Fast food giant says it’s closing its doors for good.
One of the most well-known fast-food chains in the world, Burger King, is undergoing a radical makeover and is currently reviewing its business practices.
The massive fast-food chain changed its logo in 2021, giving it a look more akin to that of the 1970s, 1980s, and 1990s, marking the first significant change in the previous 20 years.
“We explored a lot of different design territories, but kept coming back to the brand’s original iconic logo from 1969 and 1994 when Burger King looked at its best,” designer Lisa Smith said of the rebranding to Dezeen.
“We were inspired by how it has grown to have such an iconic place in culture,” she said, citing examples such as Gremlins, Stranger Things, and BK’s Warhol ad, as well as more current films like Back to the Future.
“The new logo honors the brand’s history with a sophisticated, self-assured, straightforward, and enjoyable design.”
According to CEO Joshua Kobza, Burger King would be eliminating between 300 and 400 underperforming locations in an effort to stay competitive.
Up until March of 2023, the company shuttered 124 locations, leaving 6,964 restaurants across the country.
Currently, Burger King is the third-biggest fast-food restaurant in the US, losing its second position to Wendy’s, while McDonald’s is on the top.
The question is whether Burger King would not let other chains get in front of them by closing locations. According to the company, the answer is yes.
“There will always be a minority [of franchisees] who aren’t dedicated, enthusiastic operators. We’ll work with them to leave the system and move on to do something else,” Chairman Patrick Doyle says.
“There simply is no room for franchisees who are not willing or able to work hard to operate restaurants that are better than the system average over the long term.”
Their goal is to close the least profitable stores and to focus on the company’s turnaround plan to boost sales and fight its competition.
In an attempt to answer to the challenge of securing its position in the fast-food industry, Burger King introduced the ambitious “Reclaim the Flame” re-branding campaign in 2022, amounting to $400 million in investments which include restaurant renovations, advertising, streamlined menu offerings, and more.
The company’s commitment to modernization is an intensive one and focuses on various technological enhancements, kitchen upgrades, and physical renovations, all for the sake of providing customers with the ultimate experience.
One thing is certain, the company is keeping track with its consumer preferences.
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