Burger King is taking food delivery to a whole new level after piloting a scheme to dispatch burgers to people stuck in traffic jams.
The US fast food chain carried out the test in Mexico City – said to be the most gridlocked metropolis in the world – and plans to extend it to Los Angeles, Shanghai and Sao Paulo.
It posted a video of how the ‘Traffic Jam Whopper’ concept worked in Mexico City, with customers ordering hands-free via an app to get their food delivered directly to their vehicle.
A motorbike courier weaves through standstill traffic to deliver the order to the customer and hand a food bag through their window. Company billboards are used to display information about the status of customer orders.
The app notifies users if they have entered a zone where the service is available, which typically extends to a two-mile radius and where they are likely to be stuck in traffic for at least 30 minutes.
Gustavo Lauria, co-founder of We Believers, which developed the concept for Burger King, told the Washington Post that it means the chain can capitalise on periods of the day when clogged-up roads typically slows business.
“People spend up to five hours in their daily commute — meaning they are not in their houses or offices to order delivery. This was an opportunity for Burger King to generate new revenue out of those hungry drivers. In fact, The Traffic Jam Whopper increased deliveries by 63% during the month of April in participating restaurants.”
Mr Lauria said that in Mexico City, delivery drivers are already receiving an average of 7,000 orders per day, mostly to homes and offices.