Many of the foods chains become famous due to one of their offerings while there are many that earn a name by elevating their brand as a whole. No matter what they do to ensure better quality of their food items, one thing that they focus on is the packaging. In this article, we are going to talk about Burger King, which is one of the top food chains not only in USA but also in other parts of the world now. This famous food chain was founded in 1953 and it was named Insta-Burger King, mainly due to the reason that the burgers were cooked using insta-boiler. Soon after the launch, the company was hit by financial difficulties. In 1954, the company was bought by two Miami-based franchises, David Edgerton and James McLamore. The company was then named Burger King. The new owners started using flame broiler instead of insta-boiler. As the company began to grow, the owners introduced Burger King Whopper, which became the most famous offering. As a matter of fact, this offering became the reason Burger King got its fame. Burger King Whopper is served with lettuce, tomato, mayonnaise, pickles and ketchup. All these ingredients along with the patty make this burger weighing quarter pound. With the bigger size, this burger obviously required bigger sized packaging. This is what we are going to talk about now. Original Burger King Whopper Box Box shown in the picture was released at 55th anniversary of Burger King in 2012. The main design features of this box include a diamond background, font choices and the picture of the character, the Burger King. The packaging of Burger King Whopper consisted of a paperboard container right from the start. The use of this packaging box turned out to be quite beneficial for Burger King in the late 80s when there was uproar over the use of Styrofoam containers for food packaging. This uproar was the reason McDonald’s had to drop the use of Styrofoam containers. At this stage, Burger King used a bit satirical slogan “welcome to the club” for McDonald’s. This slogan gave Burger King an edge in the competition. Burger King Whopper Wrappers With a growth in the product line, Burger King started working on smarter packaging options. One of such options was the use of wax paper wrappers. Use of this paper made it possible for the Burger King to work on the design aspect to get maximum marketing advantage which a packaging is capable to provide. They started by printing the icons to show the ingredients used in the making of burgers. Then they used designs to advertise the styles of whoppers they were offering. Burger King Whopper Real Meals Collaborating with Mental Health America during Mental Awareness Month in May 2019, Burger King introduced the boxes that used to reflect how the customers felt at the time of purchase. The main purpose of was to let the customer pick the box with a design that matched with their state of mind at the time of purchase. Of course the burgers in the boxes had to be different in terms of ingredients and, hence, the taste based on the type of mood printed on the boxes. Burger King got mixed reception form the customers. Many of the customers criticized the company for using depression as a marketing method.
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Efren Leeper
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