After launching and expanding the BK Delivery, its own delivery platform that serves more than 100 cities in the country, Burger King Brasil takes another big step and announces the extension of the delivery service to WhatsApp, which started working in Curitiba. The investment is part of the digital transformation process that the company has been experiencing since 2018, and which was accelerated during the pandemic to meet market needs. With this, BK Brasil further strengthens its digital sales channels and continues with the objective of becoming a foodtech.
Initially restricted to the capital of Paraná, where the service will work in a trial period for 90 days, the launch of delivery orders via WhatsApp was designed to act as a purchase facilitator for the consumer, who, according to the Company, is looking for a longer journey. convenient. After three months, the service is expected to be extended to other cities in the country.
WhatsApp is one of the easiest ways to reach customers. According to a study by Owl, a market and consumption research and monitoring company made with more than 2,300 Brazilians in March 2021, 79% of consumers have already purchased via WhatsApp, business or personal, using payment links or bank transfer, for example. Of this total, 57% continue to use the service for purchases. Quite significant, the numbers help to explain the bet on the part of the company, which with delivery, intends to expand the sales channel and be a facilitator for customers.
In Curitiba, 10 restaurants are covered by WhatsApp delivery. The menu is reduced and focuses on Burger King’s best-selling products such as the famous Whopper, Mega Stacker, Chicken Crisp sandwiches, for example. As an advantage, the values are up to 30% cheaper than in other aggregators, and consumers can receive exclusive promotions, as in the case of BK Delivery. Payment technology follows brand standards,making the process of customers as easy as possible, that is why PIX are accepted, through the “copy and paste” code, and the Mercado Pago digital wallet, with a direct link to payment.
This is not the first time that the company uses Whatsapp with consumers. In the years 2019 and 2020, the platform was used exclusively for couponing.
“Now, in addition to focusing on delivery, with the evolution of the platform, the company is able to bring an optimized flow for customers to have an even better experience. Our Technology team has been working hard in recent years, and the new delivery service is the result of research and the network’s digital relationship with our consumers. We know that delivery is one of the strengths of our business and we want to increasingly engage our fans with a much closer and more personalized relationship”, says Ariel Grunkraut – CMTO of BK Brasil, master franchisee of Burger King and Popeyes in the country.
digital sales
Digital transformation is the company’s big business turnaround, which since 2018 has been preparing for this change, and which was accelerated in the pandemic. In this way, Burger King follows in line with the transformations that the market asks for.
To provide the best customer service, BK Brasil guarantees excellent experiences in all types of service, from the counter to digital fronts, such as self-service, app and payment totemscontactless. In addition, the company also has Clube BK, the first brand loyalty program in the world, which already has more than 3.8 million registered users.
So much investment in technology made the company close the fourth quarter of 2021 with a new record of digital sales, which accounted for 33% of the company’s total sales, an increase of 81% versus the same period of the previous year and 29% compared to 3Q21.
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