James Brooks | Burger King
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MOVING PAST THE KING

With clunky navigation and out-of-date styling, the Burger King’s website needed a complete overhaul. Working closely with a team, I lead the effort to build a bold and modern BK site, focusing on fresh, craveable ingredients instead of a plastic mascot.

THE NEW SITE

The new mobile-first site was built on a responsive grid using bold new branding.

NAVIGATION

A sprawling menu was consolidated from 26 to 12 categories.

MENU BOARDS

The menu boards expanded inline to show details to let visitors quickly browse the menu. On desktop, zoomed in ingredient photos help spark a craving.

OFFERS

Offers are checked on mobile phones while customers wait in line. We made them easy to find and swipe through.

SOCIAL CAROUSEL

BK wanted to appeal to Millennials, so we brought the great work being done on social media front and center in this custom interactive carousel.

ARTISINAL ELEMENTS

Handwritten fonts and pencil lines were used to symbolized hand-made, artisinal food.  Frayed edges on the custom colored Google map added an organic feel and wavy “fry buttons” (using CSS only) made our CTAs irresistible.

RESULTS

This site was designed in 2014 and is still in use today, getting millions of hits per year.  Site engagement is high compared to the industry, according to Alexa.com, and is no doubt a result of the redesign efforts. It’s hard to measure style points, but I think BK won there too.

BOUNCE RATE
Burger King
McDonalds
Jack in the Box
PAGE VIEWS PER VISIT (AVG.)

3.03

Burger King

2.19

McDonalds

1.4

Jack in the Box