Burger King Goes Upscale?

Burger King looks like it’s trying to do the Starbucks thing. The burger chain is remodeling all 12,000 of its restaurants with a look that “includes rotating red flame chandeliers, brilliant TV-screen menus and industrial-inspired corrugated metal and brick walls,” according to an Associated Press article.The company is trying to set itself apart from McDonald’s and compete with all of the regional chains offering a higher-quality product, the article says. One analyst isn’t convinced that the move will attract new customers, though, saying that perceptions about the Burger King brand are pretty well entrenched. Financially, Burger King hasn’t fared as well as McDonald’s lately. In its most recent quarter, Burger King posted a 2.4% same-store sales drop. McDonald’s saw a gain of 4.8%.Do you think a severe remodel can strengthen Burger King’s reputation, or will it always be known as number two in the burger world?