Burger King is trying to go upscale. Yet another sign that the traditional fast food model is dying.
It’s no doubt sacrilege for me to say it here, but I think the restaurant design’s quite attractive. They’ve taken what makes the Chipotle chain appealing and have polished its best elements.
Trouble is, the food itself is still straight out of the 1950s, and Americans are quickly moving away from a meat-based diet. So what we’re seeing is a slick, nicely styled, and cutting-edge restaurant that, tragically, features food nobody wants anymore as its core offering. Link.
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