Burger King Announces Resumption of Expansion in Germany

According to estimates by the industry portal Food Service, Burger King generated 1.3 billion euros in revenue in Germany last year, placing it in second position in the market. The market leader among burger chains is McDonald's with around 1,500 locations. Bork nevertheless sees growth opportunities and pointed to an international comparison: "In a country like Spain, there are 1,000 Burger King restaurants with 48 million inhabitants."

Growth Opportunities Compared to the Competition

Bork emphasized that Germany is one of the most important markets for Burger King worldwide. "All signs point to growth," he said. System gastronomy as a whole has also developed positively over decades, according to his remarks: "If you look at the last 20, 25 years, there was actually no year in which system gastronomy did not grow." In recent years, however, the company's own growth has been modest; instead, it has invested specifically in the existing restaurant network: "Growth in recent years was modest; instead, we invested specifically in our existing restaurant network."

New Offerings Beyond Burgers, Fries, and Cola

Alongside its location strategy, Burger King wants to expand its offering. Bork referred to the classic core of the business but observes changing demand: "Our core business is burgers, fries, cola. There are people who come because they want the classics, but there are more and more guests who ask, what's actually new?" The range of plant-based products has already been significantly expanded, Bork said: "Plant-based products are a very important topic, but it also extends into areas like breakfast, snacks, and beverages." According to company information, every fourth Long Chicken Burger sold is now ordered with a plant-based patty.

Burger King's German headquarters is located in Hanover. The chain's first German restaurant opened on July 15, 1976, in Berlin. With the announced resumption of its expansion course, the company is tying into the long-term growth story of system gastronomy while also aiming to broaden menu variety.

Industry observers view the announcement as a signal of a broader recovery in fast food in Germany. According to Food Service's assessment, revenue and visitor numbers at the major chains have stabilized, even though individual locations continue to struggle with higher energy and personnel costs. According to observers, the success of Burger King's expansion depends primarily on the willingness of existing and new franchisees to invest in locations.