Burger King Asks Franchisees to Hold Prices as Beef Costs Climb

Burger King has retaken the No. 2 spot among U.S. burger chains, and Tom Curtis, president of the brand’s U.S. and Canadian operations, says the company is asking franchisees to hold menu prices steady as beef costs climb, according to Fox Business.

Curtis told Fox Business that Burger King is trying to offset higher costs by bringing more customers into restaurants rather than raising prices. Speaking on "Mornings with Maria," Curtis said the company asked operators to absorb the additional cost when it relaunched the Whopper rather than pass it on to customers.

"We'll ask our owners to hold tight because consumers need it right now," Curtis said.

Burger King posted 8.5% U.S. same-store sales growth in the second quarter and moved past Wendy's in domestic systemwide sales, trailing only McDonald's. Curtis credited the turnaround to the Reclaim the Flame plan launched in 2022, which directed hundreds of millions of dollars toward restaurant operations, food quality and company culture.

After what Curtis described as harsh customer feedback on the brand's chicken nuggets, the culinary team rebuilt the recipe for a crispier exterior and juicier interior. The reformulated nugget and a revamped lineup of dipping sauces will roll out nationwide Sept. 1.

The bigger question for franchisors is how long franchisees can absorb higher costs without hurting unit-level profitability. Burger King is betting that traffic gains will offset higher food costs. That puts more pressure on the company to show franchisees that the additional volume is worth what they are giving up on price. 

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