In Focus
TECHNOLOGY | Staff Reporter, Singapore

Burger King Singapore aims to boost customer loyalty with app's self-pickup upgrade

Find out their thoughts on why the new upgrade empowers their customers.

Aiming to provide customers with more flexibility, Burger King has recently launched an upgrade to their mobile app: a self-pickup feature that allows customers to pre-order their meals and collect their orders at a self-appointed time at their preferred outlet.

Aside from ordering via the app for delivery or self-pickup, users can use it to get updates on the burger brand’s promotions, coupons for special deals, and for locating their nearest stores.

QSR Media spoke to Kym Lee, Burger King Singapore’s Marketing Manager, who detailed their strategy behind the app upgrade, the lessons they’ve learned in developing the tech, and how it would foster customer loyalty.

QSR Media: What were the factors that led to Burger King Singapore enhancing the app with a self-pickup feature?
We listen to our customers, recognise and understand their needs because they are important to us. We understand that time and convenience are important to them. We want our customers to savour their meals and have an enjoyable, quality dining experience with us.

However, in Singapore, there’s a manpower crunch in the service sector. For Burger King, it’s is a similar situation, which resulted in issues with speed of service and bottlenecks. We received feedback from disappointed guests frustrated by the queue and it is a terrible feeling to see customers drop off from the queue. This would mean that the marketing dollars spent on driving traffic to store go to waste, so we seek ways to overcome that. The self-service kiosk was the first push to drive productivity & speed of service when guests are in store.

QSR Media: Prior to the new feature, what were some of the feedback you guys acquired about the app?
Fast food users are passionate about their favourite brand and want further engagement with the brand through the app. For an app to be top-of-mind for users, it must serve a purpose; a benefit. So we rolled out the app with rewards. This app incentivises the user to check in daily or regularly to earn a reward and they would also know what the next reward in line is for them. This is to keep them informed and motivated.

We also receive feedback to include our popular discount coupons within the app for their convenience, and we have also felt that this is a good way to further engage and reward our guests.

QSR Media: What were some of the lessons you've learned while improving the app?

Keep an open mind, there are many ways to get to your destination. The whole process is constantly evolving and change is the only constant. Don’t be afraid to embrace change.
No app is ‘final’, be prepared for a Phase 2 or Phase 3 upgrade as you will discover new, exciting features along the way.

QSR Media: How does this app fit in with the brand's overall loyalty-building strategy?
We want to be a top-of-mind recalled quick service restaurant – one that is frequented and a habit to our users. Our guests are teenagers & young adults. The item that is with these guests nowadays are their phones and we need to own a piece of real estate in their phone screen. An app is now a powerful brand tool.

With the app, you can select the restaurant that you want to pick up your order from, place an order at your house, you may have earned a reward, drop that reward into your order cart, set the pick-up time, make payment via your credit card, go pick up your laundry and pick up your meal along the way. I think that is something that guests appreciate. If the customer is happy with our service, then that good feeling stays for a long time and builds loyalty for Burger King over time.

We hope that the app will serve as a means to boost connectivity with our customers, enhance brand experience, build brand loyalty, and most importantly to create a conducive and pleasant customer experience when they walk into our restaurants.

QSR Media: Any further innovations that Burger King plans to roll out?
There are plenty of innovations that we dream of to help improve productivity and enhance customer experience. Right now, there are several work streams concurrently in progress, we will share more when we are ready, in the meantime, stay tuned!

The Burger King Singapore app is available on both Android and iOS platforms. The self-pickup function will be rolled out in phases to all stores in the island-nation.

(Photo courtesy: Burger King Singapore) 

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