Burger King Revamps Image with New Play System and Halloween Buckets
Burger King is revamping its image and restaurants to attract more families. The fast-food giant has unveiled a new modular play system for young children and is bringing back plastic Halloween buckets with a 'Monster Menu'.
The new play system, revealed at Burger King's franchise convention, is a maze of tunnels and towers designed like a beige-and-orange castle. It includes quick slides and a ball pit, promising hours of fun for kids under 10. This move aligns with the company's focus on becoming a more family-friendly brand, as seen in its remodels featuring larger booths for families with young children.
Burger King's chief marketing officer, Joel Yashinsky, has stated that the company aims to be a welcoming and fun brand for everyone. This shift is evident in the company's menu, marketing efforts, and promotional tie-ins like the How to Train Your Dragon Meal. The 'creepy king' mascot, which debuted in 2004 and was retired in 2011 due to turning off some customers, is a thing of the past. The company hopes to leave behind the negative image associated with the mascot and focus on growth.
Burger King's new play system and Halloween offerings are part of the company's efforts to attract more families and boost sales. With average-unit volumes currently less than half those of McDonald's, these initiatives aim to reverse the decline seen during the 'creepy king' era and create a more welcoming atmosphere for customers.
