Burger King plots revamp
6 June, 2011
Burger King is to overhaul its image and menu, according to a report in the Miami Herald. The revamp will see the chain rethink its food along healthier lines.
New options include a chicken and apple salad, mango smoothies and yoghurt parfait, though its trademark burgers will remain. Décor will also be overhauled, from earth tones to a modern red-and-black scheme. “Changes are slowly showing up at select locations, although the dramatic chain-wide makeover will take time,” says the Miami Herald.
The changes are aimed at arresting a slide in Burger King’s sales and profits over the last few years, and follow the acquisition of the company by 3G Capital. Chief executive Bernardo Hees said: “The power of this brand is amazing. What we have to do is build on that strength. Our approach is very pragmatic and straightforward. The turnaround is not going to happen overnight.”
Burger King is now testing more than a dozen new products. Jonathan Muhtar, vice president of global innovation, said: “As we develop new products we’re focusing on best in class and quality. In the past there were compromises made with our food for ease of operation and to take costs out of the product. Food quality and taste has to come first.”
Some of the changes will be familiar to those who have followed McDonald’s turnaround in the last few years, and some analysts have warned against a ‘me too’ approach. But customers and Burger King franchisees seem to be on board. Dan Fitzpatrick, a franchisee who has helped to advise on the new menu, said: “The new owners and management team have set a tone that everything is up for grabs in terms of the way we do business. They’ve brought a breath of fresh air.”
For the full story, see Burger King goes for new look.