A couple of days ago I read in the USA Today plans by Burger King franchises to dramatically change the interior design of their restaurants. According to the story written by Ashley M. Heher of The Associated Press, Burger King is gearing up to try and compete with "fast-casual" organizations like Chipotle, Panera Bread and Starbucks. Three brands that I have featured on this blog in the past, and ones that I think understand how to build a sustainable brand based on mission, core values and stakeholder engagement.
Burger King has always been a bit of a wild-card brand for me. Just about the time that I think I have them figured them change the game. Perhaps that is at the core of their brand. After all they are the brand that gave us the Subservient Chicken and that wacko king mascot scary type dude. So, on the one hand it is easy to dismiss this latest move as another attempt to reinvent the Burger King brand, or we can applaud them for their on-brand behavior. Maybe this is their way of recruiting and retaining brand champions who love constant change.
What do you think? Does the new interior design plan enhance or dilute the Burger King brand? Can they compete with Chipotle, Panera Bread and Starbucks, or are they better served competing with McDonald's and Wendy's?
To me the Burger King brand has struggled between two different personalities, one being the whacky off the wall advertising/media personality, and the other being the boring, dirty, unexciting restaurants. The new restaurant experience is a step in the right direction, but I wonder if it will be enough of a change.
Posted by: Chris Wilson | October 10, 2009 at 09:26 AM
Chris, you make important points. Thanks for sharing your view.
Posted by: Rex Whisman | October 10, 2009 at 11:24 AM