This popular fast-food restaurant isn’t totally shutting down every location, despite rumors that it was shuttering for good. Instead, it’s closing thousands while undergoing a  major overhaul and modernization with the rest.

Home of the Whopper plans to change its experience a bit in such a competitive market.

According to Reuters, the rumor of a total shutdown was never a possibility. With these future plans, closures are inevitable.

Burger King has been closing various locations permanently for years here and there, and now the bigger plan is getting underway.

Here’s what’s happening according to the Smart News app.

Burger King is planning to phase out at least 400 more restaurants around the country. The closures will focus on franchises that just can’t consistently meet performance standards. Then, it’s all about rejuvenating the promising franchises and reinforcing those locations and the brand with upgrades.

It’s being called “Reclaim the Flame,” and it’s an ambitious, innovative $400 million rebranding campaign that will include everything from advertising to refining the menu to updating the fast food locations.

According to Smart News, it’s all underway now, and plans are to finish with some 3,000 Burger King restaurants by 2026.

These updates include technological enhancements, kitchen improvements, and physical renovations designed to elevate the customer experience. Innovations such as three-lane drive-thru’s and advanced delivery systems not only address modern consumer preferences but also position Burger King as a competitive player in the fast-food industry.

 

According to Smart News, McDonald’s, Wendy’s, Five Guys, and Shake Shack are the main competitors. As things progress, the company says it’s already seeing profitability in these very early stages.