Makeover for the King

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Recently, the fast-food chain restaurant Burger King has decided to undergo a restaurant makeover with a new store design called “20/20″. This high priced renovation project was first unveiled at the Amsterdam Schiphol Airport location on October 7th, 2009. CEO John Chidsey had this to say about the recent changes; “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.” Burger King’s recent sales have fallen well below top competitors McDonald’s and Wendy’s; the store re-design is a “top-tier global brand initiative” to increase Burger King’s global reputation and boost sales.

How synonymous are the phrases, ‘fast-food restaurant’ and ‘intimate dining experience’? According to an AP Report, this remodeling project will come with a heavy bill, approximately $300,000 to $600,000 per restaurant. Some consumers are worried that this may not be the best use of money for the franchise. Is Burger King trying to become something that it’s not? How successful will this intimate dining experience be for the burger chain?

Burger King is well aware that their brand needs to make some changes in order to keep up with other fast-food chains in the market, but is this the right approach?

View the full article on Ad Age.

Contributed by: Carrie Friedrich