Burger King testing delivery service in DC area

 
Jan. 12, 2012

Burger King is testing delivery service at a handful of restaurants in Virginia and Maryland. Bloomberg reports the trial currently includes four restaurants, but will expand to 16 by the end of January.

Burger King is exploring whether or not the added option will boost sales. Right now, there are no plans to expand delivery to the rest of the company's 7,500 North American units.

The delivery option entails a minimum order of $8 to $10, depending on the market. Deliveries cost $2 and run from 11 a.m. to 10 p.m.

Customers must be located within a 10-minute drive of the restaurant.

The restaurants in test have added delivery-friendly options such as 40-piece chicken tenders and two bottled drinks for $10, and four large sandwich combos for $23.99.

A spokesperson for Burger King told Bloomberg that the restaurants are not delivering fountain drinks, milkshakes, coffee or breakfast foods. Orders can be placed online or via phone.

Additionally, the Chicago Tribune reported that the burger chain is using new packing technology, such as thermal bags, for the new service.

Burger King, as well as other QSRs including McDonald's, have delivery programs in place in international markets such as Mexico, Brazil and China.

A handful of McDonald's units in New York City also offer delivery services.

Subway launched a delivery pilot program in the D.C. market in 2010, which proved to be popular enough to expand the test. Krispy Kreme has also tested delivery in North Carolina markets.

A quick glance at a few brands' Facebook pages shows some demand for QSR delivery, including Taco Bell and Dunkin' Donuts, which are peppered daily with fan requests to deliver.

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Topics: Business Strategy and Profitability , Customer Service / Experience , Food & Beverage , Operations Management


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