Burger King to Reduce Menu Items & Speed up Drive-Thru Lanes

Burger King to Reduce Menu Items & Speed up Drive-Thru Lanes

Burger King launched a turnaround plan that includes the elimination of certain menu items as it strives to shorten drive-thru times. Jose Cil, CEO of Restaurant Brands International (NYSE: QSR), parent company to Burger King as well as Popeyes and Tim Hortons, revealed that the chain’s drive-thru service pace had “declined significantly.”

“We’re working on eliminating SKUs that – we’re simplifying processes that have become a bit too complicated in terms of sandwich builds, and doing a better job in terms of the menu design to make it easier for the customer, at the drive-thru, in particular, to make quicker decisions,” he said.

Nevertheless, Burger King is among many restaurants experiencing drive-thru delays. According to a study by customer experience measurement company, SeeLevelHX, wait times have increased by over 25 seconds in 2021.

Cil has yet to disclose which menu items could be cut, though he did say that the goal is to simplify operations. Apart from slashing its menu, Burger King has also decided to steer clear of paper coupons as a means of favoring its loyalty program and mobile app. 

“Given the volume increases in drive-thru, it’s a really easy win in terms of driving additional volume in our business,” Cil said. “We got too slow, and we need to address that.”

Restaurant Brands International shares have fallen 8% throughout the year and have a current market value of USD26 Million.

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