The new burger kings
Chic interiors, bespoke menus and quality fare are the order of the day at the latest burger joints
At The Handburger, director and chef Anna Lim has chosen a more gourmet slant: Think duck-leg confit, stuffed portobello burgers and sun-dried tomato-with-olive buns.
Its unique selling point is emblazoned everywhere on its menu: "All handmade."
The burger joints are very aware of the competition.
As Ms Lim says: "We see as competition anyone offering meals within the range of $13 to $25, not just those selling burgers."
Burger King, though, positions itself as a "perpetually adolescent brand", with a target group of 18- to 29-year-olds.
The Whopper Bar is the product of a series of focus-group discussions on what this demographic envisioned as the Burger King restaurant of the future.
This means that it boasts a more contemporary look, Burger King's first coffee machine and two "personalised sound zones", where guests can plug in and play their iPods.
But is the new burger culture here to stay?
