Burger King is really living up to the company’s slogan “Have it Your Way” with a new tactic to boost sales. Fast food could be getting even faster if the home delivery testing proves successful.
The news of the new delivery service was first reported by USA TODAY.
Burger King Holdings Inc. (NYSE:BKC), the operator of 7,500 fast-food restaurants in the U.S. and Canada, has started testing home delivery of its burgers and fries in the greater Washington DC area. Delivery is available from 11 a.m. to 10 p.m. and there’s a $2 delivery fee on minimum orders of $8 to $10, depending on the market.
This new tactic runs counter to long-held consumer perception that fast-food burgers and fries travel poorly — and don’t warm up well in the microwave. It also would require millions of hungry folks to change their at-home eating habits. “There are some real food-quality issues here,” says Ron Paul, president of research firm Technomic. “But there’s no question that consumer expectation for having things delivered has risen.”
Well, Burger King has developed a “proprietary thermal packaging technology,” says Jonathan Fitzpatrick, chief brand and operations officer for Burger King, “which ensures the Whopper is delivered hot and fresh, and the french fries are delivered hot and crispy.”
There’s no word if the delivery service will spread anywhere past the test restaurants. Should home delivery catch on with McDonald’s (NYSE:MCD), Wendy’s (NYSE:WEN) and the other fast food burger joints — as it has for the pizza kingpins — it could be an industry changer.