Apr 1, 2008 6:04 AM, PROMO Xtra, By Amy Johannes

Burger King's new concept restaurant will feature a smaller menu and up to 10 different Whopper varieties.

Burger King is trying to inject some new life into its 51-year-old Whopper sandwich. So it’s launching a smaller format restaurant called the Whopper Bar.

The trendier restaurant would target customers in small locations, including airports, train stations and casinos, and would offer fewer items on the menu than a traditional location. The Whopper Bar would sell up to 10 different types of the famous burger, including the Western Whopper, the Texas Double Whopper and the Angry Whopper.

Customers would also have the choice to create their own Whopper sandwich with a variety of toppings.

Burger King is expected to unveil the new concept to franchisees at the company’s annual convention in May, according to news reports.

“Burger King developed the Whopper Bar concept so the company could offer the Whopper in locations that would not otherwise be able to fit a full-sized restaurant,” company spokesperson Keva Silversmith said.

The company’s new format follows a similar concept of rival McDonald’s McCafe coffee bars. Only McDonald’s McCafes offer a variety of products, including menu of gourmet coffee, sandwiches and desserts, and are built within the footprint of an existing restaurant. McCafes first opened in 2003.

Industry experts called Burger King’s notion a smart move in its effort to expand its brand and customer reach.

Industry experts said the notion is a smart move for Burger King to expand its brand and customer reach.

“The QSR category has sure grown so much in past 50 years,” said Scott Hume, editor-in-chief of Restaurants & Institutions. “A lot of brands that had been interested in pursuing non-traditional sites are now doing it.”

Airports, for example, are an ideal location for fast food chains to reach that on-the go customer.

“Airports are turning out to be a pretty lucrative place to expand,” Hume said. “People are getting to airports earlier, airplanes have cut back on food, so you have people hanging around. It only makes sense to try and increase their presence there.”

Burger King’s Whopper Bar concept is the result of international expansion. In Europe, restaurant formats are smaller than those in the U.S. Many chains overseas have learned that smaller is profitable, Hume said.

“All QSR chains look at taking the brand to a new channel,” he said. “That really is what this is. The more presence you have for the brand, the more customers you have.”

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