It looks like Burger King is taking the phrase “New year, new me” to heart as the fast-food company announced Thursday that it’s rolling out a new look.
The new retro-influenced rebrand features an updated return of a classic logo, new food packaging, employee uniforms, signage and remodeled restaurants.
The company introduced its new logo to the public Thursday morning with a tweet:
In an interview with Business Insider, the company’s global chief marketing officer Fernando Machado shared that the fast food chain removed the color blue from its logo because it doesn’t sell any blue food, and removed the reflective gleam from the buns because “buns don’t shine.”
According to Machado, the logo felt “old,” and reflected “a time when the (now abandoned) design characteristics were trendy.” Business Insider reports the company modified the proportions and font of its 1969-99 logo to make it feel updated and modern.
Another part of Burger King’s turnaround plan includes offering more value items. Last month, the company announced its new and improved dollar menu, which is now available nationwide.
Customers will notice signs of the fast food company’s rebrand immediately in advertisements, uniforms and packaging, but it will take the chain years to renovate its nearly 19,000 global restaurants, CNN reports.
According to Business Insider, the updated restaurants will feature food lockers, conveyor belts, and other “restaurant of tomorrow” ideas.
Raphael Abreu, the head of design at Restaurant Brands International — Burger King’s parent company — said in a recent press release (via BusinessWire):
“Design is one of the most essential tools we have for communicating who we are and what we value, and it plays a vital role in creating desire for our food and maximizing guests’ experience. We wanted to use design to get people to crave our food; its flame-grilling perfection and above all, its taste.”
Perhaps Burger King’s updated brand identity will spark much needed interest from consumers. According to CNN, the burger chain has been struggling in recent months. In the quarter that ended on Sept. 30, 2020, Burger King saw sales fall 7% while rivals McDonald’s and Wendy’s both handily outpaced the burger chain.