Burger King Corp. announced an agreement with Anacapa Holdings Ltd., through which Anacapa will provide its “free-hotspot.com” brand of free Wi-Fi in 2,200 Burger King restaurants in 12 countries throughout Europe, including Germany, Austria, Switzerland, the United Kingdom, Netherlands, Spain, Portugal, Italy, Ireland, and Scandinavia. The agreement allows for other countries to be added in the future.
“Our customers today are avid users of online technologies, which is why we are actively pursuing new Web-based marketing programs, including on Facebook and Twitter,” says Davidi Kisilevsky, vice president of marketing for Burger King EMEA. “We believe that offering free Internet access in our restaurants is an important part of that initiative.”
“Our service not only provides free Internet access for Burger King restaurant guests, it also offers Burger King restaurants the opportunity to actively engage Wi-Fi users with a combination of online media and merchandising materials in participating restaurants,” says Joe Brunoli, managing director of free-hotspot.com.
Under the agreement, Burger King restaurants will also have the ability to deliver special offers, advertisements, surveys, and other messages directly to their guests using the Wi-Fi service. The free-hotspot.com system is especially easy to use for those with iPhones, iPod, Blackberrys, and other mobile devices, thus creating a proprietary mobile marketing network that can be used by Burger King Corp. to run special campaigns or support existing promotions.
The roll out of the free Wi-Fi system is currently underway in Germany, and will extend to other areas in the EMEA region over the course of 2010, including the Mediterranean.