- Burger King launched a new brand design, including a new logo.
- The logo signals the adoption of a more classic look, emphasizing the whopper.
- Burger King is investing in the app and drive-thru technology to compete with other fast food competitors.
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Burger King announced its first full-brand makeover in more than 20 years on Wednesday, including a return to the classic logo and an emphasis on the whopper.
Insider saw inside the first restaurant in this new design through a virtual tour in Miami. The new look will eventually spread to the rest of the chain, although customers may not see it for a while, as Burger King plans to extend its integration over the next few years.
Read more: Burger King is taking a page from the McDonald’s manual, with Amazon-style drive-thrus that can predict what you want to order
Burger King told Insider that it made a “huge investment” in its mobile app last year, where the design will be visible first. Like McDonald’s, Chipotle and other fast-food chains, Burger King spent 2020 improving the app and drive-thru experience as more orders arrive digitally because of the pandemic.
Restaurant Brands International, Burger King’s parent company, is installing high-tech drive-thrus on 10,000 Burger Kings and Tim Horton’s and, eventually, Popeyes. The new drive thrus will have digital screens with predictive ordering and dual tracks for drive-thru whenever possible.
See what the Burger King of the future will look like.