After over two decades, Burger King has undergone a major redesign of its brand, including its logo, food packaging, and restaurants. This move is aimed at reflecting the improvements made by the fast-food chain, such as eliminating preservatives from their menu items.
"We’ve been doing a lot in terms of food quality and experience," said Fernando Machado, global chief marketing officer of Restaurant Brands International, which owns Burger King. "We felt that putting a wrap around all that with an upgrade of our visual identity would help signal to our consumers that this is a brand that’s evolving."
A New Visual Identity
The rebranding effort includes a new logo featuring a rounded font that mirrors the shape of its burgers and other menu items. The bold colors in shades of brown, red, and green are a nod to Burger King’s flame grilling process and its use of fresh ingredients.
"We love him the way he is, and he will continue to be weird," Machado said about the company’s famously quirky plastic-faced mascot — The King — which won’t be going anywhere despite the rebranding.
Removing Artificial Colors and Preservatives
Burger King earlier this year announced that it would remove all artificial colors and preservatives from its signature Whopper burgers. This move is part of a trend in the fast-food industry to introduce healthier options that follow consumer tastes.
A Shift Towards Healthier Options
The company’s decision to eliminate preservatives and artificial colors reflects a growing trend towards healthier options in the fast-food industry. Many consumers are becoming increasingly health-conscious, and restaurants are responding by introducing menu items with fewer additives and preservatives.
Benefits of the Rebranding Effort
The rebranding effort is expected to have several benefits for Burger King, including:
- Enhanced brand recognition: The new visual identity will help the company stand out in a crowded market.
- Increased customer loyalty: The emphasis on using fresh ingredients and eliminating preservatives is likely to appeal to customers who value healthy eating.
- Improved sales: The rebranding effort may also lead to increased sales as customers become more aware of the company’s commitment to quality.
What’s Next for Burger King?
As Burger King continues to evolve, it will be interesting to see how the company builds on its new brand identity. With a focus on using fresh ingredients and eliminating preservatives, Burger King is poised to become a leader in the fast-food industry.
Conclusion
The rebranding effort by Burger King marks an exciting new chapter for the company. By introducing a new visual identity and emphasizing healthier options, Burger King is positioning itself as a leader in the fast-food industry. With its commitment to using fresh ingredients and eliminating preservatives, the company is likely to appeal to customers who value healthy eating.
References
- "Burger King Revamps Brand for First Time in Over 20 Years." The Canadian Press.
- "Burger King Removing Artificial Colors and Preservatives from Whopper Burgers." CNBC.
Learn More
If you’re interested in learning more about the rebranding effort by Burger King, check out the following resources:
- "Burger King’s New Logo and Brand Identity." Ad Age.
- "Burger King to Remove Artificial Colors and Preservatives from Menu Items." Food Business News.
