“In addition to the important menu- and marketing-related drivers of growth, our strategy of Burger King continues to center on enhancing guest experience through restaurant image, technology, and service,” Cil said.
Plans for the Burger King of Tomorrow model—Burger King’s new prototype—were released last quarter, and the company plans on aggressively rolling out the new model in the near future. By integrating technology, outdoor digital menuboards, and self-order kiosks, the company believes the new features will improve the customer experience even more.
“Our franchisees share our belief that the new modern image will help in driving enhanced guest satisfaction, resulting in more visits and long-term comparable sales growth,” Cil said.
Burger King’s commitment to upgraded technology doesn’t stop with the customer experience. The company is using technology to improve all aspects of operations, including drive thru, app development, and delivery—the last of which is now available in more than 3,000 U.S. locations.
Even though Burger King was named in the 2018 QSR Drive-Thru Study as having the fastest speed of service—an average of 193.31 seconds per customer—the company believes there is still room for improvement.
“As it relates to operations, since the majority of our sales in the U.S. occur in the drive thru, we continue to place emphasis on further improving our drive-thru speed of service,” Cil said.
The Burger King of Tomorrow restaurant model was built around franchise-led initiatives, like the double drive thru and outdoor digital menuboards, and franchisee feedback. It’s time for the new model to become the new re-imagination of the brand, Cil said.
“Our franchisees are particularly excited with the technology elements of the remodels and the focus on the exterior and the drive thru,” Cil said. “Everyone agrees that it makes a lot of sense to focus our efforts on improving guest experience through these elements, especially with double drive thrus and outdoor digital menuboards. We're just getting started in the process.”