The well-known fast-food restaurant Burger King is going through a comprehensive review of its business practices, which is a revolutionary step for the iconic brand. The new action follows the fast-food chain’s first significant makeover in more than 20 years, which it started in 2021 when it updated its logo to suggest a nostalgic feeling evocative of the 1970s, 1980s, and 1990s.
“We explored a lot of different design territories but kept coming back to the brand’s original iconic logo from 1969 and 1994 when Burger King looked at its best,” said designer Lisa Smith in reference to the rebranding. The brand’s history is honoured in the new logo, which has a sophisticated style that is characterised as assured, uncomplicated, and enjoyable.
According to CEO Joshua Kobza, Burger King has revealed plans to eliminate between 300 and 400 underperforming locations in an effort to remain competitive. By March 2023, the corporation has already closed 124 locations, leaving 6,964 eateries open nationwide. At the moment, Wendy’s is the second-largest fast-food restaurant in the US, with McDonald’s leading the pack, while Burger King is the third-largest.
Burger King reassures customers that it is committed to keeping a robust franchise system in response to worries that it is losing ground to rivals by closing outlets. “There will always be a minority [of franchisees] who aren’t dedicated, enthusiastic operators,” Chairman Patrick Doyle emphasised. We’ll collaborate with them to get them out of the system and onto something else.
