KUALA LUMPUR – Burger King, which is undertaking its first complete rebrand in over 20 years, aims to grow its restaurant base in Malaysia by a further 20% or 25 restaurants by the end of this year.
Local franchisee Cosmo Restaurants Sdn Bhd (Burger King Malaysia) said the new restaurants would bear a new visual identity and the setup cost would amount up to RM30 million.
The brand is rolling out a new brand logo, packaging, crew uniforms, and restaurant signage and décor.
Its chief executive officer Ng Lee Tieng said the new restaurant design also allowed for better management of physical distancing procedures and close contact management as it includes drive-throughs, a QR code ordering system, and web applications.
“The streamlined design is an authentic representation of Burger King’s recent improvements to taste and food quality standards, and the removal of colours, flavours, and preservatives from artificial sources in its recipes.
“We have adapted to the times and embraced the profound changes to remain relevant,” she said in a statement today.
Burger King Malaysia currently manages over 120 restaurants in Malaysia.
“In the face of the pandemic-stricken market last year, we invested RM22 million and opened up 18 new restaurants, eight of which were launched in December and carried the new visual identity,” she said, adding that the new restaurants would also contribute to job creations all over Malaysia.
She said between March last year and now, Burger King Malaysia spent more than RM1 million on disinfectants, gloves, and face masks for all its restaurant employees and diners. – Bernama, February 25, 2021
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