MIAMI Burger King Corp. Wednesday provided insight into its future branding strategy with the grand re-opening of its crown jewel, an outlet at Schiphol Airport in Amsterdam that historically has posted the chain’s highest sales and now sports its new “20/20” restaurant design.
The airport unit, which with $12.5 million in annual sales is Burger King’s highest-grossing store, is one of more than 60 renovated restaurants worldwide to wear the 20/20 design.
The new design features a contemporary industrial palette of metallic and black accents and finishes that resemble brick and concrete. Design options include a series of liquid crystal display, or LCD, menu screens; a flame chandelier; and a variety of seating options, such as bars, banquettes, booths or tables. Those renovated restaurants with drive-thrus now have a covered order-board area to shelter patrons from the elements.
“This new restaurant design exemplifies our vision for the brand’s future and reinforces our goal of delivering superior products and positive guest experiences,” said John Chidsey, BK’s chairman and chief executive.
More than 60 Burger King restaurants in cities such as Miami, Mexico City, Edinburgh and Shanghai have already adopted the 20/20 design. More than 75 additional restaurants in cities such as Vancouver, Rome and London are expected to boast the new design by the end of 2010, officials said.
Miami-based Burger King has ramped up development outside the United States, opening 338 net new restaurants outside the United States last year.
Revenue for the fourth quarter ended June 30 fell 2 percent to $629.9 million. Same-store sales fell 2.4 percent globally and 4.5 percent at locations in the United States and Canada. That was the first negative same-store sales result in the United States since 2004. Despite the sales slip, BK posted a 16.4-percent increase in net income. Burger King’s fourth-quarter profit totaled $58.9 million, or 43 cents per share, compared with a profit of $50.6 million, or 37 cents per share, in the same quarter a year earlier.
Burger King has more than 11,900 restaurants in 74 nations.
Contact Ron Ruggless at [email protected]
