The Whopper Bar

I was checking Ddimagazine.com and came across a news brief from Burger King announcing the opening of its new "Whopper Bar" location at Universal CityWalk in Orlando. The new concept is a "condensed and more contemporary" version of BK that comes complete with a "Whopper topper area" where customers can customize their burgers.

So, another giant is getting smaller to fit into tighter spaces. While it's too early to tell (the CityWalk location isn't set to open until spring 2009), I think this downsized concept will work for two reasons:

1. Convenience: the smaller size will allow BK to open in locations that it couldn't before, allowing more customers more access to the burger chain.
2. Customization: while BK has always been about having it "your way," the Whopper topper area will let customers make it their way themselves, adding a level of interaction to the fast food eating experience.

Not to mention the smaller size makes it a more cost-effective alternative to a traditional store.

With financing and credit tightening, it's not surprising to see that more restaurants and retailers are experimenting with smaller formats. Count the added convenience of being able to enter more areas and customers stand to benefit as well.