Burger King gets a digital revamp

Brand wants to better engage with millennials

Things are looking a little different at the online Home of the Whopper.

In the name of brand engagement (and no longer being behind the times), Burger King Canada launched a digital refresh, in line with the brand’s new global visual identity.

The newly designed website — BurgerKing.ca — has a big focus on hunger-inducing food shots, as well new features like an interactive menu and nutritional calculator. And unlike its predecessor, the site is mobile-friendly.

“[One of the goals] was to deliver a better customer experience between the visuals and the functionality, which would lead to greater brand engagement,” said Sharron Fry, national marketing manager, Burger King Canada.

The interactive nutritional calendar allows users to customize their sandwiches (for instance, choosing a Whopper without mayo) and get nutritional info for their personalized meals, including a drink and side.

“Burger King’s brand identity is all about having it your way, so not only do we allow them to customize in-store, we wanted them to have the nutritionals for their customized meal,” said Fry. “It’s better than the antiquated PDF document where you have to go searching for your sandwich and add on your french fries.”

Fry added that more consumers are using apps to track nutritional counts, “so we’re really capturing that momentum as well.”

Burger King’s target audience is millennials and close to 40% of the brand’s interaction with that demo is mobile-based, said Fry. “We wanted to provide something that was functional and engaging for them… They may not be as interested in calorie counts, but they really are interested in knowing what’s in their food.”

The digital makeover follows Burger King’s global rollout of new in-store digital menu boards and point-on-sale material earlier this year. “It’s a clean, fresh look that captures the brand identity of being fun, cheeky, engaging but respectful,” said Fry.

And there’s more to come on the digital front. “We’ll amplify our digital strategy as we go through the year both in the digital world and social world,” said Fry.


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