Global No.1 QSR Franchise Brand
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About Client
Burger King, one of the world’s largest Quick Service Restaurant (QSR) brands, currently operates more than 15,000 stores in more than 100 countries. Unlike regular QSRs that grill meat in a pan, Burger King presents a clean, rich flavor, aroma, and authentic flavor of hamburgers with a flame-broiling method of grilling.Based on the slogan “Taste is King,” Burger King is always committed to providing their customers with the small pleasures they can enjoy in their daily lives.
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Needs
Burger King needed an upgrade for user experience and consistent integration of a large customer channel responsible for ordering and brand introduction as well as Web and Kiosk, to provide customers with a more positive brand experience.We aimed to establish *omnichannel to make Burger King’s consumers feel like they are using the same store on any channel.
*Omnichannel Means?
is a combination of ‘omni’ – meaning ‘everything, every way’, and ‘channel’ meaning ‘distribution path’, which refers to a system that combines online and offline stores to allow consumers to make purchases anytime, anywhere.
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Project Goal
The goal was to deliver brand messages in Burger King’s consistent design language across various channels. (mobile application, brand website, delivery website, kiosk)
Eat and pick up right away in advance without at the counter, by ordering with the mobile application.
BURGER KING’s O2O Service Connecting Online and Offline
The user needs a consistent user experience that does not break the online and offline usage lines. And provides the user with context-based information based on the accumulated data with consistent user experience.
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Strategy
Burger King’s omnichannel provides:
Connectivity
: We create space between channels and customers where they can enjoy anytime, anywhere.
Personalization
: We satisfy all your unique tastes.
Fastness
: We provide UX/UI that enables quick access without any hesitation.
Carefulness
: We provide services considering customers’ context.
Goodwilly
: We generously distribute it to loyal customers.
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UX Consulting
We performed stakeholder interviews, VOC research, and desktop research courses to analyze Burger King’s situation.
We established UX concepts and strategies for improvement challenges derived from the survey and analysis phase and presented strategies and methods for increasing online revenue.
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UI Principle 01
We defined a Baseball Model that can cycle seamlessly: order – payment – personalized services – rewards.
We reflected fast and consistent ‘ordering’ and simple and convenient ‘payment’ scenarios for all the digital channels.
In addition, we organized a user-customized reward service system based on the order information.
Personalization with close consideration of consumer's personality
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UI Principle 02
It provides users with a consistent experience that does not disrupt online and offline access and information that fits their context based on accumulated data.
Consumer Context-based services
UX with seamless navigation
*King order can be ordered within 500M, King order drive through 2KM radius.
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Design Concept
Tone and manner fragmented in different styles for each channel are tightly tied and localized.
The concept is a strong brand guide that Burger King has kept in the global market.
