Victory for Israeli brand: The 55 Burger King fast food restaurants across the country will soon be rebranded under the Israeli Burger Ranch chain, which will have a total of 107 fast food restaurants at the end of the change.
Orgad Holdings, the company that owns franchise rights to Burger King in Israel and is full owner of the Burger Ranch, announced the change on Sunday.
Brothers Eli and Yuval Orgad, owners of the company, said taste tests and various trials conducted over recent months have shown unequivocally that the "Burger Ranch Bull" is the preferred brand in Israel.
"We were very excited to learn that, for many Israelis, Burger Ranch is not just a hamburger, sauces and vegetables, but is also large bites of nostalgia. And for this, credit goes to the chain's founders, who nurtured this brand with so much talent over so many years," the Orgad brother said in a statement.
As part of their future plans for the merged chain, the Orgad brothers are examining the launching of a concept restaurant which would offer premium Burger Ranch products.
The company is also examining the possibility of expanding the chain's activity to a number of European countries.
Burger Ranch CEO Moshe Gabay said in a statement: "We will complete the conversion of the Burger King restaurants to Burger Ranch restaurants by the end of this August. The first restaurant to be converted is the Burger King restaurant on Allenby Street in Tel Aviv.
"During the conversion process, the restaurants will be renovated and rebranded at the cost of NIS 6 million (roughly $1.5 million). The restaurants will also be equipped with advanced plasma screens and play areas for the children."