Burger King is giving itself a visual upgrade with a new interior design that features self-service kiosks and more subtle brand detailing. These new-look interiors are being launched at Burger King’s flagship restaurant in Paris, which the is the 4,000th Burger King restaurant in Europe, the Middle East and Africa, and one of its largest in the world with up to 250 seats, three fully featured kitchens and 12 new self-service kiosks. It's also located in the beating heart of one of the world's most popular tourist destinations, which makes it an obvious choice.
The new-look interiors will not be mandatory, but will serve as an additional option to be rolled out to other Burger King restaurants worldwide. The new-look interiors follow redesigned Burger King packaging, which was created by visual identity and packaging design agency Turner Duckworth and launched earlier this year. These interior and branding redesigns are part of a wider Burger King overhaul project. The new packaging ties into the overall rebrand, which aims to position Burger King more uniformly on a global scale, according to a spokeswoman for the brand. She said: “For decades, Burger King restaurants have been recognised globally as a leading, iconic brand. With more than 14,000 restaurants in over 100 countries, we have been working to increase brand consistency globally.
Burger King is giving itself a visual upgrade with a new interior design that features self-service kiosks and more subtle brand detailing
Burger King have yet to divulge who worked on the interiors concept, but it has released photos which reveal a design bursting with new colours and textures including real wood, metal and exposed brick. There are also open ceilings featuring exposed venting and lights as well as exposed beams, and there are multiple seating areas including a lounge area, community tables and a special area where children can play with bespoke digital screens.
It would appear that Burger King are going for a more boutique look, and whilst that might seem at odds with the brand message, it will help the chain stand out from its closest competitor; McDonald's. It does, however, bear more than a passing resemblance to the recently redesigned KFC, which unveiled its own radical new interior design concept last year. Created by its own in-house team, the new KFC interiors featured a very similar vibe, with exposed ceilings and textured brick-effect walls as well as photographs and illustrations from commissioned artists that represent the ingredients in KFC’s food.
The new-look interiors follow redesigned Burger King packaging, which was created by Turner Duckworth and launched earlier this year
Burger King has also said there are more subtle cues to its branding throughout the interiors, such as embossed logos seared into solid wood tabletop surfaces and a heritage wall with photographs showing the history of the brand. A statement from Burger Kind said: “The contemporary restaurant has a warm and inviting environment that invokes a feeling of nostalgia around the Burger King brand heritage.”
