With over 7,000 stores in the United States, Burger King Worldwide, Inc. is the second largest burger chain, just behind McDonald’s. In order to keep up with today’s current technology, and in an effort to increase their numbers of younger customers, CIO Journal reports that Burger King will be introducing its new app for mobile phones in April.
Yes, with over 2 million apps available to consumers across google and apple stores, we have yet another app scrambling for our time and attention.
The Chicago Tribune reports that the app, which was developed by Tillster, Inc., will enable customers to load money onto a virtual card in order to use the app to pay for their food. The optimal result being that customers will no longer need to carry a wallet to make their purchases. During the initial trial stages of this app, customers will not be able to order food for delivery or pickup, although pre-ordering food is the ultimate goal. At this point, Burger King customers can order their food and then use the app to pay. It is a very simple process as explained by CIO Journal, it simply involves “tapping the pay option, generating a four-digit code, which the cashier enters into the point-of-sale system. The system deducts the purchase from the guest’s account (via the virtual loaded card), and logs the transaction.”
Another great feature of this app is that Burger King will reward their customers by offering coupons redeemable through the app, such as any-size drink for $1, while frequent app users will receive free food offers, as well. No one can complain about free food!
This seems to be the wave of the future as more and more food businesses are headed in this direction. The Tribune quotes Darren Tristano, executive vice president at Chicago-based Technomic Inc., saying, “I don’t think there is a clear leader.”
“Mobile ordering and payment apps appeal to millennial diners — those 18 to 35 years old. What younger consumers are looking for is the ability to use their phones to do everything.”
Kanye West must seem to agree that Burger King is on the right track because he purchased ten Burger King Franchises and gave them to Kim Kardashian as a present, per AOL.com. Keep your eyes out next month for Burger King’s new app, and see if it is the whopper of success like they hope it will be. Good Luck, Burger King.