Burger King launches standalone dessert bar

Burger King has launched a standalone Dessert Bar in a bid to broaden the appeal of the brand outside of its fast food restaurants.

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The Dessert Bar, in the Westfield shopping centre in London, will offer a “specialised menu” which includes BK Fusions ice cream and mini pancakes as well as new “sweet treat” items such as brownies, cakes, cookies and muffins.

Sarah Power, Burger King UK marketing director, says the initiative is the “next stage of the company’s expanding restaurant portfolio” and aims to appeal to existing fans of the brand as well as attract a new audience.

The Dessert Bar in London is the second Burger King has opened in Europe and follows a trial earlier this year in Benidorm, Spain.

Burger King introduced its “King” character into the UK market earlier this year as part of its “Taste is King” marketing strategy.

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