Less than three years after the restaurant's return in France, the fast food chain has chosen the capital's La Defense business district to reveal its brand new architectural concept today with the launch of a 900 square-meter-restaurant. The concept will follow in the rest of Europe.
The launch is a particularly important one for the brand as it marks the realisation of one of its flagship projects since its return to France: being present in La Défense. The neighboring mall "Les 4 Temps" is one of the most visited malls in Europe with more than 46 million visitors per year.
The new location stands out as the largest Burger King restaurant on French territory: 250 people will be able to simultaneously sit and devour their Whoppers thanks to three kitchens and 12 order terminals.
A loft-inspired design concept
Fifteen years after closing up shop in France, the American chain has chosen Paris's financial district to reveal its new architectural concept that it will install in other European cities. According to the fast-food chain, "Burger King is also the first franchise to have integrated order terminals in all of its restaurants and it has become a model to follow in terms of innovation and consumer experience."
Burger King has always kept its store-fronts simplistic and dark, like its restaurant located near the Champs-Elysées. This time, the chain has emphasised the wood in its restaurants for an American loft effect. The use of raw materials like metal and exposed brick creates a refined environment. Consumers will be able to ponder the menus in a lounge space or in more intimate booths and learn more about the chain's history and evolution thanks to a wall of photographs.
The La Défense restaurant is open every day from 10am to midnight in the "Les 4 Temps" mall, second floor.