The business challenge was the brief: 70% of the growth in Food Service in the next five years will come from delivery (Source: Euromonitor). For Burger King to continue to grow, becoming a leader in delivery with innovative solutions is a top priority. We had to go beyond what other fast-food chains can do using third-party solutions such as UberEats. We had to deliver food in a way no brand has done before. But in Mexico City, the traffic is the worst in the world (according to the latest TomTom Global Traffic index). People spend up to 5 hours in their daily commute-- meaning they are not in their houses or offices to order delivery. This was a badass delivery opportunity for Burger King because for the first time ever, people stuck in traffic were able to order a Whopper and get it while they were on the move.

The Traffic Jam Whopper. We used real-time data from mobile phones to detect potential hungry buyers in a traffic jam to offer them Whoppers and deliver on the move. Media was 100% dynamic, promoting our service exactly where drivers were stuck and eager to get a Whopper. By leveraging traffic and drivers’ real-time data, we adjusted our billboards’ placement and content, displaying information about their remaining time in traffic to order, and personalized delivery updates.

The delivery zones changed following the traffic live, making our service available when a gridlock was identified within a 3 km radius from the restaurants. When drivers entered our delivery zones, Waze banners ads and push notifications invited them to get a Whopper with our hands-free Voice-activated ordering feature.

Finally, using the latest Google Maps API’s, we pinpointed vehicle location and speed to deliver-- for the first time ever-- to a driver on the move.

To reach hungry consumers stuck in traffic, we used 100% dynamic media powered by data from consumers’ cell phones. We used customers’ GPS data and Google Maps APIs to identify and track BK-connected drivers within 3 kilometers of restaurants. The billboards and mobile ads activated once drivers entered our traffic-responsive dynamic delivery zones throughout the city, which we could turn on and off within minutes. The OOH messages displayed information about their remaining time in traffic to order the traffic jam combo, and personalized delivery updates. Waze banners ads and push notifications invited drivers to get a Whopper as soon as they entered active delivery zones.

Drivers were prompted to use our new BK app’s hands-free, voice-activated Traffic Jam Whopper service to order avoiding traffic tickets.

The power of mobile paired with creative use of data allowed BK to deliver a Whopper for the first time ever to a moving target. Data was vital to predict traffic and determine viable delivery areas, but mobile phones made possible real-time customer tracking to adjust our billboards’ location and content live. The OOH messages inside the fluctuating designated traffic delivery hotspots displayed information about the remaining time customers had in traffic to order as well as personalized updates about their delivery progress in both digital billboards and their mobile device.

Also, Waze banners ads and push notifications, viewed by an estimated ONE MILLION delivery-prone, hungry, frustrated drivers per week, were sent to drivers’ mobile phones inviting them to get a Whopper as soon as they entered our delivery zones. Drivers were prompted to use our new BK app’s hands-free, voice-activated Traffic Jam Whopper service to order a combo, conforming to local traffic laws and avoiding tickets.

A separate delivery app using a combination of both Google and Mapbox API's was developed for our delivery crew to track drivers turn by turn in real time and intercept them before drivers were out of the traffic jam.

In the program’s first week, participating restaurants saw a 63% average daily increase in delivery orders.*

In fewer than 30 days, BK app downloads DOUBLED the brand’s 2018 total, and daily App downloads increased 44 times, becoming the #1 Fast Food App, surpassing McDonalds, Domino’s & Starbucks in Mexico.**

A whopping 10% of consumers who downloaded the app registered for the Traffic Jam service, providing email, car model and license plates, AND credit card information.*

We set a new benchmark for the Burger King system as a whole with an average delivery time of 11 minutes-- less than half of the 30 minutes originally allotted delivery time.*

The promo success led the brand to implement it in other cities with high traffic density later this year. Coming soon to Sao Paulo, Los Angeles and Shanghai.

*Source: BK Internal Data

**Source: Firebase