Burger King is gaining ground in the U.S. burger market as McDonald's recent momentum fades and value-conscious diners rethink where to eat. McDonald's posted 0.8% second-quarter U.S. same-restaurant sales growth, trailing Burger King's 8.5% increase, while Wendy's reported a 7% drop. McDonald's CEO Chris Kempczinski said the chain "simply didn't execute at the level we needed to," particularly on its under-$3 value menu. The shift reflects a K-shaped economy, where higher earners keep spending but lower-income consumers, a larger share of McDonald's base, cut back under pressure from inflation and higher gas prices. Burger King is spending $700 million through the end of 2028 on restaurant upgrades, technology and marketing, and said Whopper sales are up 20% since February. McDonald's remains the biggest player, with $139 billion in systemwide sales last year versus Burger King's $29 billion and Wendy's $14 billion, but rivals, sit-down chains and even convenience stores are competing more aggressively on price and convenience.