Burger King is heating up its on-demand delivery offering.
The fast-food hamburger giant is introducing a new feature in its mobile app that enables customers to directly place digital orders for delivery. Customers can download the Burger King app, place a mobile order, and a delivery service from their region will bring it to their doorstep.
This new service builds upon groundwork Burger King laid when it partnered with third-party delivery platform Uber Eats to provide on-demand delivery service across the U.S. in 2019. Burger King customers have been able since that time to place orders for a selection of items from participating Burger King restaurants via the Uber Eats app.
Burger King expands omnichannel offerings
Beyond expanding its mobile delivery capability, Burger King has been actively working to become more of an omnichannel technology platform in the past few years. In September 2021, the company expanded its mobile, online and brick-and-mortar Royal Perks loyalty program nationwide.
In September 2020, the company unveiled two futuristic restaurant designs that offer a “touchless” experience, complete with conveyor belts that deliver orders to customers. The new designs, which debuted in new restaurants opening in Miami, the Caribbean and Latin America, feature dedicated mobile order and curbside pick-up areas, drive-in and walk-up order areas, an enhanced drive-thru experience, exterior dining spaces and sustainable design elements, including solar panels. The footprint is about 60% smaller than a traditional Burger King restaurant site.
Later in 2020, Restaurant Brands International Inc., which owns and franchises Burger King and several other quick-service brands, began modernizing the drive-thru experience at select Burger King locations. Features include digital screens with predictive selling capabilities, integration with restaurant loyalty programs, and the ability for remote, contactless payment. This technology allows special promotions to be tailored based on previous orders, regional weather patterns, the time of day and other factors.
“At Burger King we know that, except from our restaurants, there is no place like home, the only other place on earth where we can truly be ourselves, no makeup, no bow tie and no one judging us,” said Iwo Zakowski, global head of brand marketing Burger King. “That’s why, now, Burger King claims that ‘Every home can be the Home of the Whopper’! The new Burger King campaign aims at anyone with a smartphone or a tablet, being a tech savvy or not, just anyone who can’t stay away from the iconic Whopper sandwich to get it from the BK app delivery. The beef patty is flame-grilled to perfection in a soft sesame seed bun with freshly chopped onions, tomatoes and lettuce and can be enjoyed from the comfort of your home.”
Founded in 1954 and headquartered in Miami, Burger King operates more than 18,600 locations in more than 100 countries. Almost 100% of Burger King restaurants are owned and operated by independent franchisees.