It has always been the endeavour of brands to make customer service as easy, as seamless and as comfortable as possible and at times even paying detailed attention to the personal attributes, characteristics, likes and dislikes of their consumers. Burger King, known for their creative marketing strategies took the already common concept of Drive thru outlets a step further and launched the first ever 100% Silent Drive Thru service in Helsinki, Finland.
It is said that the Finns are one of the most shy and private communities on the planet who prefer not to converse with people whom they are unfamiliar with, even when it comes to picking their food. So taking a cue out of this distinctive trait of the Finns, Burger King Finland, with the help of Restis, an advanced finnish mobile app ( developed by the Restaurant Co. Restel ), developed this silent breakthrough service in 2019.
How does it work
Using the mobile app, the consumers were able to select from the menu, pay and book and choose a time of their convenience to pick up their order. Instead of queuing up on the existing drive thru lanes, consumers received their order from a silent Burger King employee, who delivered the packet directly to the vehicle parked in the designated Silent Drive thru area. This decreased the overall service time by 7-8 minutes, which was significant and that too without a word being spoken.
Drive thru outlets have been there for quite sometime across the world and therefore this 100% Silent Drive thru was seen as a major reform. Burger King Finland very thoughtfully were able to enhance customer experience by reducing the time of service delivery without even a word being exchanged. They ensured that the customers felt relaxed and comfortable.
Advance technology coupled with incisive consumer research can bring about a revolutionary change in marketing and branding strategies, is a lesson learnt. Burger King are one of the pioneers of this change and have already seized the initiative. May be in the years to come the traditional Drive Thru Outlets may just disappear paving the way for the Silent ones.
It would be fair to say that Burger King have virtually grilled and smoked the ‘ shy ‘ idea.
Very interesting 👌 this should be done every where in the world