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A BK Whopper Bar in Manhattan in 2010

The BK Whopper Bar is a limited service concept created by fast-food restaurant Burger King in 2009.

Format

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The Whopper Bar is a high end concept designed to compete with fast casual and casual dining restaurants. The locations feature an open kitchen with a semi-circular metal counter top.[1] The exposed kitchen allows customers to view the preparation of their foods. Decoration of the new locations is limited to plasma televisions playing looped videos of open flames. The concept is similar to the McCafé concept from rival McDonald's, and like the McCafé locations they are designed for malls, airports, casinos and other areas with limited space.[2]

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Whopper Bars are kiosk-type stores with a menu limited to the company's Whopper, TenderCrisp and Angus sandwiches; drinks; and desserts.[3] The menu features higher-end ingredients and variants not sold in the normal Burger King locations.

While international locations sold beer at the Whopper Bar locations, the company originally stated that it did not intend to do so at its North American locations. The company changed its mind with the opening of its second Whopper Bar location in the South Beach section of the company's home town of Miami; Burger King reported that it would be the only current American, national fast food chain selling beer in its home territory.[4]

In markets where alcohol can be sold at fast food restaurants, the company will be selling products from SABMiller and Anheuser-Busch including Budweiser, Bud Light and Miller Lite in aluminum bottles designed to maintain temperature. The move, designed to target the important 30-and-under demographic, has been called risky by industry analysts because the company is known as a fast food purveyor and not as an alcoholic beverages seller. Other industry consultants have disagreed with the assessment, believing that the move is a practical one because the company is growing with its aging customer base.[5][6][7]

References

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  1. ^ Grynbaum, Michael (March 29, 2009). "A Half-Century Old, the Whopper to Get a Younger Image". The New York Times. New York. Retrieved October 10, 2009.
  2. ^ Klingele, Lindsey (April 3, 2008). "Burger King Unveils Whopper Bar". The Food Channel. Glam Networks, LLC. Retrieved October 10, 2009.
  3. ^ "Whopper Bar menu". Burger King Brands. Archived from the original on October 9, 2009. Retrieved October 10, 2009.
  4. ^ "Hooters to Home of the Whopper: A look at popular restaurant chains that began in Florida". Florida Times-Union.
  5. ^ Horovitz, Bruce (January 22, 2009). "Burger King plans beer-selling Whopper Bar in South Beach". USA Today. Miami, Florida. Retrieved January 23, 2010.
  6. ^ Phillips, David (January 25, 2010). "Burger King Says "Have It Your Way:" Beer With That Whopper and Fries?". BNet.com. Archived from the original on January 31, 2010. Retrieved February 8, 2010.
  7. ^ Ruggless, Ron (January 22, 2010). "BK to sell beer at new Whopper Bar". Nation's Restaurant News. Retrieved February 8, 2010. [dead link‍]
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