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Leading design and innovation company Seymourpowell announced details of their redesign of Burger King's flame-grill for the US market.

Flame-grilling is synonymous with the Burger King brand. Operating in an extremely crowded marketplace, this product truth is a profoundly important point of difference with the brand’s wide array of competitors who simply fry their burgers.

Surprisingly, whilst this arguably superior process of flame-grilling exists at the heart of Burger King’s operational model, research showed that it was lost in translation. Guests were experiencing a disconnect between what they were being told and what they fundamentally believed: only one in three associated Burger King with flame-grilling. 

As the flame-grilling process was taking place behind the stainless-steel exterior walls of the existing Burger King broiler, both the grill and flames were hidden from view.

A need to showcase flame-grilling quickly became the leading motivation behind this ambitious project.

Striking the balance between functionality and design was a significant objective. From a technical perspective, the aim was to ensure that the proficiency of the broiler was not compromised. Years of developments meant that the existing broiler was at maximum efficiency, creating the perfect broiling environment with the necessary pace to flame-grill the patties to perfection.

The breakthrough came in the form of a dual-layered window, combining glass with an offset second layer of perforated steel, allowing the broiler to maintain its functionality, whilst crucially showcasing the flames themselves through the fine punctures in the metal. This solution created a barrier to simultaneously maintain heat and catch any residue, keeping the glass clear.

The newly re-designed piece of equipment is positioned front of house, enabling customers to witness the flame-grilling first-hand. The design of the window means it doesn’t steam up or get greasy; providing a clear view into this classic American barbeque style cooking.

Now centre stage, the broiler needed to aesthetically deliver. The team implemented carefully considered visual semantics and cues from home BBQing: resulting in a seamless marriage between the professionalism of a commercial kitchen and the domesticity of home BBQing.

At its core, this project is testament to the power of design; that a kitchen equipment can be so instrumental in effectively communicating and driving home a brand’s product truth.

Jenny Butler, Senior Client Director at Seymourpowell comments, “This was an exciting project for the team, as we were not only able to collaborate with a coveted food and beverage industry name, but we had the opportunity to re-invent the customer experience. Seymourpowell always strives to create innovation through design, and we feel this project personifies this message perfectly. Working with the Burger King team, we were able to produce an awesome piece of high-functioning industrial design, that brings to life the fact that the burgers really are flame-grilled.”