In its latest effort to take the burger experience to a higher level — and win back consumers who’ve migrated to “fast casual” restaurants — Burger King is remodeling more of its eateries to include what His Highness describes as a “contemporary industrial palette of metallic and black accents, complemented by finishes that resemble brick and concrete.” But will the fancy new look, which was relaunched this week in Amsterdam, get customers to eat more Whoppers? And how does a creepy guy in a plastic mask sell what the company calls an “intimate and engaging dining” experience?
