Background on Burger King’s Growth in Mexico
Burger King, a popular fast-food chain, continues to expand its presence in Mexico. The company plans to open between 13 and 20 new restaurants before the end of the year, utilizing its franchise model. This expansion is estimated to bring a total investment of up to 400 million pesos, depending on the store model.
Target Locations and Franchise Model
The primary focus of this expansion is in high-traffic areas, such as airports. Burger King has already opened locations at the Terminal 1 of Mexico City International Airport (AICM) and this year, they have extended their reach to Felipe Ángeles International Airport (AIFA) in the State of Mexico and Tulum airport in Quintana Roo.
Modernization Efforts
In addition to new openings, Burger King’s franchisees will remodel between 20 and 35 existing units out of the over 450 restaurants currently operating in Mexico. These modernization efforts will include the integration of automated ordering kiosks, digital screens, and updated kitchens and furniture. The goal is to enhance the customer experience and maintain competitiveness in the market.
Annual Growth and Target Regions
Burger King aims to open between 15 and 25 new restaurants annually in Mexico. So far, in 2025, four openings have already taken place. The company seeks to establish itself in regions with a population exceeding 120,000 where Burger King does not yet have a presence. They also plan to continue expanding in states like Nuevo León, Guanajuato, Querétaro, and the Federal District (Mexico City).
Competitive Landscape
Rodrigo Suárez, Director of Marketing for Burger King Mexico, highlighted the dynamic and competitive nature of the Quick Service Restaurant (QSR) segment, to which Burger King belongs. Competitors are not only present in the hamburgers category but also in chicken and pizza segments, which are experiencing significant growth.
Market Overview
According to Euromonitor, the Mexican food and beverage market comprises approximately 950,000 economic units with an estimated annual value of 850 billion pesos. Within this vast market, fast-food chain restaurants account for around 18% of the total market value, operating roughly 25,000 establishments across Mexico.
Importance of the Mexican Market
For Burger King on a global scale, Mexico remains a crucial growth driver in terms of restaurant openings and sales. As the 15th largest economy worldwide, Mexico offers Burger King ample opportunities to develop and strengthen its brand presence.
Key Questions and Answers
- What is Burger King’s expansion plan in Mexico? Burger King aims to open between 13 and 20 new restaurants before the end of the year, focusing on high-traffic areas like airports.
- How much will this expansion cost? The estimated investment for this expansion is up to 400 million pesos, depending on the store model.
- What modernization efforts are being undertaken? Burger King plans to integrate automated ordering kiosks, digital screens, and update kitchens and furniture in existing units.
- In which regions is Burger King targeting growth? The company seeks to establish itself in regions with a population exceeding 120,000 where they currently have no presence and continue expanding in states like Nuevo León, Guanajuato, Querétaro, and the Federal District.
- How competitive is the QSR segment in Mexico? The QSR segment, to which Burger King belongs, is highly dynamic and competitive with players not only in hamburgers but also in chicken and pizza categories experiencing significant growth.
- What is the significance of the Mexican market for Burger King? As the 15th largest economy globally, Mexico offers Burger King substantial opportunities for growth in restaurant openings and sales.
