Burger King has faced multiple challenges in recent years, including a slowdown in consumer spending, rising operational and food costs, intensifying competition, and even a series of Chapter 11 bankruptcy filings by franchisees that resulted in restaurant closures across the U.S.

To get its business back on track, Burger King has been working to reignite momentum by rolling out several initiatives. The chain has remodeled restaurants, expanded its use of technology, launched limited-time menu innovations, and focused on providing value, all aimed at driving traffic and boosting sales.

Now, the fast-food giant is offering customers a deal they can’t refuse.

Burger King releases the SpongeBob Movie Menu

On December 2, Burger King released the SpongeBob Movie Menu in partnership with Nickelodeon’s SpongeBob SquarePants to celebrate the franchise’s newest film, “The SpongeBob Movie: Search for SquarePants,” while appealing to fans across multiple generations.

Burger King SpongeBob Movie Menu items

  • SpongeBob’s Krabby Whopper
  • Mr. Krabs’ Cheesy Bacon Tots
  • Patrick’s Star-berry Shortcake Pie
  • Pirate’s Frozen Pineapple Float

SpongeBob Meal Bundles

  • Bikini Bottom Bundle: All four new menu items packaged in a pineapple-shaped Under the Sea Box
  • King Jr. Meal: A special-edition kids’ meal in a pineapple-shaped Under the Sea Box, including one of six collectible SpongeBob toys and a limited-edition crown

To promote the launch, Burger King rolled out a large-scale marketing campaign that included influencer partnerships on social media, immersive pop-up experiences in Miami, and exclusive meal offers for loyalty members through its mobile app.

Burger King launches a BOGO SpongeBob Krabby Whopper deal.

Burger King

Burger King launches exclusive SpongeBob deal for loyalty members

To coincide with the movie’s release, Burger King is restocking all its U.S. locations and rewarding its most loyal customers with a major promotion. On December 19, Royal Perks members can enjoy a buy-one-get-one free (BOGO) Krabby Whopper deal, available all day through the Burger King app.

This offer will be available for one day only, while supplies last. With some locations already having experienced shortages of the SpongeBob Movie Menu due to strong demand, customers who order early will have the best chance of securing the deal before items sell out.

The Burger King app enables customers to place orders ahead of time, allowing them to skip the line and reduce the risk of arriving only to find that items are unavailable.

Burger King’s growth strategy shows results

These promotional efforts align with Burger King’s broader turnaround strategy. Since 2022, Restaurant Brands International’s (QSR) Burger King has been executing its multi-year “Reclaim the Flame” plan, designed to accelerate sales growth and improve franchisee profitability.

The company has committed up to $700 million through 2028 toward advertising and digital investments. It is also remodeling and relocating restaurants, upgrading kitchen equipment, implementing new technology, and making building enhancements, having already funded $160 million out of a planned $550 million investment.

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In January 2024, Burger King strengthened its footprint by acquiring all of Carrols Restaurant Group’s outstanding shares in a $1 billion all-cash deal. Carrols was the chain’s largest U.S. franchisee, operating 1,022 restaurants across multiple states.

Earlier this year, Burger King also extended operating hours at more than 1,200 locations nationwide, allowing it to better compete with rivals such as McDonald’s and White Castle, which have also expanded their late-night hours to stay open until midnight or later.

These efforts are starting to show results. Burger King reported a 3.2% increase in comparable U.S. sales during the third quarter of fiscal 2025, putting the company on track to deliver at least 8% organic Adjusted Operating Income growth in 2025.

The fast-food industry faces ongoing challenges

Despite Burger King’s progress, the broader fast-food industry continues to face headwinds. Once considered an accessible and affordable dining option, fast-food has become harder for many Americans to fit into their already tight budgets.

Prices for food at home increased 2.6%, while prices for food away from home rose 3.7% in the 12 months ended September 2025, according to recent U.S. Bureau of Labor Statistics data.

These price hikes have led to a 1% decline in food service traffic in the quarter ending June 2025, as consumers cut back on dining out, according to Circana. However, value-menu traffic rose 1%, marking the first positive growth in the last three years.

“Consumers are saying, ‘We’re struggling, or we’re beginning to struggle or we’re thinking more carefully about what we spend,'” said Harvard Business School Consultant and Lecturer on Restaurants Michael S. Kaufman, as reported by Investopedia.

To remain competitive, many chains, including Burger King, are leaning into value-driven promotions and strategic pricing. Still, industry experts caution that affordability alone isn’t enough to sustain the momentum.

“It’s important for restaurants to remember that value is rarely defined only by price,” said Circana Senior VP and Industry Advisor for Food and Foodservice David Portalatin in a statement. “Operational excellence in providing quality, affordability, great experiences, and convenience is what leads winning restaurants and their supply chain partners to greater success.”

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