A whopper of a business opportunity: Burger King launches home delivery service

 

While jumping in the car to pick up a burger isn't the most strenuous of outings, Burger King appears to think differently. The company has been quietly rolling out a delivery service across the US this year. The most recent state to benefit is Florida, which began its pilot programme at earlier this month.

In previous years, pizza has been the main fast food considered deliverable outside city centres in the US; the thought of soggy fries or a burger with less-than-crisp lettuce apparently being unbearable to many Whopper connoisseurs.

Burger King, however, claims to now be able to deliver its standard takeaway food in a decent condition by using "proprietary thermal packaging technology" – essentially glorified thermal boxes with flaps to separate different parts of a burger.

But is the journey from house to restaurant really so taxing? Since the introduction of the drive-through, it's no longer necessary to even leave your vehicle. But the expansion of the US Burger King delivery project suggests that customers do want their burgers delivered to their doors – the company is already delivering from more than 45 stores, with 30 planning to begin the service soon.

This could be an attempt to claw back the number-two position in the US burger chain from Wendy's. Some have described the move as the company's "last hope" after taking a huge hit on its most recent quarterly profits, which were down by 83 per cent.

Steve Gotham from food industry consultants Allegra Strategies has warned against such a stark view. "'Last hope' is a being rather sensationalist," he says. "Burgers remain a hugely important food category and there are other levers that the business can still better exploit – not least enhanced product quality, better customer service and a stronger in-store experience."

Burger King has not yet announced any plans to extend such a service to its UK stores, but is it just a matter of time? And will the other chains follow them in the States? (Market leader McDonald's dipped a toe in the water delivering to businesses from two outlets in New York.)

Despite the UK's love of fast food, we are also in the grip of rising concern about obesity. And it could be this, rather than any concerns about lettuce crispness or soggy buns, that limits the introduction of any straight-to-your-door burger-and-fries service.

PROMOTED VIDEO
Life and Style
ebookNow available in paperback
Life and Style
ebooksA superb mix of recipes serving up the freshest of local produce in a delicious range of styles
News
The data shows that the number of “unlawfully” large infant classes has doubled in the last 12 months alone
i100Mike Stuchbery, a teacher in Great Yarmouth, said he received abuse
Arts and Entertainment
The starship in Star Wars: The Force Awakens
filmsThe first glimpse of JJ Abrams' new film has been released online
Sport
Rio Ferdinand returns for QPR
sportRio Ferdinand returns from his three-game suspension today
News
The Speaker of the House will takes his turn as guest editor of the Today programme
arts + ents
News
people

Watch the spoof Thanksgiving segment filmed for Live!
Sport
Billy Twelvetrees will start for England against Australia tomorrow with Owen Farrell dropping to the bench
rugbyEngland need a victory against Australia today
Arts and Entertainment
The cover of The Guest Cat – expect to see it everywhere
books
Sport
Tyson Fury poses outside the Imperial War Museum in south London ahead of his fight against Dereck Chisora
boxingAll British heavyweight clash gets underway on Saturday night
News
i100 Charity collates series of videos that show acts of kindness to animals
Latest stories from i100
Have you tried new the Independent Digital Edition apps?
Independent Dating
and  

By clicking 'Search' you
are agreeing to our
Terms of Use.

ES Rentals

    iJobs Job Widget
    iJobs Food & Drink

    Recruitment Genius: Senior Project Manager - Bristol

    £31000 - £40000 per annum: Recruitment Genius: In the UK, the major project fo...

    h2 Recruit Ltd: Sales Executive - Meetings & Events (MICE) - £40,000 OTE

    £30000 - £40000 per annum + benefits: h2 Recruit Ltd: Are you a high achieving...

    h2 Recruit Ltd: Account Executive - Hotel Reservation Software - £40,000 OTE

    £30000 - £40000 per annum + benefits: h2 Recruit Ltd: A rapidly growing Hotel ...

    Recruitment Genius: Tyre Technician / Mechanic

    £15000 - £16800 per annum: Recruitment Genius: A Tyre Technician / Mechanic is...

    Day In a Page

    Homeless Veterans Christmas Appeal: ‘We give them hope. They come to us when no one else can help’

    Christmas Appeal

    Meet the charity giving homeless veterans hope – and who they turn to when no one else can help
    Should doctors and patients learn to plan humane, happier endings rather than trying to prolong life?

    Is it always right to try to prolong life?

    Most of us would prefer to die in our own beds, with our families beside us. But, as a GP, Margaret McCartney sees too many end their days in a medicalised battle
    Thomas Cook's outgoing boss Harriet Green got by on four hours sleep a night - is that what it takes for women to get to the top?

    What does it take for women to get to the top?

    Thomas Cook's outgoing boss Harriet Green got by on four hours sleep a night and told women they had to do more if they wanted to get on
    Christmas jumper craze: Inside the UK factory behind this year's multicultural must-have

    Knitting pretty: British Christmas Jumpers

    Simmy Richman visits Jack Masters, the company behind this year's multicultural must-have
    French chefs have launched a campaign to end violence in kitchens - should British restaurants follow suit?

    French chefs campaign against bullying

    A group of top chefs signed a manifesto against violence in kitchens following the sacking of a chef at a Paris restaurant for scalding his kitchen assistant with a white-hot spoon
    Radio 4 to broadcast 10-hour War and Peace on New Year's Day as Controller warns of cuts

    Just what you need on a New Year hangover...

    Radio 4 to broadcast 10-hour adaptation of War and Peace on first day of 2015
    Cuba set to stage its first US musical in 50 years

    Cuba to stage first US musical in 50 years

    Claire Allfree finds out if the new production of Rent will hit the right note in Havana
    Christmas 2014: 10 best educational toys

    Learn and play: 10 best educational toys

    Of course you want them to have fun, but even better if they can learn at the same time
    Paul Scholes column: I like Brendan Rodgers as a manager but Liverpool seem to be going backwards not forwards this season

    Paul Scholes column

    I like Brendan Rodgers as a manager but Liverpool seem to be going backwards not forwards this season
    Lewis Moody column: Stuart Lancaster has made all the right calls – now England must deliver

    Lewis Moody: Lancaster has made all the right calls – now England must deliver

    So what must the red-rose do differently? They have to take the points on offer 
    Cameron, Miliband and Clegg join forces for Homeless Veterans campaign

    Cameron, Miliband and Clegg join forces for Homeless Veterans campaign

    It's in all our interests to look after servicemen and women who fall on hard times, say party leaders
    Millionaire Sol Campbell wades into wealthy backlash against Labour's mansion tax

    Sol Campbell cries foul at Labour's mansion tax

    The former England defender joins Myleene Klass, Griff Rhys Jones and Melvyn Bragg in criticising proposals
    Nicolas Sarkozy returns: The ex-President is preparing to fight for the leadership of France's main opposition party – but will he win big enough?

    Sarkozy returns

    The ex-President is preparing to fight for the leadership of France's main opposition party – but will he win big enough?
    Is the criticism of Ed Miliband a coded form of anti-Semitism?

    Is the criticism of Miliband anti-Semitic?

    Attacks on the Labour leader have coalesced around a sense that he is different, weird, a man apart. But is the criticism more sinister?
    Ouija boards are the must-have gift this Christmas, fuelled by a schlock horror film

    Ouija boards are the must-have festive gift

    Simon Usborne explores the appeal - and mysteries - of a century-old parlour game