The bars are smaller than traditional BK outlets and have an open kitchen. The menu is limited, but offers a wider range of sauces and toppings.
'There is a lot more food theatre. It's a much more "foodie" experience,' said David Kisilevsky, BK's vice-president of marketing for EMEA.
The format is intended to bring to life the brand's 'Have it your way' positioning by allowing customers to create their own customised versions of its flagship Whopper burger. The first US Whopper Bar opened last month in Orlando, Florida.
Kisilevsky said the concept would be brought to the UK in the near future, but the locations and timings are yet to be finalised.
Last week, BK rolled out its latest Whopper variant, the Texican - a taco-coated chilli con carne patty on top of a regular Whopper - across the UK, Spain and Germany. It is being supported by a pan-European ad campaign in which a masked wrestler dons a Mexican flag as a cape. The ads have been criticised by Jorge Zermeo, Mexico's ambassador to Spain, who complained about the improper use of the flag. He has asked the chain to pull the ads and apologise.
Burger King
- Worldwide revenues rose 10% year on year to $2.5bn for 2008.
- The net increase in the number of its restaurants globally last year was 282.
- It aims to add 400 restaur-ants worldwide in 2009.
- Source: Burger King annual report 2008
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