It sure appears that BK has been asleep at the wheel for a while now, especially after dropping their most recent ad firm. You're not going to get an Oreo/Poland Spring style response out of this.
I don't get what's happening to BK overall. Every McDonalds around me is either being torn down and rebuilt or fully remodeled with new facilities and new tech, while one BK in town has suddenly closed and the other has been decomposing from the inside out for the last 8 years.
BK has been bought and sold many times over the years. Most recently, it was sold to 3G Capital from a group of Bain Capital, TPG Captial, and Goldman Sachs Funds. [1]
Meanwhile, McDonald's spent over $1B to remodel their stores [2]
I have to admit some bias in my original post since I'm indirectly doing some engineering work for McD's at the moment.
What's admirable about the corporation is that they seem to be constantly planning upgrades to both the facilities and the equipment inside it.
I also work near a number of their test sites so I'm seeing things that are continually being changed and played with. The drive-thrus in my area have leader boards to show which store has the fastest service. They've gamified fast-food!
I don't get what's happening to BK overall. Every McDonalds around me is either being torn down and rebuilt or fully remodeled with new facilities and new tech, while one BK in town has suddenly closed and the other has been decomposing from the inside out for the last 8 years.