New look for Burger King as it announces major expansion despite pandemic

Burger King Malaysia today announced plans for a 20% expansion of restaurant base by year-end in conjunction with the launch of a new visual identity including changes to its brand logo, packaging, crew uniforms and restaurant signage and decor.

The new restaurant design will also allow for better management of physical distancing procedures and close contact management through the inclusion of drive-ins, QR code ordering systems and web applications, it said.

Cosmo Restaurants Sdn Bhd, a franchisee of Burger King Corporation, said the set-up cost of its revamp, its first complete rebrand in over 20 years, would come up to RM30 million.

Burger King Malaysia currently manages over 120 restaurants in Malaysia and aims to open 25 restaurants by the end of 2021.

Burger King Malaysia CEO Ng Lee Tieng said they had invested RM22 million and opened 18 new restaurants last year despite the pandemic-stricken market.

“Eight of these were launched in December and carried the new visual identity,” she added.

In a statement, she said between March last year and now, Burger King Malaysia had also spent more than RM1 million on disinfectants, gloves and face masks for its employees and diners.

She said the company would continue to enhance its safety measures to keep its personnel and guests safe.

“We will also remain steadfast in supporting the community in the ways we do best: by delivering fresh high-quality burgers to frontliners at hospitals and roadblocks as well as those who are involved in delivery services.”