NATIONAL NEWS

See the new Burger King restaurant design

Oct 10, 2023, 12:55 PM | Updated: 4:41 pm

Burger King's new store design, Sizzle, features lots of Whopper branding.
Photo credit:	Burger Kin...

Burger King's new store design, Sizzle, features lots of Whopper branding. Photo credit: Burger King Company LLC.

(CNN) — Burger King has been working to revitalize its brand over the past few years, redesigning everything from its logo to its packaging. The next step: remodeling restaurants.

Customers entering Burger King locations will “start to see something different in 2024,” said Tom Curtis, president of Burger King US & Canada.

After working on it for over a year, the brand officially unveiled a new restaurant design called “Sizzle” during the company’s franchisee convention last week, Curtis said.

Currently, there are two Burger King restaurants open that have been remodeled with the Sizzle decor: One in New Jersey, and one in Las Vegas. Another will open later this month in North Carolina, according to the company. The plan is for more updated restaurants to start opening next year.

The new concepts feature digital ordering kiosks, plenty of Whopper branding, and streamlined drive-thru and pickup lanes. Moving forward, “we’re going to lean in where the most of our business comes in, which is the drive thru,” Curtis said.

Last year, Burger King announced a $400 million plan to improve the business, including $250 million toward remodeling and other restaurant investments.

The facelift is past due: Burger King has been behind its competitors in brand updating. It has revealed updated decor over the years, but renovations have been slow moving. The company last introduced a new concept, Garden Grill, several years ago. In 2020, it showcased new design features, including triple drive-thru lanes, and planned some prototypes. But three years later, restaurants still need a makeover. Sizzle is the latest redesign.

Now, it seems, Burger King is trying to push ahead.

For the past year or so franchisees, which operate the majority of Burger King locations, have been securing permits and finding contractors, Curtis said, laying the groundwork for remodels.

By the end of next year, about half of US restaurants should have the Sizzle or Garden Grill design, he said. A spokesperson for the brand said both Sizzle and Garden Grill locations will be in development next year, without sharing a breakdown or how many Garden Grill locations are currently open.

The new or remodeled restaurants will also finally bear the brand’s updated logo, which was unveiled in 2021 and can be seen on social media channels and in commercials, but rarely in real life.

“We have very few restaurants right now with the new logo up,” said Curtis. It’s a “question mark” on whether old locations will get the new logo, he added.

The news comes as Burger King is struggling to bring customers into its locations.

In the second quarter ending on June 30, sales at Burger King’s US restaurants open at least 13 months jumped 8.3% year over year. Globally, including in the US, sales at Burger King restaurants open at least a year grew 10.2%.

But much of the sales growth in the US was driven by people spending more when they actually bought food from a Burger King, not because more people were coming through the door.

“We are still not in positive territory,” when it comes to traffic, said Josh Kobza, CEO of Burger King parent company Restaurant Brands International, during an analyst call in August. “Growth in traffic … is one of the most significant near-term opportunities we see for the brand.” Kobza said at the time that the trend is improving.

“We’re making progress, and that progress is continuing,” Curtis added in an interview with CNN discussing Sizzle.

In addition to the location upgrades, the brand is also drilling down on its Whopper campaign, but with a slightly different focus.

So far, the brand’s marketing blitz has focused on the many ways to customize its signature burger. Next year, Burger King will continue to spotlight the Whopper, but this time focus on its flavor.

KSL 5 TV Live

National News

Over 600 works of art were put on display in the Central Institute for Restoration’s offices, fro...

Barbie Latza Nadeau, CNN

US returns $80 million-worth of stolen artifacts to Italy

Over 600 stolen artifacts were put on display in Italy, from life-size bronze statues to tiny Roman coins.

2 hours ago

Chad Daybell leaning over and whispering to his lawyer, John Prior during his murder trial...

Mary Culbertson

What’s next in the triple murder trial of Chad Daybell as it nears end

As the trial for Chad Daybell nears its end, many questions will be answered soon. The timeline of events to expect will include possibility of the death penalty, jury deliberation, and another trial phase.

3 hours ago

A painting by Italian master Caravaggio entitled 'Ecce Homo' is pictured at the Prado museum in Mad...

Jack Guy, CNN

Lost Caravaggio goes on display after almost being sold at auction for just $1,600

A lost Caravaggio painting that was almost mistakenly sold at auction for a bargain price has gone on display in Madrid, Spain.

4 hours ago

A Spirit Airlines flight returned to Montego Bay, Jamaica after a suspected mechanical issue on its...

Amanda Jackson, Dave Alsup and Elizabeth Wolfe, CNN

Spirit Airlines passengers told to prepare for possible water landing after mechanical issue

The cabin of a Spirit Airlines flight from Jamaica to Florida became a scene of panic and confusion Sunday when passengers were told to prepare for a possible water landing after the aircraft was turned around due to an apparent mechanical problem, a passenger told CNN.

5 hours ago

TEMPLE, TEXAS - MAY 23: Debris is strewn on the side of a road following a tornado on May 23, 2024 ...

John Seewer

23 are dead across the US after weekend tornadoes. Texas is getting battered again

Damaging winds and hail have pelted north Texas as much of the U.S. recovers from severe weather that killed at least 23 people during the Memorial Day holiday weekend.

5 hours ago

NEW YORK, NEW YORK - MAY 21: Former U.S. President Donald Trump speaks at the end of the day during...

Michael R. Sisak, Jennifer Peltz, Eric Tucker and Michelle L. Price

In Trump’s hush money trial, prosecutors and defense lawyers are poised to make final pitch to jury

Prosecutors and defense lawyers in Donald Trump’s New York hush money trial are set to deliver closing arguments.

8 hours ago

Sponsored Articles

Electrician repairing ceiling fan with lamps indoors...

Lighting Design

Stay cool this summer with ceiling fans

When used correctly, ceiling fans help circulate cool and warm air. They can also help you save on utilities.

Side view at diverse group of children sitting in row at school classroom and using laptops...

PC Laptops

5 Internet Safety Tips for Kids

Read these tips about internet safety for kids so that your children can use this tool for learning and discovery in positive ways.

Women hold card for scanning key card to access Photocopier Security system concept...

Les Olson

Why Printer Security Should Be Top of Mind for Your Business

Connected printers have vulnerable endpoints that are an easy target for cyber thieves. Protect your business with these tips.

Modern chandelier hanging from a white slanted ceiling with windows in the backgruond...

Lighting Design

Light Up Your Home With These Top Lighting Trends for 2024

Check out the latest lighting design trends for 2024 and tips on how you can incorporate them into your home.

Technician woman fixing hardware of desktop computer. Close up....

PC Laptops

Tips for Hassle-Free Computer Repairs

Experiencing a glitch in your computer can be frustrating, but with these tips you can have your computer repaired without the stress.

Close up of finger on keyboard button with number 11 logo...

PC Laptops

7 Reasons Why You Should Upgrade Your Laptop to Windows 11

Explore the benefits of upgrading to Windows 11 for a smoother, more secure, and feature-packed computing experience.

See the new Burger King restaurant design