Sleek Burger King revamp aims at an upscale feel

       Burger King plans to swap its generic fast-food feel and bland tiles and tabletops for a vibe that's more sit-down than driven-through.
       The company will announce a massive effort to overhaul its 12,000 locations worldwide. The sleek interior will include roating red flame chandeliers, brilliant TV-screen menus and industrial-inspired corrugated metal and brick walls.
       "I'd call it more contemporary, edgy, futuristic," chairman and CEO John Chidsey told The Associated Press. "it feels to much more like an upscale restaurant."
       But that comes with an upscale price: the new look is expected to cost franchisees between US$300,000 (Bt10 million) to #600,000 per restaurant.
       The company said the new design, called "20/20" at the Miami-based chain, is already in place at about 60 locations around the world.
       So far, remodelled restaurants have seen sales climb about 12 to 15 per cent, while restaurants that are torn down and completely rebuilt a the same location have seen sales climb by as much as 30 per cent, Chidsey sid.
       Observers say the hip, urban and masculine elements in the redesign may be a hit with Burger King's most loyal customers - young men who fre-quent the chain known for its signature Whoppers and "steak burgers". But some experts are scaptical about whether sales will grow as much as the company claims and how eager franchise owners will be to part with that kind of cash, particularly in a sour economy.
       Chidsey said most franchise owners, who typically own bothy their restaurant's building and the land, won't have trouble obtaining financing.
       The transformation might help Burger King - the No 2 burger food chain the United States - stand our from larger rival McDonald's and other competitors as they clamour for a share of the growing burger market that's worth $100 billion in the US.