The king is dead.
We're probably waaay in the minority here, but we always liked Burger King's advertising campaign with the freaky mascot. Well, he is no more, but that is just the beginning of changes at the fast-food giant.
Like larger competitor McDonald's, it looks as thought Burger King is trying to grow up. And a detailed Miami Herald article on the endeavor makes it sound like the move will get widely compared to trying to be more like Starbucks, as is McDonald's serious revamp.
First of all, it looks like you're going to be able to get a mango smoothie at Burger King in the near future. Kind of crazy, huh? They're also going to ditch a lot of dollar-menu items.
Most interesting to real estate professionals, though, will be the new-store design, which is shown in the Herald link above. It costs $275,000 and adds a heightened corner to the building that gets better street views.
We are skeptical of all of this though. Isn't what drives consumers to Burger King in the first place the perception that it's cheap, especially in the economy? Or do you think a spruced-up look will draw more people to the chain?
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