Breakthrough Design Leads List of Aggressive Brand Initiatives
Showcasing Value and Superior Guest Experience
MIAMI--(BUSINESS WIRE)--Burger King Corp. (NYSE:BKC) today strengthened the company’s broad-based commitment to global restaurant growth and the continued delivery of a quality food experience that rivals casual dining at the official grand reopening of its new 20/20 restaurant design at Schiphol Airport in Amsterdam. BKC Chairman and CEO John Chidsey announced a number of aggressive brand initiatives that will continue to propel the brand’s business forward. He was joined at the event by the company’s new President of Europe, Middle East and Africa (EMEA), Kevin Higgins.
“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,” Chidsey said. “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.”
Chidsey and his management team used the occasion to discuss progress on the development of 20/20 restaurants as well as a number of top tier global brand initiatives, such as its comprehensive value offerings, new premium menu items and its new innovative and complementary restaurant concept, the WHOPPER™ Bar. Each of these initiatives reinforces the company’s dedication to quality, value and superiority, and an overall emphasis on bringing guests an experience that contends with casual dining.
Redesign Brings 20/20 to Life at Schiphol Airport
The highest grossing BURGER KING® restaurant in the world, located in Amsterdam’s Schiphol Airport, is one of the most recent restaurants to undergo the 20/20 design transformation. Centered in a thriving international hub, this location generates more than $12.5 million in annual sales. The renovated restaurant epitomizes the new design with a contemporary industrial palette of metallic and black accents, complemented by finishes that resemble brick and concrete.
In its first month of operation, the redesigned BURGER KING® restaurant in Schiphol realized record sales, which is a testament to the business-driving power of the 20/20 design strategy. In addition to boosting sales, the break-through design gives guests a more valuable restaurant experience through décor elements that encourage intimate and engaging dining.
“There is strong momentum in our development initiatives worldwide, and it’s certainly an exciting time to become part of the BURGER KING® family,” Higgins said. “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.”
A Closer Look at BKC’s Growth and the 20/20 Design
Rolling out in all regions of the world, the 20/20 design concept builds on the strongest development year in the history of BKC. The company posted its strongest net restaurant growth in almost a decade with more than 90 percent of net new restaurants, or 338 locations, opened outside of the U.S. and Canada in Fiscal 2009. In addition, more restaurants were opened in the Asia Pacific region this year than in the last four years combined.
Data shows that BURGER KING® restaurant remodels drive traffic and sales with restaurants typically experiencing a double-digit sales lift of 12 to 15 percent post remodel.
To date, more than 60 BURGER KING® restaurants have adopted the 20/20 design in cities such as Miami, Mexico City, Edinburgh and Shanghai. More than 75 additional restaurants with the 20/20 design are scheduled to be completed by the end of 2010 in cities such as Vancouver, Rome, London and more.
The classic and contemporary restaurant design incorporates a variety of new, innovative elements set to a backdrop that evokes the industrial look of corrugated metal, brick, wood and concrete. Design options include a series of liquid crystal display (LCD) menu screens, graphics that reflect the famous brand promise, highly visible HOME OF THE WHOPPER® signage, a prominent red flame parapet dining area anchored by a flame chandelier, and an array of HAVE IT YOUR WAY® seating options – bar, banquette, booth, or table. Drawing inspiration from Burger King Corp.’s flame-broiling, the “grill-centric” design brings the signature cooking process to life with bold colors, textures, imagery and text.
In the kitchen, the revolutionary Duke Flexible Batch Broiler maximizes cooking flexibility and facilitates a broader menu selection while reducing operational and energy costs. Gas consumption and related costs are reduced by 52 percent with the new broiler compared to previous broilers, while the consumption and cost of electricity is reduced by 90 percent.
The exterior of free-standing 20/20 restaurants will welcome guests with elements similar to those found inside. The brand identity appears in new ways with unique placements of the BURGER KING® logo and messaging, such as HOME OF THE WHOPPER® signage adorning the main entryway. Merchandising is displayed on select windows and on wall billboards, and metal canopies and window grill accents echo the industrial 20/20 aesthetic. At the drive-thru, a covered order point creates a sheltered and branded experience with the convenience of digital order confirmation.
Value Meets Casual Dining Experience as BKC Raises the Bar on Guest Experience
Within the past year, the company has also opened three of its innovative WHOPPER™ Bar restaurants in cities around the globe with more strategically placed openings planned in the coming months. Further enhancing the BURGER KING® guest experience, the new concept features the ultimate HAVE IT YOUR WAY® experience with a highly customizable menu based on the iconic WHOPPER® sandwich.
In addition to restaurant innovation, BKC is propelling its brand into the future with global initiatives, such as new premium menu items, value-driven products and promotional campaigns. Highlighting superior taste at a great price, international markets, such as Germany, Spain and Dubai, recently featured successful “King Deals™,” while BURGER KING® restaurants in Mexico encouraged customers to “Come Como Rey®” – or “Eat Like a King” – with the everyday value menu. In the U.S., the corporation will launch a highly competitive value proposition with the nationwide promotion of its $1 ¼ pound Double Cheeseburger beginning Oct. 19. With the new Duke Flexible Batch Broiler in all U.S. BURGER KING® restaurants by January 2010, Burger King Corp. will expand its premium offerings with the extra thick Steakhouse XT™ burger, which features top quality ingredients and hits menus nationally in February.
ABOUT BURGER KING CORPORATION
The BURGER KING® system operates more than 11,900 restaurants in all 50 states and in 73 countries and U.S. territories worldwide. Approximately 90 percent of BURGER KING® restaurants are owned and operated by independent franchisees, many of them family-owned operations that have been in business for decades. In 2008, Fortune magazine ranked Burger King Corp. among America’s 1,000 largest corporations and Ad Week named it one of the top three industry-changing advertisers within the last three decades. To learn more about Burger King Corp., please visit the company’s Web site at www.bk.com.
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