Fuku just appointed Claudia Lezcano to its top post, a quick-service marketing veteran who has big expansion plans in mind.
As part of the move, the industry veteran will make a $30 million investment in Restaurant Brands International, operator of Burger King, Tim Hortons, Popeyes, and Firehouse Subs.
Nearly all of the chain's 500 franchisees are expressing interest, hoping to enhance their respective footprints.
The updated brand messaging caters toward a younger, diverse audience with an 'emotional articulation.'
The multi-layered strategy touches on modernized branding, simplified operations, premium menus, advertising, and building refreshes/remodels.