Burger King Opened a Bus Line in Brussels to Take People to Its One Restaurant There

Plus, how the drama with the Belgian monarchy played out

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.

Brussels, Belgium, has waited a good long while for its first Burger King restaurant, and the transition hasn’t been smooth.

Remember when we mentioned the brand likes to showboat? Early on, to tease its arrival in the Belgian capital, it released ads that literally asked people to choose between Burger King and the actual king of Belgium, King Philippe.

The monarchy was not having it.

We’ve all moved on since then. Months later, following Antwerp, Charleroi and Namur, the King (of burgers) finally has a home of its own in Brussels—in Auderghem, to be precise, which isn’t exactly central.




Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in