Burger King's new look comes with a new menu.

Burger King is going to be changing.  After dropping to third place in the US fast food arena and struggling to fight off rivals like McDonald’s and Wendy’s, the King has started to look like a pauper since the company went private.  However, the company is busy attempting to reinvent itself and solve its problems by throwing money at them.  Burger King has committed to a $750 million dollar makeover, with 10 new menu items rolling out nationally, completely redesigned restaurants, and a focus on being the best, not just second-runner-up.

“This is the biggest change in scope in the history of the brand,” said Steve Wiborg, Burger King’s vice president of North American operations.  “It’s the chain’s largest investment in a one-year time frame.”

While it is a huge investment, it’s not exactly a game-changer like a delivery system would be.  I mean adding new salads, snack wraps, and blended drinks to compete with McDonald’s?  Slicing vegetables on site rather than shipping in pre-cut lettuce and tomatoes?  Any step towards healthier food is a good one and the internal redesign of restaurant looks is long overdue, but isn’t this McStarbucks movement anathema to the meat monster that Burger King is known for?  I really think they should emphasize the grill and have more fresh-grilled menu items, but that’s just me.

Tags: corporate makeovers, fast food, casual fast food, mcdonald’s, burger king, burger king to make over restaurants, burger king to redesign restaurants, burger king to change menu, burger king makeover, burger king debuts 10 new menu items today, burger king menu redesign, Steve Wiborg, burger king to spend 0 million to remake restaurants

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