Almost 70 years after its founding, Burger King said Thursday it is reinventing itself in 2021 with the chain’s first rebranding in more than 20 years. The redesign focuses on the âfood journeyâ and includes new worker uniforms, a new logo, store redesigns and new packaging.
The redesign is expected to roll out to all national and international stores over the next few years and will project the brand into the future with this more modern brand identity. This crowns a year of further redesigns, prototypes and drive-thru modernizations for the second-largest burger chain.
âDesign is one of the most essential tools we have to communicate who we are and what we value, and it plays a vital role in creating a desire for our food and optimizing the experience. customers, âsaid Raphael Abreu, Head of Design at Burger King’s. parent company Restaurant Brands International, in a statement. âWe wanted to use design to get people to crave our food; its flame perfection and above all its taste.
Burger King wants customers to know they can really do whatever they want, with its new branding and focus on cleaner ingredients, plant-based menu items, and easy-to-read signage. in the increasingly digital age.
In October, Burger King completed the removal of artificial flavors, colors and preservatives from its Whopper nationwide as part of a campaign to remove all additives from its dishes. At the time, the company said more than 85% of its menu was now free of artificial ingredients.
Miami-based Burger King is focusing on social media and digital elements in this new branding. That’s what inspired the clean lines, bold graphic shapes and simplistic uniform designs, the company said.
The logo has also been redesigned for the first time since 1999.
This clean design is meant to reflect the clean ingredients and bold flavors of the brand’s most famous menu dish – the hamburger.
New exterior and interior signage, rebranding, menu boards and uniforms will visually transform the brand, although it has been transforming digitally and technologically for some time.
Last month, the hamburger chain launched the integration to allow customers to order and pay through Google.
In October, Toronto-based RBI announced plans to modernize its brands, including bringing predictive menu boards, two-way drive-thru, outdoor digital menu boards and more to Burger King.
Burger King unveiled its prototype âRestaurant of Tomorrow,â slated for launch in Miami this year, featuring a âNext Levelâ kitchen on a separate floor with a conveyor belt, extended three-lane drive-thru, more signage. clean and a 100% touchless experience.
Burger King did not respond to questions from Nation’s Restaurant News about the cost the overhaul could cost franchisees.
Discover the rebranding of the interior here.
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