Pimp my burger: Burger King mimics sushi bar, but with Whoppers


On Tuesday, Burger King will open its first "Whopper Bar" at Florida's Universal CityWalk, the Orlando-based shopping and entertainment complex. The new restaurant represents a major change in both the style and service structure of the 51-year old brand.

A year ago, when Burger King (BKC) first discussed this move, Russ Klein, the company's president for global marketing, strategy and innovation, referred to it as "Pimp my burger." As with the popular television show Pimp My Ride, Whopper Bars enable customers to personalize a mass-produced product.