- Burger King has released a complete brand overhaul, including a new logo.
- The logo signals an embrace of a more classic look, emphasizing the whopper.
- Burger King is investing in drive-thru application and technology to compete with other fast food competitors.
- Visit the Business Insider homepage for more stories.
Burger King announced on Wednesday its first total rebranding in over 20 years, including a return to the classic logo and an emphasis on the whopper.
Insider saw the interior of the first restaurant in this new design through a virtual tour of Miami. The new look will eventually roll out to the rest of the chain, although customers may not see it for a while as the Burger King company plans extended integration over the next few years.
Read more: Burger King takes a page from the McDonald’s playbook, with the Amazon-esque drive-thrus that can predict what you want to order
Burger King told Insider it has 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 has spent 2020 improving the app and the drive-thru experience as more orders arrive digitally due to the pandemic.
Restaurant Brands International, the parent company of Burger King, is installing high-tech drive-thru service at 10,000 Burger Kings and Tim Horton’s, and eventually Popeyes. The new drive-in will have digital displays with predictive control and two-lane drive-thru when possible.
This is what the Burger King of the future will look like.