Burger King rebrands as ‘Borgir’ in Türkiye, records 76% growth in Q2

Global fast-food leader Burger King has rebranded as “Borgir” in Türkiye – a significant move aimed at aligning the brand with Turkish culture and local language.

This strategic change, revealed via social media, reflects the company’s efforts to enhance its connection with Turkish consumers and strengthen its market presence.

Embracing Turkish culture with ‘Borgir’

The rebranding to “Borgir” represents a deliberate adaptation to regional preferences. The new name resonates with Turkish pronunciation and is expected to be accompanied by Turkish names on the menu.

This initiative is designed to deepen Burger King’s engagement with Turkish consumers, particularly appealing to the younger demographic active on social media.

Social media buzz, market reactions for Burger King

The rebranding has sparked considerable discussion on social media, where users are debating whether the name change is part of a new marketing strategy or a response to potential boycotts.

This debate underscores the brand’s strategic attempt to address market sensitivities and enhance its local appeal.

Growth amid market sensitivities

Despite the buzz surrounding the rebranding, Burger King’s parent company, TAB Gida, has reported impressive growth.

In the second quarter of 2024, TAB Gida a prominent Turkish food and beverage company, experienced a 76% increase in system-wide revenue, reaching 10.8 billion lira.

The company’s expansion strategy includes opening new restaurants and refurbishing existing ones, with 61 new locations added recently.

TAB Gida is known for operating major international fast-food franchises in Türkiye, including Burger King, Arby’s and Sbarro.

The company’s Co-CEO, Ozgur Cetinkaya, highlighted a 7% increase in real equity and a 78% year-over-year growth in unadjusted revenue, demonstrating strong financial performance.

The company’s assets have also grown by 10%, reinforcing its financial stability.

The rebranding to “Borgir” is part of Burger King’s broader strategy to adapt to local markets and build stronger consumer relationships.

By embracing local culture and addressing market sensitivities, the brand aims to enhance its presence and drive future growth in Türkiye.