The Burger Kitchen project reimagined two legacy food outlets across LEGOLAND parks, transforming them from generic burger stands into immersive, story-driven dining destinations that celebrate LEGO’s creativity, humor, and brand identity. This initiative wasn’t just a renovation - it was a strategic innovation that elevated guest experience, food quality, and operational efficiency, while bringing LEGO storytelling to life in a fresh and engaging way.
The goal was to create a more immersive dining experience infused with “LEGO Magic” and “LEGO Humor,” primarily through playful minifigure artwork and themed design elements.
Prior to this transformation, most food outlets across the parks lacked LEGO theming, resulting in a disconnect between the culinary experience and the brand’s imaginative spirit. The Burger Kitchen bridges that gap by infusing every aspect - from design to menu - with LEGO storytelling and whimsical charm.
Importantly, The Burger Kitchen was already a proprietary brand developed by Aramark Sports + Entertainment, and for this project, it was customized specifically for the LEGOLAND properties to reflect the LEGO brand’s unique personality and guest expectations.
The design was inspired by the LEGO City Burger Truck set, with visual and thematic elements directly pulled from the toy. These included the oversized LEGO burger, flame graphics, and the iconic minifigure serving food from a mobile window. In California, a LEGO-style grill was added to the pickup area to signal food “hot off the grill,” while in Florida, a mobile express pickup window was built into the exterior, mimicking the minifig’s service window from the set. These playful, story-driven details helped turn a simple food outlet into a memorable part of the park experience.
The transformation included full exterior and interior design updates, with new materials, finishes, custom graphics, and themed light fixtures. These enhancements created a cohesive visual identity that celebrates LEGO humor and creativity. Seating areas were also branded - California’s outdoor space and Florida’s indoor/outdoor zones were enhanced with themed graphics and branded beer carts, extending the storytelling without replacing existing furniture.
The design wasn’t just aesthetic, it was strategic. Every element was crafted to support operational flow and guest convenience. Self-order kiosks and self-serve soda stations were introduced to streamline service and reduce wait times, while enhanced kitchen layouts and upgraded equipment allowed for faster throughput and higher guest volume.
On the culinary side, the project focused on elevating food quality and optimizing the menu for both taste and efficiency. Burgers are now made fresh in-stand, with carefully curated ingredients to ensure premium flavor and consistency. Crispy fries and golden chicken tenders - including expanded distribution and kid-friendly kits - round out the menu, offering something for every guest.
A new combo & bundling strategy was introduced to simplify ordering and enhance value perception, aligning with guest preferences and improving throughput. The result is a menu that’s not only delicious but also operationally smart.
This project stands out for its multi-dimensional innovation - combining brand storytelling, culinary excellence, and operational efficiency in a way that few theme park food outlets achieve. It’s a rare example of a food venue becoming a true extension of the park experience, rather than just a place to eat.
By translating a LEGO set into a real-world environment, The Burger Kitchen blurs the line between play and practicality. It invites guests to step into a LEGO story while enjoying high-quality food, fast service, and a memorable atmosphere.
In short, The Burger Kitchen is more than a dining area - it’s a destination. It showcases how thoughtful design, brand integration, and culinary strategy can come together to create something truly special, setting a new standard for themed dining in the park.
