This is a regional mobile app launched by Burger King, this app allows Burger King lovers to view the menu, find the nearest Burger King, stay tuned with the latest offers and promotions and finally most important to order from mobile.
This app includes:
Mobile commerce: We can use this app to achieve online order.
Mobile advertising: The app updates frequently with new products and activities of BK.
Interactivity: This app provides also the navigation which we can always find the nearest BK restaurant.
Brans objectives:
With more and more mobile users, what most of the companies did was to develop mobile commerce to increase sales. For a retailer like Burger King, it can be very effective way to create possibility for consumers to order via mobile. Consumers can take time to look through products with details instead of feeling a lot of pressure when making a phone call to order. Consumers can purchase via mobile whenever and wherever they want.
Within this app, Burger King always updates with new products and activities. When consumers open the app, it’s the main page they’ll see. This kind of mobile advertising is very effective and the brand can show consumers that they make efforts to meet their needs. This way Burger King may want to develop consumer loyalty by letting them know more about the brand.
The navigation to find the nearest Burger King restaurant is also another way to facilitate and attract people keep coming to the restaurant.
For this app, the majority of end users are those who use the app to order. On the other hand, they also can be the ones who try to find the nearest restaurant via the app.
The ranking and rating in App store are two KPIs that are very representative. We can know also the usage numbers from download times. They are directly from users. Other possible KPI could obtain from the restaurant: orders are taken via the app. We can also measure form monthly active users or daily active users who are your key users. We need to learn everything about this cohort and how they’re using your app so you can create a more engaging app and convert more users into active users.
But comparing other fast food brands’ app like McDonalds and KFC. Burger king has a lot of improvement to make. It can add online delivery for certain country like others do and provide special offers for mobile users.
Bingying Zhang
Burger War 