Burger King To Get Makeover

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.

Comments

[Garry Smallwood Jr]

04:27 PM on 06/16/2011

I love BK..I camt tell how many times me and Hubby eat there...Love it!!!!!!!!!!!!

[Karl Wilder]

02:31 PM on 06/03/2011

I laughed when the writer referred to what they serve as food. Toxic waste is more like it.

[Comeplayinmyreality]

11:53 AM on 06/03/2011

Ugh! The King was the worst, he creeped me out.

[imcwevoh]

10:47 AM on 06/03/2011

I thought The King was hilarious, and they had some other clever marketing stuff (ever notice the "pairings" guide with the fountain drinks?). Their decor is definitely dated, but the worst is that most of the BKs in my area are just dirty.

[butchcliff]

06:47 AM on 06/02/2011

BK has always wanted to be McDs Everywhere theres a McDs theres a BQ Offers an alternative Direct competition always Now if they could clean their outlets and hire people that have at least a small level of intelligence maybe

[osofar]

06:17 AM on 06/02/2011

Mmmmm...anything Mango is greeeeaaaaatttttt!

[BlueZoo]

08:26 PM on 06/01/2011

Try cleaning the stores once in awhile and you just might get more customers! Your stores are filthy!

[Hardyman1966]

04:38 PM on 06/01/2011

Fast food chains have been watching too many cable TV makeover shows. It is what it is. Real food isn't ordered through a speaker. We all know this. Cr*p, even painted gold, is still cr*p.

[benji85]

09:46 PM on 06/01/2011

I love McDonald's bastardization of the word handcrafted when they talk about the Big Mac.

I am sorry but you can not call taking a patty out of a warming device placing it on a few buns, sloppily throwing lettuce and thousand island dressing handcrafted.

[Hardyman1966]

09:49 PM on 06/01/2011

In 'N' Out, yes. McDonald's, oh HELL no!

[Brent Leatherman]

12:06 PM on 06/01/2011

So what.

[andyc1110]

11:39 AM on 06/01/2011

If they stop microwaving their burgers, I'll start going there again. FLAME BROILED!...then stored until we need to microwave them. Yuck!

[castironfoodie]

11:07 AM on 06/01/2011

Maybe a risky maneuver. I think The King commercials are hysterical. Ruby Tuesday pulled off a successful upgrade over the past several years (I used to work there). But, how much can you class up fast food?

[colleenos]

10:17 AM on 06/01/2011

I expect BurgerKing over here (Ireland) is the same one as your own. Never eaten there meself. Anyhoo: recently the Queen of Enlgand came on a very important visit to this most republican city...and all stops were pulled out, with BurgerKing announcing a fab makeover in her honour (gasp). So, the great day came and behold! they's stuck those crappy paper crowns they give kids all along the huge windowledges. Fit for a queen indeedy.
Another wunnerful thing about BK was their advertised 'veggieburgers' of some years ago. Seems they were regular hamburgers, but with beans on top for all the lentil-munchers likely to flock in.

[Vladdycat]

09:37 AM on 06/01/2011

Lipstick on a pig, with all due respect to pigs.

[colonelsun68]

07:09 AM on 06/01/2011

Now if they could just do something about the lousy food.

[StarDagger]

06:22 AM on 06/01/2011

For a second I thought they were going to start serving FOOD in these places, not to fear though!!

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