Burger King CMO Fernando Machado reveals how the brand decided to put Whopper stripes on its uniforms.
Burger King's CMO, Fernando Machado, described the chain's old uniforms as"very, very generic" in a recent interview with Business Insider. The uniforms weren't standardized across the world, but most US Burger King franchises featured monochromatic polyester polo shirts, which Machado said were"not the most comfortable, to be honest."
These vintage photos of Burger King's uniforms show how much the chain's look has changed over time — along with its identity "If you stop someone on the street and ask them about Burger King, what's the first thing that comes to mind? The Whopper. So having the Whopper represented in our visual identity is really important," Machado said.The stripes on the shirt represent a bottom bun, meat patty, tomato, and lettuce, while the charcoal gray is a nod to the brand's"heritage in flame-grilling," according to Machado.
The new uniforms were made from a cotton-polyester blend that Machado says maximizes comfort, durability, and stain resistance as well as look.
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