The King Gets a new Kitchen Design

This Burger King project started with developing an exciting design makeover for the BK kitchen and testing that design with customers in WD’s own retail theater research environment. The customer-tested design was then put to the test to ensure that it works within existing structural and cost parameters. Lastly we created a unique VR experience to introduce the concept as well as designed and operated a trade show booth to serve franchisees at their Global Conference.

Combining research gathered by BK with our own Strategy & Insights, WD created an exciting new kitchen design. But that was just the beginning. BK also leaned on WD to help sell the new idea using a virtual reality experience to its 17,000 franchisees at the company’s 2016 Global Franchisee Conference.

Burger King

Step into Our Kitchen

We equipped seven Samsung Gear VR headsets with programming that offered three different viewpoints of the new restaurant design—queuing, prep area and drive-thru. Attendees could put on the headsets and suddenly they were standing in a BK Kitchen Theatre. For fun we hid the BK King in the drive-thru scenes and challenged attendees to find him. Also available was a 30-page book WD produced detailing the Kitchen Theatre concept and sample floor plans.

Customers Become Audience in Our BK Kitchen Theatre

Our new BK kitchen design involved reworking the back-of-house footprint to create an open kitchen experience where customers can watch their food being prepared.

Burger King

We dubbed the concept “Kitchen Theatre” and partnered with the BK operations team to manage installation costs and ensure the new design works within operations and efficiency requirements. Due to the positive reception and feedback, Kitchen Theatre is being introduced initially in 5 global markets. Our team has already started work on the prototypes for Spain & China with Miami, Germany & London to follow.

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