Burger King

Opportunity

Looking to reignite the soul of the brand, Burger King wanted to leverage the Whopper and have their tagline, “Have it your way” better resonate with customers. The beloved burger chain was looking to ‘Reclaim the Flame’ with a new, distinct restaurant design that captured the sizzle and craveability of their flame-grilled Whopper.

The Change

The new prototype – Sizzle – celebrates the iconic burger in every aspect of the design – from the lighting and texture that harken to the flame-grilled process, to the signature booth designed to mimic the sesame seed bun. Everything was designed to build appetite appeal and create a customer experience only Burger King could deliver.

Allowing guests to truly “Have it their way” meant a new customer journey that allowed them to order, dine, drive thru, or drive-up quickly and conveniently. It also meant positioning the kitchen in a way that allowed employees to better serve the customer. The Sizzle concept was designed to be adapted for new locations and existing ones, helping bring a more seamless experience across the country.

Impact

Burger King unveiled the new protoype in Fall of 2023 as their new go-forward model. Due to its success, the company recently announced plans to invest in updating 1,100 U.S. restaurants to the new Sizzle layout by 2028.