Burger King Rebrands: New Colors, More Quality, Less King

Last week, McDonald’s basically told activists against childhood obesity to go jump in a burning hot Fryolater if they thought they were going to get rid of Ronald McDonald. This week, Burger King and its new ad agency are telling its mascot to take a vacation.

In fact, Burger King is getting a much bigger change than giving the guy with beard and crown a rest. The Miami Herald reports that the chain’s advertising, menu, and even stores are getting revamped.

Don’t worry, Whopper fans. The burger isn’t going anywhere, but the restaurant will try to go healthier with its menu choices and add such things as mango and mixed-berry smoothies with 100% all-natural fruit purees and Asian chicken salad with baby edamame, red cabbage and sesame lime vinaigrette, among a slew of others.

As for its visual branding, red and black will become the new dominant colors of the restaurants, the Herald notes.

The changes are being introduced by BK's new owner, Brazil’s 3G Capital, which plunked down $3.26 billion in October to buy a majority share.

"The power of this brand is amazing," said Bernardo Hees, Burger King's new CEO, according to the Herald. "What we have to do is build on that strength. Our approach is very pragmatic and straightforward. The turnaround is not going to happen overnight."

BK’s target audience of old was to young men, but now the Herald notes that the hope is to attract the entire family, particularly “that female customer who may have been casting the veto vote against a trip to Burger King.”

"As we develop new products, we're focusing on best in class and quality," said Jonathan Muhtar, VP of global innovation, according to the Herald. "In the past there were compromises made with our food for ease of operation and to take costs out of the product. Food quality and taste has to come first. Consumers come to Burger King because we've traditionally stood out for having great-tasting food.''

Accordingly, the new ownership is shaking up the fast food chain's management too. As for advertising, BK has taken its $320 million advertising budget to New York-based McGarryBowen, which Miami New Times reports will shifting its advertising and messaging focus more on the restaurant’s food rather than on the King or the behavior of its customers.