Burger King's Whopper-Sized Remake: Five Ways to Save Fast Food's Ugly Stepchild
|This is not what's for breakfast.|
So where does the new owner take Burger King now? Here are five ideas on how to remake the fallen burger royalty.
5. Build a Better Breakfast
|Photos from Flickr|
|The "absurd" sandwich.|
The fix: It isn't hard to find a better breakfast sandwich. Take the ones at Starbucks. They sit around in a sneeze-proof case, possibly for hours, until someone reheats them. Yet the English muffins are still fresh. The eggs don't possess that plastic-like texture of the mess from BK. And the cheese, well, it seems real. The Starbucks version is no haute cuisine, but if they can serve up an edible egg sandwich from a sneeze case, they ought to be able to do it with a full Burger King kitchen.
4. Stores That Actually Look Like Burger Stands
|If you didn't know this was a Burger King, could you tell what it sells?|
The fix: It isn't hard to make stores that look like the fry and shake shacks that started the burger craze in the 1950s. Regional chains and even a few McDonald's have tried this successfully, and what it creates is a fast-food chain that actually looks good. Like it serves burgers.
3. Buy Some Halfway Decent Buns
|The Whopper isn't what it once was.|
The fix: Bake the buns in the store. Instead of freezer space, buy a Subway-style bread rack. Throw the buns in. Take them out. It can be done at Burger King if it can be done by a "sandwich artist."
2. Actual Chicken
|What animal is shaped like that?|
The fix: Real chicken breasts. Put them on that grill conveyor belt used for the Whoppers. Batter them with a beer batter, and deep-fry them. What you'd end up with would be a pair of great chicken sandwiches -- char-grilled and a crispy deep-fried number. And they'd taste, finally, like chicken.
1. Fix the Fries
|The fries might actually be softer than the ketchup.|
The fix: Five Guys proved how to do this easily and cheaply. Buy whole potatoes, cut them in the store, and fry them. It's really that simple, and it's really not hard. You'd figure the King could muster a few of his minions to cut potatoes.