I recently read where Burger King Holdings, Inc. plans to develop new, smaller restaurants called the Whopper Bar that focuses on its number one selling sandwich, and will be located in airports, casinos and strip malls. New York restaurant consultant, Malcolm Knapp said, "In high-volume areas that demand speed, those would be productive ideas and it does reinforce their brand heritage of the Whopper. That's their biggest deal."
I often write about the importance of rediscovering your organization's brand values by undertaking a branding initiative. I guess that may be the case here with Burger King. Although, I am wondering if there is a healthier way to do so. I read where the Whopper Bars are considering something called the Texas Double Whopper which will include jalapeno peppers and bacon, as well as the Angry Whopper with onion rings and jalapenos. I know I do not eat as healthy as I would like when I am traveling through airports. Now it appears that it might be more difficult.
What do you think of Burger King's strategy? How does it compare to McDonald's strategy of adding lattes and cappuccinos to their brand?
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