Magazines Archives - 2009 July

Customers have it their way at latest BK outlet in S’pore
Story 9 - Food Business Asia

FAST-FOOD chain Burger King (BK) is all set to open its latest outlet featuring a fresh design concept in Singapore this month at the ION Orchard mall along Orchard Road. The new outlet’s design “challenges preconceived notions of how a quick-service restaurant (QSR) should look”, the group stated.

The 2,012sqf outlet incorporates colours that “aesthetically stimulate ... the senses and palates of customers with a strong, industrial look and a tinge of rebelliousness” targeting youths and working adults.

Its blackened cuboid-shaped, steelwall entrance, complete with the fastfood brand’s logo embossed in brass, incorporates a built-in LED screen. Inside, the mood is set by a raw industrial look with exposed bolts and rivets on lamps, mirror frames and column pillars.

Taking the cue from its slogan, “Have It Your Way”, this outlet offers four personalised sound zones at the booth-seating area, allowing guests to “plug in their iPods and listen to their favourite tunes”, a first for a QSR in the city-state.

BK Asia Pacific’s president, Peter Tan, said: “This new restaurant concept is a significant milestone for Burger King in Singapore as we continue to keep abreast of the gastronomic tastes and lifestyle trends of today’s generation to offer innovative products and a unique ‘have it your way’ experience to our guests.”

The outlet will also be the testbed for new product offerings by the group before their launch across the Asia-Pacific region. New items on the menu include the BK Stacker, for which customers can choose from two to four layers of beef patties, and the premium Steakhouse Burger of 100% Angus beef patty.

In addition, a new snack menu introduces the Side Salad, Garden Salad and the Grilled Chicken Garden Salad. Coffee lovers can also look forward to the new premium range of the beverage, along with ice-cream selections such as BK Fusions and the Espresso Sundae.

“These products are a reflection of Burger King’s continuous commitment and ability to develop innovative menu options which are a result of comprehensive product-development process at its Asia Pacific Regional Test Kitchen located in the heart of the Singapore central business district,” the group maintained.

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