What BK was looking for:
Burger King’s goal was to provide a unified user experience and brand image in Latin America but also allow their local in-country marketers to manage their unique content and promotions. Ultimately their goal was to better use digital marketing to increase traffic to their restaurants or increase conversions.
Building a unified platform was a considerable challenge because of vast differences in products, content and language across countries such as Argentina, Mexico, Brazil and Puerto Rico.
What we did for BK:
We kicked off the project by setting up extensive strategy sessions to deeply understand the franchise world and where Burger King stood in comparison to its competition. We met with several Burger King franchises across the region to learn the unique characteristics of their business and their market. As part of our user centered design methodology, we spoke with web users to understand what their priorities are when visiting a restaurant’s site.
After conducting interviews and meetings with the Burger King team, evaluating their web metrics in their web analytics, and analyzing their brand guidelines and international standards, we created Burger King’s new desktop and mobile digital strategy and provided recommendations on how it should fit into their marketing efforts as a whole.
We worked with all Burger King stakeholders to gain consensus on Information Architecture wireframes as well as the visual website design. We then developed the platform and CMS and managed migration and launch for the 29 websites across Latin America and the Caribbean. The complexity was exponential – 1200 restaurants, over 60 stakeholders, and 100 local promotions.
We launched Burger King’s regional sites in 2012 and continue to manage improvements and maintenance.
Centralized digital presence: Via a regional CMS we helped Burger King achieve a consistent brand message and look while giving them maximum flexibility at the local level to update promotions, menu items, social media links, and even complex birthday party pricing schemes.
A focus on conversion: With simplified navigation we developed a more natural flow throughout the entire site. This allows users to quickly find directions to their restaurant or place an order for delivery.
Content targeting and personalization: Site visitors see promotions tailored to them based on the time of day – e.g. an egg sandwich in the morning, a burger for lunch and a sundae for afternoon snack time – or their location, allowing them to see their nearest restaurant.
100% mobile-friendly digital presence: We leveraged responsive website design (before many in the region were using it) to provide a seamless experience across mobile and desktop.
Easy-to-use web analytics dashboard: Allowing each country and corporate headquarters to easily see user behavior on their sites and to understand the impact that large campaigns have on these users. All the main KPIs were visible at a glance.
Multi-platform digital marketing campaigns: We launched the first region-wide cross-channel or 360 degree marketing campaigns. For the first time users saw the same promotion on Facebook, website, mobile site and in-store.