Burger King revamps for first time in over 20 years

Burger King has redesigned its brand including its logo, food packaging and restaurants in order to reflect improvements such as eliminating preservatives, the fast food chain announced on Thursday.

“We’ve been doing a lot in terms of food quality and experience,” said Fernando Machado, global chief marketing officer of Restaurant Brands International Inc.,

which owns Burger King. “We felt that putting a wrap around all that with an upgrade of our visual identity would help signal to our consumers that this is a brand that’s evolving.”

The rebranding, Burger King’s first in over 20 years, includes a new logo with a rounded font that mirrors the shape of its burgers and other menu items. Bold colours in shades of brown, red and green are a nod to Burger King’s flame-grilling process and its use of fresh ingredients, the company said.

Burger King earlier this year announced it would remove all artificial colours and preservatives from its signature Whopper burgers as fast food chains are increasingly introducing healthier options to follow consumer tastes.

The famously quirky plastic-faced mascot — The King — won’t be going anywhere despite the rebranding. “We love him the way he is, and he will continue to be weird,” Machado said.

This rebrand comes on the heels of BK’S new “Restaurant of Tomorrow,” which features multiple drive- thru lanes, dedicated parking spots for curbside orders, pickup lockers and an external walk-up window.

That model will complement the new “Royal” design, which includes double drive- thru lanes, a major focus for the chain as off- premise business picks up. “Double drive- thrus are really important for creating a best- in- class off- premise experience ... We think it’s going to be really important as the world of off- premise becomes more important to our guests,” Burger King president Chris Finazzo told Forbes magazine.