Over the years, our tastes have become more sophisticated. We now shop at farmers' markets and question the provenance of our meat.
Recently, McDonald's has put its house in order with improved menus and ingredients. Its ads show cute children planting real plants in real earth. I've almost recovered from the cognitive dissonance.
Burger King needs to regain the high ground, and its Whopper Bar's open kitchens and wide range of toppings hits the spot. With more theatre, more food values and more opportunity to customise your burger, it is the perfect experiential fulfilment of the brand promise to 'have it your way.'
When the first Whopper Bar opened in Orlando, food-bloggers, a community more used to tearing apart fast-food companies, seemed able to find only two areas of complaint: that it's a 'bar' that doesn't serve alcohol, and the Whopper is not bar-shaped.
This bodes well for the UK launch. It's a quality takeaway burger, served just the way you like it. I'm only surprised BK didn't do it sooner.
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