Burger King is changing for
the new century with a new look for its retaurants and
employee uniforms, new products including a half-pound Great
American burger, and even a new corporate logo.
|Burger King Corporation unveils its new restaurant design in Reno, Nev.|
Burger King Corp., a unit of Britain's Diageo PLC, and the
"Home of the Whopper," Wednesday announced a major renovation
of its 10,000 restaurants, including new bright color schemes
inside and out and platform flame broilers in kitchens that will
be more visible to diners.
The changes will enhance product quality and variety, Burger
King said, and will also include new uniforms and packaging and
"Virtual Fun Center" computer areas for children.
"We are at an all-time high in terms of market share, and
our traffic continues to grow," said Dennis Malamatinas, chief
executive officer of Burger King.
He said the company's share of the fast-food hamburger market
in America had increased from 17.2 percent in 1993 to 21.9
percent in 1998.
While the improvements unveiled at a Burger King franchisees'
meeting in Reno will have a dramatic impact for the brand, the
company acknowledged that systemwide changes will take a few
more months to refine and several years to implement.
Among the first major initiatives expected to roll out
systemwide are enhancements to make the drive-through lane
faster and less stressful for the consumer. The enhancements
include new preview and menu boards, along with order
confirmation units, improved sound systems and an "amount
New packaging components for drive-through will include
clear-view bags, which will allow employees and consumers to
"see" that the order is complete. More than 50 percent of all
Burger King transactions occur in the drive-through lanes.
"Our goal is to attain a consumer-driven, sustainable
competitive advantage at the drive-through, which will improve
restaurant sales and profits," said Paul Clayton, president,
Burger King Corp., North America.
Burger King will introduce a new flexible broiler that will
allow the company to expand its menu with products like a new
thick, half-pound burger, the Great American, which is currently
The flexible broiler will feature multiple "chains" that
allow a variety of products to be flame-broiled at the same
time, for different cooking times.
After more than three decades, the current Burger King "bun
halves" logo will be updated with more dynamic lettering
bursting out of the buns and everything set on an angle to
suggest motion and dimension.