More Burger King Locations Could Soon Look Like This

Burger King has been undertaking a brand revitalization effort in recent years, encompassing everything from logo redesign to packaging updates. The next phase in this transformation is remodelling its restaurant locations.

Tom Curtis, President of Burger King US & Canada, announced that customers can expect to see changes in Burger King locations starting in 2024. The brand unveiled its new restaurant design, dubbed “Sizzle,” during a recent franchisee convention after more than a year of development.

Currently, two Burger King restaurants with the Sizzle decor are open, one in New Jersey and one in Las Vegas. Another is set to open later this month in North Carolina, with plans for additional remodelled restaurants to start opening next year.

The “Sizzle” concept incorporates digital ordering kiosks, prominent Whopper branding, and streamlined drive-thru and pickup lanes. Burger King is planning to emphasize the drive-thru experience as it is the primary point of customer interaction.

In 2022, Burger King announced a $400 million investment plan aimed at improving various aspects of the business, with $250 million dedicated to restaurant remodelling and other investments.

Burger King has been playing catch-up in terms of brand updates compared to its competitors. Although it has introduced some decor updates over the years, full-scale renovations have been slow. The company previously introduced the “Garden Grill” concept, but Sizzle represents the latest redesign initiative.

Franchisees, who operate most Burger King locations, have spent the past year securing permits and contractors in preparation for the remodels. By the end of the following year, approximately half of US Burger King restaurants are expected to feature either the Sizzle or Garden Grill design.

The new or remodelled restaurants will also feature Burger King’s updated logo, unveiled in 2021, which has seen limited real-world implementation thus far.

This initiative comes as Burger King faces challenges in increasing customer traffic. While sales have been growing, much of the increase is due to customers spending more rather than higher foot traffic. Burger King aims to boost customer visits and improve traffic, highlighting the potential for growth in this area.

In addition to restaurant upgrades, the brand will continue its focus on the iconic Whopper burger. While previous marketing efforts emphasized customization, the upcoming campaigns will highlight the Whopper’s flavour.