{"id":4892,"date":"2009-03-18T00:36:49","date_gmt":"2009-03-18T00:36:49","guid":{"rendered":"http:\/\/www.corporate-eye.com\/?p=4892"},"modified":"2019-12-17T19:58:48","modified_gmt":"2019-12-17T18:58:48","slug":"burger-king-whopper-bar-aims-to-redefine-the-brand","status":"publish","type":"post","link":"https:\/\/www.corporate-eye.com\/main\/burger-king-whopper-bar-aims-to-redefine-the-brand\/","title":{"rendered":"Burger King Whopper Bar Aims to Redefine the Brand"},"content":{"rendered":"

\"burger-king-the-king\"When you think of Burger King<\/a>, do you think of cheap, greasy, fast food?\u00a0 Burger King hopes to change that perception with the new BK Whopper Bar where the tagline, “have it your way,” is being taken to a whole new level.<\/p>\n

The first of what will become a chain of BK Whopper Bars opened at Universal Studios in Orlando, Florida this month (check out the pictures from the Orlando Sentinel theme park blog here).\u00a0 According to the press release, the new bars are intended to take the “fast food” brand image out and replace it with a more gourmet appeal:<\/p>\n

“Elevating the HAVE IT YOUR WAY\u00ae brand promise to new heights, the WHOPPER\u2122 Bar restaurant embodies the power of personal choice by offering guests a customizable, premium and indulgent WHOPPER\u00ae-based menu.”<\/em><\/p><\/blockquote>\n

But wait, there is more to this brand re-definition than just dressing up the interior ambiance of a traditional\u00a0Burger King location.\u00a0 Here is more from the press release:<\/p>\n

“Sandwiches are built to order by an expert \u201cWHOPPER\u00ae-ista\u201d from the WHOPPER\u00ae Topper, a visible toppings theater that allows guests to choose from favorites like A.1.\u00ae Thick & Hearty steak sauce, smoked bacon, Angry onions and guacamole.<\/em><\/p>\n

“Capitalizing on America\u2019s favorite burger, the WHOPPER\u2122 Bar is a completely new, enhanced spin-off concept of the traditional restaurant with a crisp, modern, bar-like look and feel that utilizes the WHOPPER\u00ae sandwich\u2019s flame-broiling as inspiration. Crew uniforms will be transformed, emphasizing the red, black and gray color scheme of the bar setting, and boast a more contemporary cut that matches the look and feel of this bold new approach. Even the product packaging is all new. The sandwich will be served in an upgraded, carton-like box \u2013 a necessity when it comes to holding as many additional toppings as guests wish to add.”<\/em><\/p><\/blockquote>\n

But the new twist on the Burger King brand doesn’t stop with an attempt at creating a higher-end restaurant.\u00a0 There’s also merchandise!\u00a0 From the press release:<\/p>\n

WHOPPER\u00ae fans looking to take home a piece of the WHOPPER\u2122 Bar can also pay a visit to the highly-engaging BURGER KING Studio kiosk. There, guests can create customized t-shirts using original designs by young, cutting-edge artists who were inspired by the BURGER KING\u00ae brand and have them printed on-site.<\/em><\/p>\n

“Part art gallery, part creative laboratory, BURGER KING Studio first hit the underground scene in Chicago last fall. The outpost at Universal CityWalk\u00ae marks the next stage of the concept, which Burger King Corp. makes available via an interactive Web site, <\/em>www.burgerkingstudio.com<\/em><\/a>. Whether on-site or online, BURGER KING Studio encourages free-flowing creativity, ongoing dialogue with artists, and embodies the ultimate expression of the HAVE IT YOUR WAY\u00ae philosophy with an urban edge. The vision for BURGER KING Studio includes satellite and live installation events aimed at building local affinity for the streetwise gear and a robust line of wearables and lifestyle gear. The company plans to feature these designs in urban boutiques and niche stores. <\/em><\/p>\n

“For more information on the WHOPPER\u2122 Bar consumers can explore <\/em>www.bkwhopperbar.com<\/em><\/a>, and to learn more about BURGER KINGSM Studio, visit <\/em>www.burgerkingstudio.com<\/em><\/a>. “<\/em><\/p><\/blockquote>\n

So what do you think?\u00a0 Sounds like an attempt to copy McDonald’s<\/a> not so successful Bistro brand redefinition initiatives from a couple of years ago.\u00a0 While not a failure, that program certainly wasn’t as successful as McDonald’s had hoped.\u00a0 What makes Burger King’s attempt different?\u00a0 McDonald’s has also been launching locations that have more of a Starbucks-feel (not unlike Burger King’s new “Whopper-istas”) complete with tables for business meetings.\u00a0 So far, the only people I’ve seen at my local McDonald’s sitting at those tables and having a meeting have been McDonald’s employees.\u00a0<\/p>\n

Burger King plans to roll out BK Whopper Bars around the world (there is one coming to Munich, Germany soon).\u00a0 Do you think they’ll be a success?\u00a0 Can Burger King redefine its brand image through BK Whopper Bars and Burger King Studios?\u00a0 Or does it take a lot more than an exterior facelift to redefine a brand?\u00a0 I vote for the latter.<\/p>\n

Image: <\/em>Flickr<\/em><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

When you think of Burger King, do you think of cheap, greasy, fast food?\u00a0 Burger King hopes to change that perception with the new BK Whopper Bar where the tagline, “have it your way,” is being taken to a whole new level. The first of what will become a chain of BK Whopper Bars opened […]<\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_lmt_disableupdate":"","_lmt_disable":"","_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[95],"tags":[1363,103,104,105,1362,1365,1364],"class_list":{"0":"post-4892","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-brand","7":"tag-bk-whopper-bar","8":"tag-brand-image","9":"tag-brand-message","10":"tag-brand-promise","11":"tag-burger-king","12":"tag-burger-king-bar","13":"tag-rebranding","14":"entry"},"yoast_head":"\nBurger King Whopper Bar Aims to Redefine the Brand<\/title>\n<meta name=\"description\" content=\"Burger King tries to upgrade with the BK Whopper Bar. 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