Burger King is making a significant new funding in promoting as a part of a $400 million, two-year model overhaul within the U.S. that features advertising and marketing, menu and restaurant upgrades.

The plan, known as “Reclaim the Flame,” consists of $120 million in further advert spending within the subsequent two years, which equates to a 30% annual uptick to its present spend, a determine the quick meals chain introduced is “inclusive of promoting efficiencies we anticipate to realize by means of our ongoing partnership with our new media company.”

Burger King spent $227.2 million in measured media within the U.S. in 2021, down from $286.2 million the 12 months prior, in keeping with figures from Kantar. The chain’s measured spending got here in at $101.1 million within the first half of 2022, down from $116.4 million in the identical interval final 12 months.

The brand new funding comes about 4 months after Burger King hired Omnicom Group’s PHD as its media agency and OKRP as its creative agency of record. At present’s announcement, which summarizes plans shared this week at BK’s annual franchisee conference, outlines a lot of what the 2 companies will likely be charged with placing into market, because the quick feeder seeks to spur extra visitors to its 7,000-plus U.S. areas.

The purpose is to refresh and modernize the BK model, “including that means and relevance to historic model anchors like ‘Flame Grilling’ and ‘Have it Your Means,’ whereas additionally introducing new model parts to broaden its attraction for a youthful and extra various base of company,” in keeping with an organization assertion.