Restaurant Brands International "Is Burger King US' Momentum Sustainable?" (Buy)

Research evidence excerpt

Restaurant Brands International "Is Burger King US' Momentum Sustainable?" (Buy)

Restaurant Brands International UBS Research

QSR survey results highlight improvements in Burger King's

key brand attributes and traffic drivers

In this report, we examine Burger King US' overall brand perceptions, positioning, key We utilized a UBS Evidence Lab

traffic drivers, and visit intent based on insights from UBS Evidence Lab's 2026 QSR survey of ~1.6K QSR customers to

survey to assess sustainability of the brand’s recent outsized momentum. Results help assess key Burger King brand

suggest key competitive advantages across value, menu, and loyalty strategies, with perceptions and drivers of visit

improvement in food / menu quality, service levels and new menu items. Likely as a result frequency in a challenged spending

of some of the key improvements, consumer respondents' intent to visit Burger King backdrop, as well as analyze visit

was elevated and up over the prior year survey. Survey takeaways, including the high net intent over the next 12 months.

visit intent, as well as strength and improvement in key brand perceptions, keep us

encouraged about the potential for continued momentum from execution of Reclaim

the Flame plans. We expect potential for US market share gains and solid sss trends

despite lower income consumer pressures and ongoing macro risks.

Survey results highlight good value (34% of respondents), more promotions (31%), and

better food (28%) as top factors driving increased visits, with support from new menu

items (27%), and faster service (27%), which align with Burger King's strategic focus.

Key brand attributes for Burger King include good value (25% of respondents), good

selection of low-priced choices (24%), fast service (22%), and a favorite QSR (22%).