Prediction: Burger King Will Rebrand as BK


If you visit Burger King’s website, you won’t find a masked king, a subservient chicken or any of the other advertising icons created last decade by Crispin, Porter + Bogusky. 

In fact, there isn’t even a whiff of a single hamburger among the six images that rotate on the chain’s home page. Same for new celebrity ads, featuring Salma Hayek, David Beckham and others. 

Critics have panned the new family-friendly “exciting things are happening” repositioning. But same-store sales are actually up for the first time in more than two years at Burger King, rising 4.2 percent in North America during the first quarter. 

I would never have predicted that. Transforming the home of the Whopper into another Panera-wanna-be sounds more like desperation than a strategy to me. 

But I will predict this: With an IPO rumored for this summer, Burger King will officially change its name to BK. (Or at least it should.) 

Just makes sense, doesn’t it?