Brand in the news: Burger King
Burger King's Whopper used to be the undisputed king of fast food. Grilled to order, with prime beef and classy toppings, it knew no rival.
Over the years, our tastes have become more sophisticated. We now shop
at farmers' markets and question the provenance of our meat.
Recently, McDonald's has put its house in order with improved menus and
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earth. I've almost recovered from the cognitive dissonance.
Burger King needs to regain the high ground, and its Whopper Bar's open
kitchens and wide range of toppings hits the spot. With more theatre,
more food values and more opportunity to customise your burger, it is
the perfect experiential fulfilment of the brand promise to 'have it
your way.'
When the first Whopper Bar opened in Orlando, food-bloggers, a community
more used to tearing apart fast-food companies, seemed able to find only
two areas of complaint: that it's a 'bar' that doesn't serve alcohol,
and the Whopper is not bar-shaped.
This bodes well for the UK launch. It's a quality takeaway burger,
served just the way you like it. I'm only surprised BK didn't do it
sooner.
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