Flame broiling was the prime differentiator between the nation's number two burger chain and all others. Expressing BK's unique product offer and it's "Have it your way" promise required a comprehensive reevaluation of the brand expression through its facilities, especially since the store design had not been revisited in over 20 years and had not kept pace with target customers expectations.

In addition, the prospect of change weighed heavily on the body of franchisees that were wary of the cost of such a re-imaging initiative.

The exterior design solution concentrated on simply neutralizing the heavy and dated feel of existing stores in preparation for applying a distinctive "kit of parts" to strongly reinforce the equity colors of the brand, bolster curb appeal, and send a more youthful message. Another key objective was to enhance the quality of the drive-thru experience for the 54% of Burger King's customer base that preferred drive-thru over dine-in.

Inside the store a clean, crisp, décor and furniture package—supported by brand-centric colors—brightened up the previous environment and helped to communicate a much more efficient ordering process, a higher quality dine-in experience, and set the stage a more strategically driven POP initiative.