How does it work. Burger King will deliver to your couch, minimum order of $8 to $10 and a $2 delivery charge. This new service is available between 11 a.m. and 10 p.m. Jonathan Fitzpatrick, chief brand and operations officers says Burger King has developed "proprietary thermal packaging technology...which ensures the Whopper is delivered hot and fresh, and the french fries are delivered hot and crispy" (Horovitz, 2012).
There are two ways to order Burger King delivery. Consumers can either call 1-855-order-bk, or they can log onto BKdelivers.com
What does this mean for Burger King? With a delivery service, people will have easier access to Burger King food items. This is the only fast food delivery option for consumers. Thus, Burger King is a monopoly through this service.
Will delivery prove to be an effective marketing tactic? Will BK increase sales?
I can't help but to think, what if it works? Will other fast food chains began to offer this same service? If so, what will happen to the masses if we consume even more fast food without even leaving our homes.
It seems there could be no better time than now to promote health and wellness as Americans become lazier.
Horovitz, B., (2012, Janurary 16). Burger King tries home delivery. USA Today. Retrieved from http://www.usatoday.com/money/industries/food/story/2012-01-12/burger-king-delivery/52604104/1
Velasco, S., (2012). Burger King delivery: Have it your way. At home.;
Burger King delivery services are available at select locations in Washington, D.C., and will soon expand. Can you get Burger King delivery? "Christian Science Monitor". Jan 19.
I actually think this is pretty smart, but I do agree that this should be a sign to promote better health and wellness.
ReplyDelete