I live five minutes away from Burger King’s headquarters, and today I passed by a BK restaurant located next to their building.  This is one of the few restaurants that sports BK’s recently launched new look.  The new BK, more upscale and futuristic (and more sit down than drive through) clearly stands out from other fast food chains.

But with this redesign BK not only gains in style and image, but also scores big on branding.  Perhaps the most significant brand signal can be seen above the entrance: BK’s classic tagline “Home of the Whopper” has been dusted off and is now the centerpiece of the new design.  This is a big win, since the Whopper is BK’s biggest claim to fame (remember the Whopper Freakout spoof campaign?).  Also, to the side of each door, you can now see pictures of some of BK’s biggest hamburgers.

At a time when fast food joints seem to have lost focus by engaging in a futile “war on calories” and prefer to hype salads and fruit plates, Burger King gets it right by going back to its roots and repositioning itself as the destination for burgers in the fast food space.

Posted via email from Mario Sanchez Carrion | Posterous

Copyright Shoestring Branding – Burger King Gets Branding