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Burger King cooks up personalized experiences on new responsive site

Burger King in Canada is extending its focus on letting customers customize meals with a new mobile-friendly Web site featuring a personalized interactive nutritional calculator.

The new responsive site is part of an overall in-store and digital refresh designed to align the brand’s new global visual identity, with Canada the fourth market to adopt the new look, following Finland, New Zealand and India. The Add to Your Meal feature on the site enables users to swap ingredients in and out to see the nutritional value of each and adjust their personal preferences.

“The new menu section is highly visual and interactive, which provides excellent brand engagement,” said Tracy Chin-Sam, marketing director for the Burger King brand in Canada. “In fact, you can quickly and easily share your favorite sandwiches on your social media feeds with the ‘Share Something Tasty’ function.

“In addition, this new menu provides users all the nutritional info for each sandwich, allowing you to customize your sandwich by swapping ingredients in and out to view the nutritional totals for your customized sandwich,” she said. “You can add other menu items, find out the total nutritional info for your entire meal, and then print or email the results!”

Consistent experiences
The goal of the revamp is to drive overall brand engagement while providing a consistent brand experience to the more than 11 million consumers who visit a Burger King everyday around the world.

With more and more consumers discovering and interacting with brands on mobile, having a responsive site can enhance the experience for on-the-go users.

The new interactive nutritional calculator enables users to customize their meal and find out the actual nutritional counts are for their personalized meal.

For example, users can select or deselect any ingredient in any sandwich, then add a small fry and large drink or any other variation and find out the full nutritional value of their personalized meal.

Users can also email or print their meal’s nutritional totals.

The new site also includes a careers and opportunities page.

The site showcases popular and new menu items, such as the brand-new HP Ultimate Bacon Cheeseburger, which features Canadian favorite Heinz HP sauce.

Mobile meals
The new Web site is the latest example of how Burger King is focused on mobile in its efforts to drive sales and engage with the younger consumers who tend to frequent quick-serve restaurants.

Recently, Burger King ramped up awareness of the return of a popular menu item, Chicken Fries, by rolling out a chicken-inspired emoji keyboard for mobile users (see story).

In February, Burger King introduced a new ordering service in Germany enabling application users to select what they want to order, pay for it and watch a count down to when their order is ready (see story).

It was a year ago that Burger King Burger King unveiled a new digital platform designed to help it to quickly scale up with mobile offers, payments, order-ahead and other features (see story).

“Mobile users are well, on the move, and the new Web site is completely responsive,” Ms. Chin-Sam said. “Whether you are on a desktop, tablet, laptop  or phone, the new site will easily adapt when it detects mobile devices.”

Final Take
Chantal Tode is senior editor on Mobile Commerce Daily, New York