q4 earnings call.

Burger King has turned a corner

Reclaim the Flame has had a positive impact on Burger King sales.

"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.

Ari Vivekanandarajah, a senior management professional with over two decades of experience driving strategic growth and operational excellence, wrote about Burger King’s turnaround on Hype Insight. 

“They’re not just back — they’re loud, bold, and kind of genius about it. The reason? A major brand revitalization strategy known as Reclaim the Flame. This isn’t just a marketing campaign with flashy ads. It’s a full-blown transformation — a commitment to remembering who they are, reconnecting with their audience, and leaning into culture instead of chasing it,” he wrote. 

The Whopper, Kobza noted, played a key role in the chain's turnaround.

"In a year when there was significant noise across the industry around value, this dependable platform allowed us to focus our marketing behind Whopper-led innovation and family partnerships that attracted new guests to the brand," he said during the earnings call.

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