restaurant branding

As the economy continues to be on the rocks, still no one confident in the direction it will be moving anytime soon, more and more Americans are finding themselves stopping at the local fast food joint, instead of dining-out at family style and high-end cuisine restaurants. Everyday we are inundated with TV commercials promoting the latest and greatest “dollar menu item” from fast food chains across the nation. Hard times call for sacrifices, and though our palettes may be craving more, our wallets are not.
With sales at an all time high for many chains, will this re-direction in the food world encourage a change in food chains’ appearance, style, and essentially brand to a more unique and never-before-seen style to continually entice and intrigue the influx of new customers?
For Alsea, the powerhouse behind chain operations of pizzas, burgers, chicken, Mexican restaurants, coffee shops, homemade breads and other foods, the idea that a fast food restaurant could still offer fast, economic meals to a mass public, yet with a more international and sleek appeal, is one they began experimenting with at their Burger King locations in Argentina and Chile. Thus, Alsea employed Tasty Concepts to create a fresh and innovative design for their new locations that still delivered the essence of the original Burger King. The new branding package included updated environmental designs and graphics, interior design, and collateral with an exotic flair yet still echoing the brand’s original roots.
Although many fast food chains have been successful in the past by continually changing their menu and prices, perhaps changing their image to a sleeker, more modern feel would be a much more effective and unique way to capture a broader audience, and not just nationally but internationally.
For their work with Alsea: Burger King, Tasty Concepts won a Graphic Design USA award