- Burger King released a total branding redesign, including a new logo.
- The logo signals an embrace of a more classic look, emphasizing the whopper.
- Burger King is investing in the app and drive-thru tech to compete with other fast-food competitors.
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Burger King announced its first total rebrand in over 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 roll out to the rest of the chain, although customers might not see it for a while as Burger King corporate plans a prolonged integration over the next few years.
Burger King told Insider that it made a “huge investment” in its mobile app over the past 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 come digitally because of the pandemic.
Restaurant Brands International, Burger King’s parent company, is installing high-tech drive-thrus at 10,000 Burger Kings and Tim Horton’s, and eventually Popeyes. The new drive thrus will have digital screens with predictive ordering and double drive-thru lanes where possible.
Here’s what the Burger King of the future will look like.