Do not renew yourself so as not to die

The business world seems like a hostile place. It's a closed community where, every so often, a new member is graced with the gift of popularity. The restaurant industry, in particular, with its centuries-old history, is a rather inflexible business. And when it comes to color in these kinds of establishments, it seems the winning strategy is to stick to the established script.

When we think of burger joints, one color is clearly dominant: red. From a psycho-emotional perspective, we know that red evokes pure emotion, stimulates the appetite, and creates a sense of urgency. It's no coincidence that almost all fast-food chains feature this color prominently in their corporate identities.

Photography @Rosana Pérez ( @honne__studio__/ )

From a historical perspective, the burger joint boom began in the early 2000s, a time when pin-up and retro aesthetics made a strong comeback. And if we combine retro style with typical American burger joints, we get the classic diners. In these establishments, the color red and the familiar checkered pattern were prominent. During this first decade, these diners coexisted with the well-known fast-food chains, where red always served as a landmark.

The undisputed target audience for burger joints has always been teenagers. And the generation that experienced their boom was the millennials. Over the years, millennial aesthetics shifted towards much softer, Nordic-influenced colors, even materializing in the 'Millennial Gray' trend, a decidedly generational fashion where gray tones dominate homes.

But in fast-food chains, the color red remained unchanged—except, perhaps, for the occasional corporate identity change by a certain burger joint that wanted to associate itself with a healthier, more natural lifestyle and distance itself from the classic 'fast food' image. But if someone had to represent the McDonald's logo, who would choose yellow and green?

Many years later, the next generation would reach adolescence, and with them a new wave of burger joints vying to be the favorite. But being the favorite of Generation Z is a complicated task. Because, in this era, there are endless stimuli. This is reflected in brands. How do you compete against millions of inputs? At least you try with color.

The trend among Generation Z seems to be a return to vibrant colors. Red is back in style, as is the checkered pattern. That's why all the new smash burger joints incorporate elements of these. Some, like Hype, lean towards pink but maintain the checkered pattern. Others, like Vicio, choose not to take risks, proving that you don't need to think outside the box to be, if not the favorite, at least one of them.

And why does almost no one take risks with color?

Because color is already an identity. Red already means burger joint, and that's a strong association few dare to break. The red and white checkered pattern evokes familiarity, coziness, and what we know. It's a symbol of the past, of nostalgia… even of a standard tablecloth in any home.

Of course, there's no shortage of brands trying to venture beyond familiar territory to explore new ways of reaching an audience with increasingly short attention spans. Sometimes, it's a resounding success, as is the case with Brando Ice Cream Parlor. From the outside, the shop boasts a color more typical of a travel agency. This cobalt blue permeates every corner of the premises, including the interior, interrupted only by a luminous yellow sphere that shifts in hue until it reaches orange at the end of the day. It's a risky choice, far removed from the traditional colors associated with ice cream parlors (pinks and pastel blues), but it works… at least at first glance. Brando's blue has initially stood out for its distinctiveness.

So, is it better to renew oneself in order not to die?

It seems we're witnessing the decline of smash burger joints. The trend suggests they might be replaced by ramen shops, or perhaps by Korean restaurants. Maybe everyone will, like Brando, strive to be different; or maybe the best way to stay relevant is precisely not to innovate, so as not to die.