Burger King revamp aims at higher-priced kin

[isilzha]

Burger King revamp aims at higher-priced kin

Flame chandeliers? Burger King goes for sit-down style with restaurant overhaul

• By Ashley M. Heher, Associated Press Writer
• On 7:04 pm EDT, Tuesday October 6, 2009

CHICAGO (AP) -- Burger King Corp. plans to swap its generic fast-food feel and bland tiles and tabletops for a vibe that's more sit-down than drive-through.


As part of a plan to be revealed Wednesday in Amsterdam, the company will announce a massive effort to overhaul its 12,000 locations worldwide. The sleek interior will include rotating red flame chandeliers, brilliant TV-screen menus and industrial-inspired corrugated metal and brick walls.

"I'd call it more contemporary, edgy, futuristic," Chairman and CEO John Chidsey told The Associated Press. "It feels so much more like an upscale restaurant."

But that comes with an upscale price: The new look is expected to cost franchisees, who operate 90 percent of Burger King's locations, between $300,000 to $600,000 per restaurant.

The company said the new design, called "20/20" at the Miami-based chain, is already in place at about 60 locations around the world. Burger King expects about 75 more redesigned restaurants to be open by the end of next year. But it will take years before all its locations are transformed.

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[Food Network Fan]

Seems like a bad time to go for higher prices.

[Pluff Mudder]

The sleek interior will include rotating red flame chandeliers...

Yep, that will sure make those char-boiled Whoppers taste better.