Burger King is revamping its menu to meet demands by women and families who have somewhat deserted its restaurants in recent years.Changes to the food lineup, reported by the Miami Herald, will aim to make salads and smoothies as much of a fixture as the flame-broiled Whopper.
A new homestyle burger on a brioche bun, with thick-cut bacon, romaine lettuce and spicy pepper grill sauce, is among the items currently being tested.
The locations will also get a makeover, following in the footsteps of cheap eateries that have taken pages from the Starbucks playbook, from McDonald's to A&W to Subway.
So, like many others, Burger King is planning to reinvent itself. Clever promotions aren't enough for owners 3G Capital.
"Hold the pickles, hold the lettuce," began the memorable Burger King commercial jingle written by Barry Manilow in 1973. "Special orders don't upset us. All we ask is that you let us serve it your way."
The human Burger King mascot, introduced in 1955 at the first location in Miami, and reincarnated as a post-modern masked character in the past decade, was also given a pink slip, along with the advertising agency.
Burger King joins wave of fast-food chains developing a 21st century image
