Burger King fast food unit at Knutsford Southbound, located opposite the seating area and near Costa. Quite a large Burger King, but lacks any seating of its own and shares a small seating area with Costa. It was last refurbished around 2017 and appears to have always been located here since first opening by Pavilion in 1995. It’s fair to say that BK’s popularity has significantly declined since the 2000s. Despite this, no roadside BKs have closed, but Moto gaining a greater reliance on KFC, a new fast food partner of theirs, could mean they push BK to one side. BK is advantaged at Knutsford South due to its location/proximity to the main entrance. BK is obvious for all customers and is located on the way to the toilets, increasing the likelihood of passing customers using the facility. Burger King at SB was much better stocked than Northbound during my visit. BK is often frowned upon at motorway services due to their extortionate pricing inflation. They do this for two reasons: firstly, to keep operators happy by making themselves a more financially attractive brand, and secondly, as they know they have higher customer demand than a Burger King on a high street, for example. BK charge double the price on some items compared to their non-motorway stores, which means the brand is limited from becoming more popular at motorway services as customers are put off, which is a shame as BK is at most of them! Despite the age of this building, Southbound’s BK feels oddly 90s. This is due to the octagonal edge of this unit. It features BK’s old logo, which was changed in 2021. BK does open at Knutsford South at 7am daily, but doesn’t receive much morning trade as it appears to be more recognised as a lunch/dinner brand. The likes of Costa and Greggs take morning trade at Knutsford instead. BK does have breakfast items on their menu as well as coffees. Burger King was fairly busy during my visit, which is no surprise as I visited at lunch time, when the facility is more regarded. BK is signposted from the M6 South so customers know it’s here. Additionally, BK is well advertised around the site, so customers are reminded of this facility and notified of its location (perhaps slightly too much).

Photo taken on 10/02/2024 by Tom Moon.

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