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Burger King To Get Makeover

First Posted: 05/31/11 01:30 PM ET Updated: 07/31/11 06:12 AM ET

First, McDonald's wanted to look like Starbucks. Now, Burger King wants to look like McDonald's. The chain is upgrading and changing both interior of the restaurant and the menu itself.

What's out:

  • The steady stream of $1 value menu promotions

  • Earth-tone decor

  • Marketing to a young, male consumer

  • Mansard roof

  • The King, who is on an "extended vacation"

  • Whopper Virgins and Subservient Chicken commercials

  • Ad agency Crispin Porter

What's in:

  • Asian chicken salad

  • Mango smoothies

  • Red and black interior color scheme

  • Offering something for everyone, especially females

  • "Home of the Whopper" in big letters on the exterior

  • Canopies over drive-through

  • Varied seatings with movable tables, booths with privacy banners

  • Commercials showcasing the food

What's staying the same:

  • The Whopper

In the next 18 months, Burger King hopes to remodel 1,000 of its 7,272 U.S. outposts. For the quarter ending March 31, Burger King reported a loss of $6.8 million, so perhaps this renovation is coming just in time.


Filed by Carey Polis  |  Report Corrections