Using the outlet to test new concepts, such as a new menu line-up, the Burger King store will feature a fresh look, including personalized sound zones which will allow patrons to plug in their iPods and listen to music through individual speakers incorporated into the eating booth.
In tune with the new Burget King philosophy of ‘Have it Your Way’, the outlet’s service is tuned in to serving individual customer needs, including the Whopper, made with 100% flame-grilled beef, to pilot-testing products such as salads, sundaes, BK Fusions, andpremium espresso coffees. These concepts, if successful, will be rolled out throughout Singapore and the Asia Pacific region.
Operating under franchise agreements since 1982, the Burger King outlet is an effort to beef up its brand name in the region. The Burger King store at Liat Towers along Orchard Road is one of nearly 40 stores that are run by Bonfoods.
Burger King also plans to open another three to five of such stores within the next six months, which will pit Burger King directly against its franchisees.
Burger King is a global chain of hamburger fast food restaurants headquartered in unincorporated Miami-Dade County in Florida, US.
