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Updated design debuts at chain’s busiest site
Burger King Corp. has taken the wraps off its new “20/20” restaurant design at its renovated unit at Schiphol Airport in Amsterdam. That locale, whose $12.5 million in annual sales makes it the highest-grossing Burger King in the world, was given a makeover that includes a contemporary industrial palette of metallic and black accents, complemented by finishes that resemble brick and concrete.
“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,” Burger King chairman and ceo John Chidsey said. “We have 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.”
Design options within the 20/20 package 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’s flame-broiling, the “grill-centric” design brings its signature cooking process to life with bold colors, textures, imagery and text.
So far, more than 60 Burger King restaurants have adopted the 20/20 design in cities such as Miami, Mexico City, Edinburgh and Shanghai, and more than 75 additional restaurants are slated to get it by the end of 2010 in Vancouver, Rome, London and elsewhere. The company said restaurants receiving the new look have typically experienced sales lifts of 12 to 15 percent.