For some Whopper fans around the nation’s capital, having it your way means having Burger King brought to the front door. The second largest burger chain has rolled out a test delivery program in a handful of local restaurants which should total 16 by next week, reports the Chicago Tribune.
For a $2 surcharge, customers within a 10-minute drive of the store can place delivery orders online or by phone, with a minimum of $8-$10 depending on the store. Burger King didn’t comment on plans to implement the program nationwide, but spokeswoman Kristin Hauser said in a statement that successful delivery programs are already in place in Mexico, Turkey, Brazil, Columbia and Peru.
Until now, American consumers have had the common perception that burgers and fries just don’t travel well. The result of a long trip is either a cold burger or soggy fries which heating up in a microwave usually makes worse. "There are some real food-quality issues here," Ron Paul, president of the research firm Technomic, told USA Today. "But there's no question that consumer expectation for having things delivered has risen."
In today’s digital society, online purchases can be made in an instant and at times even delivered on the same day. Burger King has sought technology of its own to cater to current demand without living up to the age-old fast food stereotypes. Jonathan Fitzpatrick, chief brand and operations officer for Burger King, told USA Today of a “proprietary thermal packaging technology … which ensures the Whopper is delivered hot and fresh, and the french fries are delivered hot and crispy.”
If Burger King’s new technology can deliver, the program could make headway into the home-delivery market that larger pizza chains have already established. Domino’s generates 70% of its business from deliveries and has been following Burger King’s efforts. "We wish them luck," spokesman Tim McIntyre told USA Today. "There is a reason that not all pizza places deliver: It isn't easy."
By mail.com Editor Will Cade