As revealed by BigHospitality in September, the new format is located next to the centre’s existing Burger King outlet and offers shoppers ice creams and mini pancakes, along with drinks and a sweet treats menu containing brownies and blondies.
The new unit has been developed in concert with franchise partner KFG Group, which operates 33 Burger King restaurants in the UK.
It is only the second dessert bar in Europe, with Burger King having recently launched the concept in Spain. If successful, the company will look to open more next to, or near to, existing burger restaurants as well as introducing the dessert bar within larger format stores.
Sarah Power, marketing director for Burger King UK, said: “The dessert bar is an exciting new development for the brand, which complements our Taste is King marketing strategy. We are very proud to be rolling out more great-tasting products via this new restaurant format for existing fans of the brand, as well as attracting a new audience.”
In addition to its relationship with Burger King, KFG also has other restaurant interests in the UK including the 14-strong Maison Blanc patisserie business and the Cha Cha Moon fast-casual noodle format, founded by entrepreneur Alan Yau.
Mark Stretton is editor of BigHospitality's sister publication, M&C report.