Burgers may be timeless, but even iconic chains hit rough patches — and 2025 is proving to be a make-or-break year for many of them. After years of shrinking footprints, bankruptcy scares, and slipping relevance, several well-known brands are charging back with bold plans. Some are revamping menus, while others are opening new stores in markets they once abandoned. A few are even doubling down on value at a time when customers are counting every dollar. These comeback attempts are ambitious, risky, and fascinating to watch. Let’s break down the burger joints clawing their way back into the spotlight.
Fuddruckers Fights for a Fresh Start
Fuddruckers has been around since the ’80s, but its best days have felt long gone — until recently. After a messy bankruptcy period and several ownership changes, the brand finally found stability under Black Titan Franchise Systems. CEO Nicholas Perkins has pushed aggressively to reopen old locations and reestablish the chain in former territories. That renewed energy has helped bring Fuddruckers back into conversations it hasn’t been part of in years. The resurgence is still unfolding, but early signs suggest this comeback is real.
Sonic’s “New Era” Reboots a Fading Icon
Sonic struggled through the late 2010s, facing declining sales and a tired menu that wasn’t keeping up with shifting customer tastes. But by 2024, the company mounted a full-scale reboot, starting with a playful nationwide ad campaign promoting a “new era” for the brand. In 2025, Sonic doubled down by rolling out revamped offerings and new $1 value items to win back budget-conscious customers. The chain has also been quietly reopening locations in regions it once abandoned. It’s not flashy, but this slow and steady comeback may be just what Sonic needs.
Fatburger Returns with Bold Global Expansion
Fatburger spent more than a decade on the ropes, dealing with bankruptcy, staffing shortages, and a general fade from the fast-food spotlight. But 2025 has been a surprisingly strong turnaround year thanks to FAT Brands’ aggressive franchising strategy. The company approved plans for 40 new Florida locations over the next decade — its largest expansion push in years. Even more impressive is its renewed global ambition, including a return to Japan with multiple restaurants planned in Okinawa. After years of hanging on by a thread, Fatburger finally looks hungry again.
Wendy’s Launches “Project Fresh” After Brutal Sales Slump
Wendy’s may be a household name, but it hasn’t been immune to the financial pressures hitting fast food. After closures of 140 restaurants in 2024 and falling sales projections in 2025, leadership realized the chain needed a major reset. The result was “Project Fresh,” a four-part strategy aimed at boosting value, sharpening operations, and rebuilding customer trust. Chairman Art Winkleblack made it clear that the company wasn’t satisfied with its recent trajectory and needed a serious course correction. Fans should expect a very different Wendy’s presence going forward.
Back Yard Burgers Crawls Out of Bankruptcy — Again
Back Yard Burgers nearly disappeared entirely after a second bankruptcy filing in 2023. Its footprint collapsed from 35 stores to just 20 in a matter of months, a stunning fall for a chain that once boasted 180 locations nationwide. The pandemic years hit it especially hard, leaving the brand weakened and understaffed. But despite the chaos, restructuring efforts have allowed the company to stabilize operations enough to attempt a cautious recovery. It’s not a flashy comeback, but it’s a notable one for a chain many assumed was already gone.
Steak ’n Shake Rebuilds After Drastic Changes
Steak ’n Shake’s history has been a roller coaster, swinging from near-collapse in 2008 to recovery, then back into decline throughout the late 2010s. By the time the pandemic hit, the chain was struggling again and needed a foundational overhaul. In 2025, it finally reaped the rewards of a long transformation that included closing 200 stores, removing table service, and speeding up its operations model. The result? A remarkable 10.7% jump in same-store sales by Q2 2025. Sometimes cutting back is the only way to grow again.
Burger King Reclaims Its Throne with Massive Investment
While Burger King never disappeared, it spent the early 2020s battling franchise bankruptcies, store closures, and mounting debt. The chain’s weak performance made it look vulnerable next to McDonald’s unstoppable momentum. But in 2025, Burger King pushed hard on its “Reclaim the Flame” strategy — a multiyear, $550 million investment from Restaurant Brands International. The brand is betting big on its Whopper by You platform, which lets customers help shape new versions of its signature burger. That spark of creativity is giving BK a much-needed jolt.
Smashburger Tries to Smash Its Way Back
Smashburger has been shrinking for years, losing over 100 locations since its sale to Jollibee in 2015. It also struggled to stand out against competitors like Shake Shack and Five Guys, even as smash-style burgers remained wildly popular. But 2025 marked a turning point with new CEO Jim Sullivan taking charge. His strategy centers on refreshing the menu and emphasizing customer value — highlighted by the “Summer of Smash” promo featuring $4.99 classics. Early results suggest customers are paying attention again.
Sonic’s Value Play Reconnects with Budget-Strapped Diners
As menu prices rose industrywide, Sonic saw its customer base thinning, particularly among families. To counter that shift, the chain rolled out new $1 offerings meant to restore its reputation as a budget-friendly option. Combined with its revamped marketing and new-store openings, Sonic is signaling that it’s serious about staying competitive. This approach leans into nostalgia while still acknowledging modern fast-food realities. The chain’s comeback may hinge on its ability to balance value with innovation.
Fatburger’s International Leap Shows Big Ambition
One of the most interesting moves in the burger space this year is Fatburger’s renewed global push. Its return to Japan wasn’t just a symbolic win — it marked the first step in FAT Brands’ larger plan to make Fatburger a serious international player again. Opening multiple Okinawa locations shows confidence the brand hasn’t expressed in years. This global focus supports Fatburger’s broader franchise-heavy strategy aimed at rapid expansion without massive corporate overhead. If the momentum holds, Fatburger might soon be one of fast food’s biggest comeback stories.
