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A New Look for 10,000 Burger King Restaurants
Reuters
RENO, Nev. — 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.


AP
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 owed" display.

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 being test-marketed.

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.

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