Burger King is rolling out one of its most aggressive franchise expansion plays in Asia, offering up to ¥40 million (approximately US$250,000) in cash incentives to lure franchise operators away from rival brands.
The limited-period “franchise switching” programme targets operators of competing chains such as McDonald’s and Mos Burger, encouraging them to convert existing outlets into Burger King locations.
Under the plan, franchisees must have at least three years of operating history and submit financial statements for the past three years, along with appointing a general manager for the converted outlet.
Burger King is also offering to cover up to 50% of the initial conversion investment, lowering the barrier for operators to switch brands. The company is backing the pitch with performance data, stating that its outlets in Japan generated average monthly sales of around ¥17 million, positioning the switch as a faster route to investment recovery.
The campaign follows the acquisition of Burger King Japan by Goldman Sachs earlier this year and comes amid rapid expansion ambitions. The chain has grown from fewer than 100 stores to over 350 in recent years and is targeting 600 locations by 2028.
