Burger King is making an aggressive play for dominance in Japan, offering up to 40 million yen (roughly $250,000) in cash to franchise owners willing to abandon rival brands and convert their restaurants into Burger King locations.
According to Japan Today, the proposal targets operators from competing chains like McDonald's and Mos Burger, provided they have been in business for at least three years and can submit financial records for that period.
In addition to the cash incentive, Burger King says it will cover half of the upfront investment required for conversion—lowering the barrier for franchisees considering a switch. The offer is currently open through September 30, with conversions allowed through 2028.
The move comes as Burger King accelerates its post-pandemic expansion in Japan. The chain has grown from just 77 locations in 2019 to more than 350 today, with a goal of reaching 600 stores nationwide by 2028.
That growth strategy gained further momentum after Goldman Sachs acquired the Japanese business for 78.5 billion yen earlier this year.
To entice potential partners, Burger King is highlighting its performance metrics. The company says its average Japanese location generates about 17 million yen in monthly sales, adding that “by utilizing this plan, you can expect to recoup your investment even sooner.”
Beyond franchise conversions, Burger King has also experimented with crowd-sourced expansion strategies. In periodic campaigns, the company invites the public to suggest potential store locations, offering a discount coupon for submissions and up to 300,000 yen if a recommended site is ultimately leased. It’s a rare example of a global fast-food brand blending grassroots input with corporate growth strategy.
The broader fast-food landscape in Asia is also heating up. Philippines-based chain Jollibee recently reported record earnings and rapid global expansion, with CEO Ernesto Tanmantiong noting the company opened more than 1,100 stores in 2025 alone.
