Burger King Corp. continues to grow the number of stores undergoing its 20/20 design transformation with the recent grand reopening of the Schiphol Airport store in Amsterdam, The Netherlands. The new store design is an example of the company's broad-based commitment to global restaurant growth and the continued delivery of a quality food experience that attempts to rival casual dining.
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| Burger King Corp. chairman and CEO John Chidsey, left, and Europe, Middle East and Africa president Kevin Higgins, right, at the recently redesigned Burger King restaurant in Amsterdam's Schiphol Airport. |
At the grand reopening, BKC chairman and CEO John Chidsey and his management team used the occasion to discuss progress on the development of 20/20 restaurants as well as a number of top-tier global brand initiatives, such as its comprehensive value offerings, new premium menu items and its new innovative and complementary restaurant concept, the Whopper Bar.
He was joined at the event by the company's new president of Europe, Middle East and Africa, Kevin Higgins.
"As we continue to grow and strengthen the brand worldwide, this new restaurant design exemplifies our vision for the brand's future and reinforces our goal of delivering superior products and positive guest experiences," Chidsey said in a news release. "Burger King has long been a destination for flame-broiled burgers, and the 20/20 design takes this distinction a step further by creating an exceptional and memorable dining environment that builds on our signature assets."
Burger King plans to add the redesign elements to 12,000 locations, with renovations costing franchisees between $300,000 and $600,000 apiece, according to a story on the blog Gizmodo.
Redesign drives sales, engagement
The new 20/20 design store is the highest grossing Burger King restaurant in the world. Centered in a thriving international hub, the location generates more than $12.5 million in annual sales.
In its first month of operation, the redesigned Burger King restaurant in Schiphol realized record sales, which is a testament to the business-driving power of the 20/20 design strategy. Data shows that Burger King restaurant remodels drive traffic and sales with restaurants typically experiencing a double-digit sales lift of 12 to 15 percent post remodel.
Rolling out in all regions of the world, the 20/20 design concept builds on the strongest development year in the history of BKC. The company posted its strongest net restaurant growth in almost a decade with more than 90 percent of net new restaurants, or 338 locations, opened outside of the United States and Canada in fiscal 2009. In addition, more restaurants were opened in the Asia Pacific region this year than in the last four years combined.
To date, more than 60 Burger King restaurants have adopted the 20/20 design in cities such as Houston, Miami, Mexico City, Edinburgh and Shanghai. More than 75 additional restaurants with the 20/20 design are scheduled to be completed by the end of 2010 in cities such as Vancouver, Rome and London. (Click here to see a slideshow of the Houston store.)
"There is strong momentum in our development initiatives worldwide, and it's certainly an exciting time to become part of the Burger King family," Higgins said. "Shining a spotlight on our core brand equities through our 20/20 design provides us with endless opportunities to enhance our guests' experience, help drive sales and propel the brand forward."
The new design gives guests a more valuable restaurant experience through décor elements that encourage intimate and engaging dining. Design options include:
- A series of liquid crystal display (LCD) menu screens
- Graphics that reflect the famous brand promise
- Highly visible Home of the Whopper signage
- A prominent red flame parapet dining area anchored by a flame chandelier
- Seating options of bar, banquette, booth or table
The exterior of freestanding 20/20 restaurants will welcome guests with elements similar to those found inside. The brand identity appears in new ways with unique placements of the Burger King logo and messaging, such as Home of the Whopper signage adorning the main entryway.
Merchandising is displayed on select windows and on wall billboards, and metal canopies and window grill accents echo the industrial 20/20 aesthetic. At the drive-thru, a covered order point creates a sheltered and branded experience with the convenience of digital order confirmation.
More innovations
Within the past year, the company has also opened three of its innovative Whopper Bar restaurants in cities around the globe with more strategically placed openings planned in the coming months. The new concept features a highly customizable menu based on the iconic Whopper sandwich.
In the United States, the corporation will launch a highly competitive value proposition with the nationwide promotion of its $1 quarter-pound Double Cheeseburger beginning Oct. 19. With the new Duke Flexible Batch Broiler in all U.S. Burger King restaurants by January 2010, BKC will expand its premium offerings with the extra thick Steakhouse XT burger, which features top quality ingredients and hits menus nationally in February.
