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Burger King solidifies mcommerce reach with mobile, online delivery service expansion

The BK Delivers delivery service has been expanded to Phoenix and Denver locations. The company, like many other quick-service restaurants, is ramping up its mobile ordering strategy.

“BK Delivers is already performing well in New York, Miami, Houston, Los Angeles, Chicago, San Francisco Bay Area and greater Washington, D.C.,” said Petru Pusta, director of retail innovation at Burger King, Miami.

“As its popularity has grown, we have seen an increasing demand for the program in other markets,” he said.

“Our fans are completely in love with our innovative packaging and the quality of the food that is delivered.”

How it works
With the expansion, there are now three participating restaurants in Phoenix and one in Denver.

Consumers can enter on their mobile device to place an order – or simply type the address on their desktop computer.

From there, consumers have the option to start ordering or sign-in to their account.

First, users must select their building type, whether it is a house, apartment, business, hotel or dormitory.

Then consumers have to type in their address and check to see if Burger King will deliver.

If in proximity, consumers can place an order for their favorite meals.

Additionally, users have the option to call a Burger King location and place an order.

According to the company, BK Delivers has shown wide-scale traction since its inception, including the ability to attract and maintain loyal customers with a loyalty program that offers free sandwiches and more information and news about the program.

Mobile evolution
Burger King has been cementing its position in mobile commerce for years now.

Last year, the fast food giant launched a mobile payments pilot program that lets consumers pay for their meals using their mobile device (see story).

Most recently, Burger King leveraged QR codes on its packaging to enable users to play a soccer-themed game on their mobile devices and enter for a chance to win tickets to a match in Barcelona (see story).

“A couple of weeks ago, we announced an expansion to the program to cover the Las Vegas and Sacramento areas,” Mr. Pusta said.

“This expansion was an easy decision as Phoenix and Denver have some of our most loyal guests and the Burger King brand is excited to offer them the opportunity to enjoy the food they love, delivered to them in the comfort of their home, dorm or office.”

Final Take
Rimma Kats is associate editor on Mobile Commerce Daily, New York