Burger King remains on its throne, going strong amid pandemic

DESPITE the COVID-19 outbreak causing a large number of food and beverage (F&B) stores to temporarily (and some permanently) shut its doors, Burger King is continuing strong even during the movement control order (MCO) periods.

As a testament to this, the franchisee of Burger King Corporation, Cosmo Restaurants (Burger King Malaysia) is growing its restaurant base by another 20% by year end.

Burger King’s new logo

The brand also revealed a new logo, packaging, crew uniforms, restaurant signage and décor, apart from an opportunity to practice better management of physical distancing procedures and close contact management as it includes drive-in, QR code ordering system and web applications.

“This is the first complete rebrand in over 20 years, where the design is an authentic representation of Burger King of recent improvements in taste and food quality standards, the removal of colours, flavours and preservatives from artificial sources from the recipes.

“We have adapted to the times and embraced the profound changes to remain relevant,” said Burger King Malaysia CEO Ng Lee Tieng.

The set up of the new restaurants will cost up to RM30 mil, which will be distributed among the 25 new stores, an addition to the current 120 that the brand currently has.

According to Ng, Burger King invested a total of RM22 mil even during the pandemic-stricken market last year by opening up 18 new restaurants, eight of which were launched in December. – Feb 25, 2021

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