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On Tuesday, Burger King opened its first "Whopper Bar" at Universal CityWalk, an entertainment complex in Orlando, Florida. A stand-alone mini-restaurant, it is the first in what the company's president hopes will ultimately be 300-500 burger stands. Russ Klein, Burger King's president for global marketing, strategy and innovation, refers to the concept as "Pimp my burger." As with the popular television show Pimp My Ride, Whopper Bars will enable customers to personalize a mass-produced product. Although the outlets will offer a "Bar Favorites" menu, with items like the Bourbon Whopper and Pepper Bacon Steakhouse XT, the highlight of the concept lies in its interactive nature. As in a Subway restaurant, customers will be able to watch their sandwiches being prepared and direct employees on which of the 22 topping choices to place on their burgers.
The small size of the bars, combined with their sleek red, black, and gray color scheme, is designed to make them attractive for sophisticated, upscale places, where space is at a premium. Future stands will be situated in cruise ships, stadiums, casinos, and similar places.
While I'm trying to avoid fast food these days, I may have to make an exception when the Whopper bar comes to town...there's something about that bourbon Whopper that seems to demand my attention!
