Burger King, a famous fast-food chain worldwide, is changing how it operates as it starts a big journey. In 2021, the company made its first big change in 20 years by updating its logo to resemble the ones used in the 1970s, 80s, and 90s. Talking about the redesign, designer Lisa Smith said, “We looked at many different designs, but kept coming back to the original iconic logo from 1969 and 1994, when Burger King looked its best.” She added, “We were inspired by how it became so famous in culture – from movies like Back to the Future and Gremlins, to more recent things like Stranger Things and Burger King’s Warhol campaign.”
“The updated logo respects the brand’s history with a fresh design that’s bold, uncomplicated, and enjoyable.” Burger King plans to shut down around 300 to 400 poorly performing restaurants to stay competitive with its rivals, according to CEO Joshua Kobza.
Until March 2023, the company closed 124 stores, reducing the total number of restaurants across the country to 6,964.
Currently, Burger King is the third biggest fast-food place in the US, behind Wendy’s and McDonald’s, which is number one. The question is if Burger King will let other chains pass them by closing stores. According to the company, the answer is yes. “We want dedicated and excited owners running our restaurants. For those who aren’t, we’ll help them leave and find something else,” says Chairman Patrick Doyle.
“We can’t keep franchisees who aren’t ready to put in the effort to run restaurants better than the average in the long run.”
They want to close stores that don’t make much money and focus on making more sales to compete better.
To stay strong in the fast-food world, Burger King started a big plan called “Reclaim the Flame” in 2022. They’re spending $400 million to fix up restaurants, advertise more, make the menu simpler, and do other stuff. They’re also working hard to make things better, like using better technology and fixing up kitchens and restaurants, all to make customers happier.
One thing’s for sure: Burger King is listening to what people want.