Burger King Malaysia opens 100th store, introduces immersive garden grill concept

by TMR

BURGER King Malaysia introduced its first immersive dining experience restaurant in Malaysia to mark the opening of the 100th Burger King outlet in the country on Saturday.

Located at ground floor of IPC Shopping Centre, Mutiara Damansara, the restaurant features a garden grill concept which is intended to bring the brand back to its roots and provide diners with a holistic authentic flame-grilled burger dining experience.

The fast-food world, said Burger King Malaysia CEO Ng Lee Tieng, is fast evolving.

“Consumers have moved beyond a point where fast food equals greasy burgers and fries made in record time. With more exposure today, consumers seek to enjoy a night out with family and friends at a restaurant that doubles as an event space that also serves real food, pulled together at a record time.

“Burger King has been serving 100% authentic flame-grilled burger at record time right from the beginning. Hence, we feel by providing a setting that reflects the craft of our menu, we would be providing an immersive experiential space for our customers to enjoy their 100% authentic flame-grilled burger,” Ng said, adding that the new 20/20 Garden Grill design concept was unveiled in the UK back in 2015.

Explaining the design, Ng said the new concept uses construction materials such as bamboo, brick, natural copper and reclaimed wood to bolster the flame-grilling traditions of the brand.

On why Burger King Malaysia had chosen to implement the new concept as the design for its 100th restaurant, Ng said 100th is a big milestone for the brand here and it is a testament to both the strength of the brand and the support from Malaysian diners for authentic flame-grilled burgers for the past 23 years.

As such, Burger King Malaysia hopes that the new ambiance would not only set the brand apart from other fast-food chains, but also enhance dining experience for customers who seek 100% authentic flame-grilled burgers.

“Redesigning our 100th restaurant is one of the various innovative ways we are evolving to create better dining experience for our customers to enjoy 100% authentic burgers that are free from artificial ingredients, fillers, preservatives and food dyes.

“At Burger King Malaysia, we will remain steadfast to our commitment to provide Malaysian consumers premium ingredients, signature recipes and family friendly dining experiences,” Ng said, adding that Burger King aims to open another 50 outlets throughout Malaysia in the next two years.