- An internal team of the company is responsible for managing and maintaining the delivery platform;
- But the deliveries are made with the help of three not-diclosed logistic partners;
- The service is already available in 100 cities in Brazil, and is likely to reach another 40 in 2022’s firts quarter.
Last week, Burger King made official a project that had been moving since the beginning of 2021: the brand’s own delivery operation in Brazil. The company’s purpose with the operation, made possible through three logistics providers, is to have more control over the customer experience journey and, of course, boost the brand’s digital sales in the country.
In the third quarter of 2021, the brand’s digital sales in Brazil reached BRL 231.4 million – 33% of the company’s revenue in the period and 70% more than that recorded in the third quarter of 2020. “All our efforts aimed at the company’s technological acceleration could be felt in the results of our latest balance sheets. We continue to invest in the best consumer experience for our customers, whether in-store, drive-thru, or through our digital channels. Our challenge is to be the most connected fast-food company, offering a frictionless purchase journey,” Ariel Grunkraut, VP of sales, marketing, and technology (CMTO) at Burger King Brazil, told LABS.
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When talking about digital sales, Burger King Brasil refers not only to the ones via its official app but also to sales made through self-service totems installed in its restaurants. In the third quarter of last year, these sales grew 71% over the second quarter of 2021, reaching BRL 107.8 million.
According to Grunkraut, an internal team of the company is responsible for managing and maintaining the delivery platform. “The operation, however, is carried out with the help of three logistics providers, who help us with the deliveries and the couriers hiring.”
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Through the delivery platform, consumers will also have access to exclusive offers and coupons (not available to those who shop at Burger King Brasil in other ways).
Today, consumers already have access to exclusive promos via Clube BK, the first loyalty club for the brand in the world, has more than 3.8 million registered users, and is linked to the app.
To manage deliveries via its own operation, the company has a hub prepared to respond for about 45% of the chain’s restaurants in 100 cities in Brazil. The expectation is that, by the end of the first quarter of 2022, Burger King’s delivery service will grow 40%, reaching 140 cities.
The company did not inform LABS how much it invested in the new operation or its partners.