New logo after 22 years: New year – new concept: Burger King starts with a new logo in 2021 and does without flavor enhancers & Co. | message
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Short-time working in fast-service restaurant chains extended
Like most companies, the fast food giant Burger King suffered a decline in sales due to the corona pandemic last year. As a result, the company was forced to close some of the fast food restaurants. At the end of November, for example, the German Press Agency announced, referring to an agreement between the companies organized in the Federal Association of System Gastronomy and the Food and Drink Restaurant Union: Short-time working in fast-food chains will be extended until the end of 2021. In addition to Burger King, chains such as Nordsee, Vapiano and McDonalds are also part of the association.
Burger King with a new concept
In order to survive the crisis, Burger King announced in September 2020 that it wanted to make some changes. Part of the plan is a new take-away concept and the expansion of the drive-through area. Accordingly, there will be two to three parallel car lanes in the future and the restaurant itself will be moved to the first floor so that cars can drive underneath. In addition, orders should be placed via the app and the previously prepared bags with the ordered food should be placed on an outside wall for the customers. To this end, the options in the app are to be expanded in 2021 and additional order terminals are to be available. But the new Burger King concept should encompass even more, because according to the press release, from February 2021 “our food will be without additives, preservatives and flavor enhancers as well as without artificial flavors”.
New year – new logo
But there were other changes on the agenda for the fast food chain. For the first time since 1999, the brand’s logo has been changed. The new brand logo shows the red lettering “Burger King” now embedded in a straight line between two burger buns and is to be adapted in the following months in branches, on packaging, the uniforms of employees and on the stands. The new design is strongly reminiscent of a logo that was used from 1969 to 1999 and is much simpler and more straightforward than the one previously used. In a press release from the group it says: “The new branding impresses with a simple design language with bold, bold colors. The aim: The authentic dining experience and the fresh ingredients at Burger King are to be placed even more in the foreground of the company’s own brand identity.” The logo takes up the “strong tradition of the brand”.
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