- WHITE PAPERS
Following the launch of its first ever unified website in the Latin America and Caribbean region earlier this year, the Burger King brand has rolled out new mobile websites, local Facebook pages and an online guest relations tool.
According to the company, each of the new digital marketing tools has been designed to enhance the guest experience. Through the guest relations tool, customers now have the ability to provide feedback on their restaurant experience through the website at any time.
"We continue to listen to our customers and the guest relations tool is critical to supporting our franchisees provide the best possible Burger King experience," said Jose R. Costa, vice president marketing for Latin America & Caribbean Region, Burger King Worldwide. "The power of digital marketing lies in the ability to create a two-way conversation between the brand and the consumer and for the first time this is now possible for our franchisees outside of their restaurants."
Mobile websites, designed to complement the unified website, allow guests to further interact with the brand and access burgerking.com from their smartphones. All mobile websites share a unified look, but provide content, such as locations, hours and promotions, specific to the region.
Supplementing the integrated digital marketing strategy, the brand is looking to social media channels to support ongoing communication with guests. Taking advantage of Facebook's recent launch of global pages for brands, the company has established its regional presence on the site for the Latin America and Caribbean region with the launch of its own page.
Fans of Burger King are now consolidated for the region so that when they access the Burger King Facebook page anywhere in the region their IP address will redirect them to a page with content relevant to their specific market. The page will feature the language and content for the restaurants of the country from which the page is accessed. Fans will also be exposed to global content on the regional page.
"Innovation continues to be a priority for Burger King and having an integrated digital marketing strategy is critical element," Costa added. "Digital marketing is a moving target and we will continue to innovate and look to enhance our channels of communication to provide our guests with the best possible experience from our restaurants, to our menu and online."
Read more about online initiatives.