Reshaping the home of
To define the future “Home of the Whopper,” Brand Bureau looked through the lens of hospitality and fine dining to distinguish the brand from the sea of homogeneous, quick service restaurant environments.
The fast food industry is often personified by artificial ingredients and stale, function-driven experiences. For Burger King, with over 15,000 stores in 100 different countries, creating high-impact and scalable solutions posed unique challenges. How could the guest experience be elevated through emotion while maintaining the brand’s iconic elements and imagery?
We started by thinking bigger and looking beyond simply form, function and material alone. Instead, we built a foundation off of Burger King’s story, “American Leisure in the 1950’s.”
Our inspiration took shape through the structural forms of backyards and the classic American grilling experience.
By juxtaposing these spaces with some of the best practices of fine dining, we created a warmer and more inviting environment, harkening back to the days when diners were encouraged to sit, stay, and enjoy their meal, and ultimately tapping into their emotional connection with the brand. Design highlights include movable furniture that offers guests the flexibility to optimize their occasions, including high bar tops and stools for quick dining.
Also reconsidered were seat and table materials that steered away from the ‘plastic’ feel associated with the typical fast food experience. Strategically placed lighting played a real functional need — giving employees a bird’s eye view of the entire space, while softened lighting and hanging pendants maintained the guests’ feeling of intimacy. Whimsical, nostalgic imagery was incorporated to play off the brand’s roots in classic Americana and leisure.
Making the “Home of the Whopper” feel more like home.