Battle of the Burger Giants
Global burger giant; Burger King are about to kick-off the process of overhauling the design of their 12,000 stores worldwide. Partly driven in response to the McDonalds global McCafe evolution, Burger King are looking to stay relevant with the times and with the every changing consumer by refreshing the look of their ‘restaurants’. Beginning in North America, the re-modelling will take years before all of the Burger King locations are transformed. The first restaurants remodeled have reportedly seen sales climb about 12 to 15 percent, while restaurants that are torn down and completely rebuilt at the same location have seen sales climb by as much as 30 percent.
A Burger King in Houston featuring the company’s new store design (AP Photo/Pat Sullivan)
New Style Burger Barns
The new interiors will feature interior design classics like rotating red flame chandeliers, brilliant TV-screen menus and industrial-inspired corrugated metal and brick walls. Burger King Chairman and CEO John Chidsey described the change as: “I’d call it more contemporary, edgy, futuristic…It feels so much more like an upscale restaurant.” Whilst this approach may be an immediate hit with Burger King’s most loyal customers – young men – there remains a flame-grilled question mark over whether the fast food brand is setting in place a strategic future direction as McDonalds have successfully done with their McCafe format and McHealthy menu overhaul, or a reactive, short term band-aid.
If you’d like to have a conversation about the strategic positioning of your brand for future success, why not give us a call. We’d suggest it’s always worth investing the time and energy in conscious consideration before you head-off in an expensive direction.