Monday, March 1, 2021

Burger King’s Artificial Intelligence is not Artificial


If consumers are dynamic not static, artificial intelligence (AI) is no longer artificial at least at Burger King according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®. Burger King’s ability to leverage technology to edify one on one customer relationships in order to edify the price, value service equilibrium is on target and industry leading according to Johnson.  

Johnson continued as he outlined the price, value service equilibrium in 2021:

 Interactive Mobile Transparency +Price + Quality + Service + Portability = Value 

 Incremental Value = Limited Time Offers (Seasonally / Sustainability with Creditability).

 When the Danish Philosopher said: Life can be understood by looking backward, but must be lived by looking forward”, We now know that the company who looks back successfully, can then build a foundation of consumer relevant metrics, and built a successful vision. The team at Foodservice Solutions® believes that is just what Burger King has done.

For those of us of a certain age who can remember the TV show Cheers, you know the where everybody knows your name and you fit right in. Burger King is hoping that, that place is just as likely to be the nearest Burger King drive-thru, not the corner bar. 

That’s because several restaurant chains are working rapidly to make their drive-thru’s smarter, with the help of technology that can do things like identify a customer and then offer them “the usual.” As the lane has become fast food’s premier channel during the pandemic, restaurants want to make sure they’re getting the most out of all those customers passing through.

Battle for Share of Stomach

Restaurant industry drive-thru’s are try to move from impersonal, inaccurate, and inert to becoming inviting, interactive, and idiomatic according to Johnson.    In a world of contactless payments, contactless ordering, artificial intelligence goal is to edify the customer relationship with one-on-one branded personalization.

Leveraging the power of AI food retailers can garner an increased ticket, suggest personal upselling ideations, all the while reducing the time it can take to place and receive your order while in the drive-thru.

Whitney Gretz, VP of digital and loyalty at Burger King stated, “BK is leaning heavily into AI. Its team of five in-house data scientists worked with tech giant Intel to develop a drive-thru recommendation algorithm that uses variables such as weather, time of day and the first thing a customer orders to generate targeted suggestions.”

Gretz continued, “If you put a milkshake as the first item in your basket, that’s going to influence other items the system suggests to you based on what we know about what has sold in the past, what’s selling today, what sold at that store and other factors,”

When the Danish Philosopher said: Life can be understood by looking backward, but must be lived by looking forward”, Is your brand looking forward?  Does your drive-thru look more like yesterday than tomorrow?

Are you looking for a new partnership to drive sales? Are you ready for some fresh ideations? Do your food marketing tactics look more like yesterday that tomorrow?  Visit for more information or contact: Remember success does leave clues and we just may have the clue you need to propel your continued success.

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