Hold the pickles, hold the revamp

Kramer, Louise
August 1999
Advertising Age;8/16/1999, Vol. 70 Issue 34, p4
Trade Publication
This article discusses issues regarding the cost of the redesign of Burger King restaurants in the U.S. in 1999. At its annual franchisee meeting in April 1999, the company unveiled plans to redesign its 8,000 restaurants in the U.S. and executives boasted the move would give the chain a new look for a new century. But the overhaul carries a price tag which is 15% more than a construction of a traditional unit. Although some franchisees say they are in favor of the upgrade, they add that corporate headquarters must first prove it will be a sound investment. For now, several franchisees contacted by Advertising Age journal said they have put construction projects on hold as they await more information from the company.


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