STRATEGIC PARTNERS
December 5, 2010
A few months after announcing it was testing a Dessert Bar in London, Burger King’s new concept has officially opened in the city.
The standalone unit is located in the Westfield Shopping Centre and is operated by franchise partner KFG Group. It is the second Dessert Bar launched by the company, with the first opening in Benidorm, Spain.
According to Marketing Week, the company's objective is to broaden the appeal of the brand outside of its quick-service restaurants.
It’s not the first time Burger King has made a leap outside of the QSR segment. Its Whopper Bar, with a customizable and premium Whopper-based menu, is now open in a handful of cities around the world.
The Dessert Bar features a menu filled with indulgences such as BK Fusions ice cream, mini pancakes, brownies, cakes, cookies and muffins.
From the story:
Sarah Power, Burger King UK marketing director, says the initiative is the “next stage of the company’s expanding restaurant portfolio” and aims to appeal to existing fans of the brand as well as attract a new audience.
