The rumour had been lingering around for a while, but has now been officially announced: American hamburger chain Burger King is coming to Belgium, replacing the current locations of Quick.
Quick to become Burger King
Late last year, Burger King’s French franchise holders acquired Quick, which increased expectations that the American brand would be launched in Belgium.
Nevertheless, Burger King’s expansion only sped up now that Groupe Bertrand sold its Belgian and Luxembourg Quick restaurants to QSR, a deal that should be finalized within the next two months. Just like in France, the Quick restaurants will be turned into Burger King restaurants. “We envision a very gradual transformation from Quick to Burger King, in close collaboration with the franchisees and taking into account the identity and culture of both countries”, QSR CEO Daniel Grossmann said.
Belgium currently has 92 Quick restaurants: 11 are still managed by the chain itself, just like the 9 restaurants in Luxembourg.
