Fast food chain Burger King has revealed its strategy to open 30 new locations annually in the UK as part of an aggressive expansion plan. With a current count of 574 restaurants in the UK, the company intends to kick off this expansion starting next year, focusing on managing its own outlets rather than relying on franchisees.
Despite facing what it described as a challenging economic environment, Burger King reported strong sales performance. The company highlighted signs of continued improvement in its operations this year, attributing it to a slowdown in inflation. However, it acknowledged the impact of financial pressures on consumers and rising costs due to last year’s Budget measures on the UK hospitality industry.
Alasdair Murdoch, Burger King UK’s CEO, commented on the situation, noting that while food and utility costs have stabilized, the sector is still grappling with subdued consumer sentiment and escalating labor expenses following notable hikes in the national minimum wage and national living wage.
In a move to innovate its offerings, Burger King recently collaborated with celebrity chef Gordon Ramsay to introduce an £11 wagyu burger. The company reported robust trading in 2025, surpassing $1 billion (£748 million) in system-wide sales in the UK. Additionally, Burger King secured a franchise extension agreement to operate in the Republic of Ireland for the first time, opening up new avenues for growth.
Financially, the company disclosed its 2024 results, showcasing a 7% revenue increase to £408.3 million. Underlying profits also saw a 12% rise to £26 million, attributed to disciplined cost management practices.
Mr. Murdoch expressed satisfaction with the company’s performance in 2024, emphasizing revenue growth, positive like-for-like sales, and enhanced underlying EBITDA amid challenging economic conditions and cost pressures.