Burger King Has 20/20 Vision for Store Redesigns

Burger King is getting a makeover. At the grand opening of its redesigned restaurant at the Schiphol Airport in Amsterdam, the fast feeder announced plans to continue rolling out the sleek, futuristic new store designs, dubbed “20/20.”

The company plans to revamp all of its nearly 12,000 locations with the new look, including LCD menu screens, corrugated metal and brick walls, as well as an exterior that emphasizes the “Home of the Whopper” tagline, according to the Associated Press.

“As we continue to grow and strengthen the brand worldwide, this new restaurant design exemplifies our vision for the brand’s future and reinforces our goal of delivering superior products and positive guest experiences,” BKC chairman and CEO John Chidsey said in a statement. “Burger King has long been a destination for flame-broiled burgers, and the 20/20 design takes this distinction a step further by creating an exceptional and memorable dining environment that builds on our signature assets.”

More than 60 restaurants have undergone the 20/20 redesign so far, in cities including Miami, Mexico City, Edinburgh and Shanghai. Additionally, more than 75 additional 20/20 restaurants are expected to be completed by the end of 2010 in London, Vancouver and Rome, among other cities. According to Burger King, the restaurant remodels have led to sales increases of 12 to 15 percent.

The design will also feature images and texts meant to emphasize the flame broiling the company does on its burgers, with a rotating flame chandelier in the dining area. On the backend, the 20/20 locations incorporate the Duke Flexible Batch Broiler, which according to Burger King has reduced gas consumption by 52 percent and electricity by 90 percent. The company aims to replace its broilers at all locations with the Duke Flexible model by January 2010.

“There is strong momentum in our development initiatives worldwide, and it’s certainly an exciting time to become part of the Burger King family,” Kevin Higgins, Burger King’s new president of Europe, Middle East and Africa, said in a statement. “Shining a spotlight on our core brand equities through our 20/20 design provides us with endless opportunities to enhance our guests’ experience, help drive sales and propel the brand forward.”

Publish date: October 7, 2009 https://dev.adweek.com/brand-marketing/burger-king-has-2020-vision-store-redesigns-106501/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT