- Burger King has released a total branding redesign, including a new logo.
- The logo indicates an embrace of a more classic look and emphasizes 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 total rebranding in more than 20 years on Wednesday, including a return to the classic logo and an emphasis on the whopper.
Insider saw 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 may not see it for a while as Burger King’s company plans a long-term integration in the coming years.
Read more: Burger King pulls a page from McDonald’s playbook, with Amazon-esque drive-thrus that can predict what to order
Burger King told Insider it has made a “massive investment” in its mobile app over the past year, with the design going to 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 digital due to the pandemic.
Restaurant Brands International, Burger King’s parent company, installs 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 order and double drive-thru lanes where possible.
This is what the Burger King of the future will look like.