Special orders will still be welcomed, and we're pretty sure those lovely paper crowns will stay as well. But at Burger King, one of the nation's largest fast food chains, change is in the air.
Following a decade-long trend to make fast food seem like something other than what it is, BK
announced today that the home of the Whopper is being remodeled to convey a more modern, sophisticated, sit-down-and-linger-with-your-Macbook kind of feel. The new look will feature chrome and brick interiors, red-flame chandeliers and video-screen menus to replace the franchise's conventional drive-thru motif.
The move is consistent with the fast food industry's drift towards a "fast fresh" profile, headed by chains like Chipotle, Baja Fresh and Fuddruckers, among many others. It's also not that surprising in the context of BK's recent public relations hijinks, which include launching a
beef-scented cologne, those bizarre Magical Burger King commercials and a brow-raising
stunt that promised free food for deleting your Facebook friends. Clearly they're going for something hipper. Still, it's kind of hard to imagine Burger King turning into Starbucks.
What do you think? Can Burger King make the transition from fast food joint to something slightly classier?
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Comments (12)
Well, we'd just have to look at McDonald's McCafe right? I live in South Philly, and the people going to the McDonald's near me won't change. The new style of the McDonalds looked classy and nice so that it had a modern coffe shop feel, but that didn't change what kind of people went there, so it just looked out of place. But, I mean, I once went in and saw three men in business suits sitting down eating a meal but other than that, it was a bunch of senior citizens and the local delinquents. It would work out fine on a college campus or something, but other than that, I don't know how great it would be to have a classy Burger King.
When I was in 7th Grade, taking classes afterschool at the University, I used to hang around in the Burger King there next to the bus stop, studying and munching on Burger Buddies (what they were called back then -- the Sliders they're selling today) and Onion Rings. Back then, as a kid, I used to enjoy that -- I think if I were still in school, I could enjoy the campus BK becoming like this.
NOW though? Probably not. I don't really go there anyway, except for when I have some bizarre craving for Cheesy Tots or something, and a remodel wouldn't make me return, personally. People follow the menu generally, and unless BK changes their menu SIGNIFICANTLY (to the point where I wouldn't recognize it as BK anymore, probably), I'm thinking not.
The remodeling sounds nice. The cologne, not so much.
Interesting, things change so hopefully for the better.
I think they can. I think Burger King took a step in this direction a few decades ago with their "Have It Your Way" slogan. What was described in this entry sounds like an extension on that.
When I think of fast food, the first restaurants I think of are Bk and McDonalds. I don't know. Maybe they can do it. Lot's of restaurants are trying the relaxed appeal now, like Hardee's has started to lean a little more in the direction of a diner.
Idc, I frikken LOVE BK.
I've never been a BK fan but I think it's possible to move from fast food to a classier direction. I just don't know where to begin with the execution.
the permeating smell of bk fries and other deep fried foods means it won't measure up despite remodeling
BK has tried alot of things to stand out. it still doesnt seem to have the upper hand. this could help. i mean, i wouldnt mind if it looked nicer, less trashy. not sure if i would "hang out" at a place where i eat burgers and fries though.
It probably could, but not the way it's trying to do it. Whoever is in charge of these strange ideas needs to be fired. :p
I'm sure they could do some classy remodeling. Ever been to a McDonald's in London, England? I stepped in the door and felt lost...it was the most classy fast food place I'd ever been in.