Daily Insights

Menu of Memories

By: Mackenzie Baker | Jan 13, 2021

Burger King pays homage to its roots while embracing modern, minimalistic style with its new visual design campaign. The effort includes new designs across all of Burger King’s locations and social media channels. 

The effort marks Burger King’s first complete rebranding in two decades, with its new look available for show on its packaging, menu boards, merchandise, and uniforms. The minimalist marketing also extends to Burger King’s social media channels, digital channels, and mobile app. While the campaign pays tribute to Burger King’s original logo and coloring, the new design is also meant to demonstrate the brand’s commitment to simplicity and sustainability, the latter being one of its primary goals for the next decade. Burger King kicked off the redesign rollout in the new year, meaning consumers can visit many of its stores or virtual platforms to see the new look. The visual revamp follows the launch of Burger King’s simplified “$1 Your Way Menu” that allows consumers to purchase classic meal items for one dollar each. Both the new menu and marketing techniques could help Burger King drive consumers to its stores and push sales at the beginning of the year, according to a Gartner report

Though Burger King’s latest effort is the first in a long time for the restaurant brand, it actually follows a larger trend that sees brands launching new visual identities during the Coronavirus pandemic. Burger King is joined by the Central Intelligence Agency and Crate & Barrel in updating its designs for the digital age. While the burger brand minimalized its design structure, it also created a series of ads to show how it is “maximizing the customer experience”. In addition to relying on television ads, Twitter, and Instagram channels to raise awareness of its transformation, Burger King extended the new look to its drive-thrus. Beginning this year, Burger King will modernize 10,000 drive-thru locations to integrate loyalty programs and remote payment via digital ordering screens. Doing so could demonstrate the home of the Whopper’s commitment to a virtual future. 

While Burger King’s redesign embraces current demand for minimalism, it also taps into the growing nostalgia trend, which could help it appeal to consumers of all ages. Though the pandemic has kept many consumers home, Burger King’s fresh update could encourage fast food fiends to visit its stores and social channels for a taste of its new image.