DIGITAL LIFE

Burger King is launching a new delivery service via WhatsApp in Brazil

The modality was already working in Curitiba a few weeks ago, but it should gradually arrive in other regions of Brazil over the next few months, with up to 30% discount on orders placed by courier. This is a fast food chain's strategy to boost its own delivery service and rely less on iFood.

Initially launched in Curitiba, the new delivery via WhatsApp from Burger King will first undergo a 90-day trial period and in only ten of the chain's stores in the city. Orders made by courier have up to 30% off.

At the moment, the menu is optimized and reduced on WhatsApp, including the fast food company's best-selling snacks, such as Whopper, Mega Stacker and Chicken Crisp.

The process is very simple: just start a conversation with the number (11) 3003-5464(Brazil) on WhatsApp to place your order. Payment is made via Pix, with a "copy and paste" code, or by Mercado Pago, through a direct link, as the customer prefers. However, it is necessary to have an account on the BK app for this.

If you are already registered, you only need to inform the CPF in the WhatsApp chat and your data will be accessed. Otherwise, you can also create an account without leaving the messenger, providing your address, phone number and full name. The registration performed in this way can be used to log in to the Burger King delivery app or website.

Burger King wants to reinforce its own delivery...The launch of orders via WhatsApp is the result of a digitization strategy that the fast food chain has been taking since 2018. Naturally, the plans were accelerated during the coronavirus pandemic to expand the delivery service and care for people in quarantine.

Since 2020, Brurguer King has seen its orders for delivery grow to the point where they represent 15% of all sales in 2021, around R$450 million(local currency). That year, the growth of the chain's delivery was 26%. However, the company still relies heavily on apps like iFood to connect establishments with consumers.

With the delivery service on WhatsApp, BK wants to appropriate this direct relationship with the customer and expand the reach of its own delivery service, launched in early 2021. After all, unlike its competitor Mac Donald's, which has an exclusive contract with iFood and therefore pays lower commissions, Burger King works with eight different delivery people, in addition to its own channel.

After the 90-day trial period in Curitiba, WhatsApp orders should reach all 100 cities in Brazil where the BK app and website already offer their own delivery service, without intermediaries.

The chat will be automated by robots, but monitored by humans. So, if the customer service team identifies any kind of problem or miscommunication, an agent should step in and take over the conversation.

Disclosure / BK