Article
Burger King debuts first U.S. company store with 20/20 design
The 20/20 restaurant design features a contemporary theme balanced by various elements evoking an industrial look.
April 1, 2010
*Click hereto view a slideshow of images of the new store design.
The $1 Whoppers, balloons and thank-you notes given to guests at a Burger King restaurant in Zanesville, Ohio, recently were not just about the Customer Appreciation Day being celebrated. The pomp also noted Burger King's vision for the coming makeover of the system.
The Zanesville scrape and rebuild marks the first company restaurant in the United States with the brand's new 20/20 design. For a system with hundreds of tired stores with outdated interiors, the reimaging effort is plenty to celebrate.
The 20/20 restaurant design efforts are comprehensive both externally and internally, with a contemporary theme balanced by various elements evoking an industrial look. Inside, details include corrugated metal, exposed brick, hardwood-like floors, modern hanging lamps, a large flat-screen television and earthy colors, such as deep red and beige.
In-store, menus have been switched to liquid crystal display (LCD) screens, and Burger King's iconic logos and slogans, including "Have It Your Way," are visible throughout via banners, graphics and signage. Additionally, a rotating flame-shaped chandelier provides the dining room's focal point.
Hector Munoz, senior director, retail image and engagement, Burger King Corp., said the "grill-centric" design draws inspiration from Burger King's signature flame-broiling, cooking process and brings it "to life through bold colors, textures, imagery and text."
Seating options abound in the new model, as well, and include bar seating with a television view, bar seating with a window view, booths, and two- and four-person tables with chairs.
Exterior design elements are consistent with the interior theme, including brick cladding, manicured landscaping and a covered drive-thru order point that creates a branded experience with the convenience of digital order screens.
Redesign efforts have already been made in new restaurants globally, including in Houston, Miami, Mexico City, Amsterdam and Singapore. Moving forward, Burger King Corp. expects to make significant strides regarding the implementation of the 20/20 design in Burger King restaurants worldwide.
By the end of June 2010, more than 200 restaurants around the world will feature the 20/20 design, including in London, Vancouver and Rome.
Franchisees also have the option to re-imagine their restaurants with the "ROC" (Return on Capital) design, an effort that entails a smaller footprint, reduced utility costs and increased labor efficiencies than traditional facilities. Examples include the incorporation of Energy Star certified refrigerators and a more efficient broiler system, one required in all U.S. stores.
Design key to growth strategy
Munoz notes the significance of the 20/20 design to the company's U.S. – and international – growth strategy.
"As we continue to invest in the brand in the long term, Burger King Corp. is dedicated to worldwide growth and re-imaging," he said. Data shows that all Burger King restaurant remodels drive traffic and sales with restaurants typically experiencing a double-digit sales lift of an average 10 to 15 percent post-remodel."
The Zanesville Burger King is a perfect example of this initial success. Opened in January, it realized record sales in its first month of operation.
"This is a testament to the business-driving power of the 20/20 design strategy," Munoz said. "Positive sales growth, in combination with the positive consumer feedback we are receiving on 20/20 restaurants globally, speaks to how the redesign will help propel the brand forward."
With warm and welcoming elements, the redesigned models create a more casual dining experience, a goal Burger King is striving for, in addition to continued low price points and an overall positive guest experience.
"With the remodels, we are marrying the demand for speed and convenience with consumers' desire for a more upscale, distinctive and memorable dining experience," Munoz said.
It is perhaps too soon to confirm whether the marriage will shift Burger King's current business model – the restaurant generates almost two-thirds of its business via drive-thru sales. Still, "the ultimate goal is to deliver an all-around experience that rivals casual dining with a focus on progressive improvements in operations and offering menu items that boast superior quality and taste without compromising affordability," Munoz said.
Premium atmosphere, premium menu focus
Satisfying dining experiences don't mean much without the food, and Burger King's redesign trickles all the way down to its menu. BKC recently announced the nationwide launch of its new broiler, which will amplify its signature flame-fresh taste. The broiler has been in development for five years and allows for an expanded menu, including the Steakhouse XT premium burger line, the first of many new premium items to come.
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With the new equipment's technology, Burger King is able to flame-grill thicker patties with the same signature flavor, and also to explore new menu possibilities. Currently, Burger King is testing products such as fire-grilled ribs, stuffed burgers, breakfast items and flame-kissed desserts. Menu items that do not require broiling – such as BK Chicken Fries and Onion Rings – will not be cooked on the new equipment.
Virtually all restaurants in the U.S. and Canada have the new broiler.
All company restaurants feature the Duke Flexible Batch Broiler, and franchisees also have the option of installing the Nieco Automatic Broiler.
Broiler installation in international restaurants is currently in progress and is expected to be completed throughout the next 12 to 24 months.
"The innovative new broiler revolutionizes the way our restaurants deliver high quality menu items to guests at a time when they are looking for a more premium dining experience," Munoz said. "This new ‘secret weapon' allows Burger King Corp. endless possibilities for menu innovation."
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