Delivery Is Part of Burger King’s Plan to Create More Custom, Personalized Experiences
By Sara Shaw • October 5, 2018Burger King now offers delivery at locations across the globe, something it’s been rolling out this year. The company offers delivery in some countries and partners with delivery services like Grubhub and Doordash elsewhere “so that people can actually order the food in the easiest possible way,” said Marcelo Pascola, head of brand marketing for Burger King.
“But how we do [delivery], the way we communicate it, the reasons our consumers are going to be drawn to delivery—they have to be very Burger King,” Pascola said. Which, in the recent delivery campaign in Spain, meant delivering dog treats to consumers with hungry furry friends.
Burger King also recently updated its app, adding functionality like mobile pay and mobile ordering. Technology, for Burger King, “ultimately is about having unique, individual relationships with our customers on a massive scale,” Pascola said.