Burger King offer at Rugby, set amongst customer seating in the food court, between Greggs and KFC. BK is a brand Granada (name of Moto before 2001) have used since 1996, so is highly recognisable w/ Moto services. It was predictable that Burger King opened at Rugby, but never seems to receive as many customers as KFC. Burger King have a relaxed attitude towards price inflation, to remain a flexible brand for operators to use, however, extremely inflated pricing structures will put customers off eating here and will choose other options, making BK less profitable than other brands here. BK is takeaway only and has plenty of customer seating opposite. It’s also a fairly large unit. BK at Rugby was one of the last (possibly the very last) Burger King outlet to obtain the 1999-2021 “burger logo” before changing back to 90s style one they use currently. Burger King derived from various 80s service station operators (namely Granada and Trusthouse Forte) having own-brand burger outlets such as Burger Express and Julie’s Pantry. By using a recognisable burger chain such as Burger King, operators were able to bring in more trade from motorways as customers would stop for high street names. BK is the only offering to serve burgers, as Greggs/Pret/Costa are light snacks and coffee and KFC only do chicken burgers. BK was surprisingly quiet during my visit, however, some customers would have ordered food through their app. Burger King is NOT signposted from either side of the M6, which is highly abnormal for a Moto and would suggest it’s not one of their valued partners now and the likes of KFC and Pret are “overtaking” it.

Photo taken on 12/02/2024 by Tom Moon.

Assigned to galleries: Rugby, Burger King, M6 (England), Moto